Spotify Wrapped
Read More: Wrapped Design | Wrapped Product | Wrapped Campaign
The recap that showed us who we really are — one vivid layer at a a time.
There’s a reason why getting our Wrapped every year is exciting. Our music taste tells us who we are, and discovering the songs, artists and podcasts that made up our year can be a thrill. 2022 Wrapped playfully highlighted all our quirky intricacies by focusing on one simple truth — that there are layers to all of us.
Creative / Brand / Production Credits:
Marie Ronn, Bruno Borges, Astrid Andujar, Emily Berger, Prapti Pandey, Karen Chang, Chloe Wood, Ashley Moody, Belen Tenorio, Ade Omole, Myles Robinette, Partners: Hornet, Active Theory, and more.
A multi-layered design system
2022 was a year full of emergence, experimentation and chaos. The design for Wrapped was crafted to reflect this period of self-discovery, unpacking our user’s year of listening — one vivid layer at a time.
A personal welcome
Wrapped started with a personal “hello”, calling out each user by name to welcome them into our most personalized experience yet.
Blasting off into the genre-verse
We showed users just how much they experimented this year, sharing the top genres they explored in a trip to the genre-verse.
Unique listening morning, noon and night
We broke down daily listening habits by showing users their audio days, revealing their quirky listening tendencies from sunrise to sunset.
Your favorite headliners
Wrapped revealed users’ top songs, podcasts and artists. And then, it went even deeper into the data — sharing the date that listeners binged their top song, their total minutes listened, and where they ranked among their top artist’s biggest fans
Millions unveiled their Listening Personalities
We created 16 unique Listening Personalities and then matched each user with one based on their year’s worth of listening habits. The Listening personalities were calculated by measuring listening variables — like user’s loyalty to artists, how quickly they are to seek out new releases, exploration patterns and more.
The world talked, shared and memed
For several days, Wrapped became its own language on the internet inviting everyone to play along. With endless stream of memes, tributes, parodies and more — we even had users of competitor products wishing they could get in on the fun.
#SpotifyWrapped dominated TikTok and social with over 52.5B+ views, taking over the cultural conversation around the globe while at the same time giving creative control to the community.
