spotify wrapped

It’s a staged launch for Spotify’s traditional ‘Wrapped’ end-of-year promotion this year. Yesterday we got the topline music stats, and this morning the listener-focused element is rolling out.

This year, it’s happening within Spotify’s iOS and Android apps, with people able to see their most listened-to artists, songs, genres and podcasts and even take a quiz to guess what they are before seeing them.

There are new personalised playlists too: ‘Your Top Songs’ and ‘Missed Hits’ as well as – this is interesting – an ‘On Record’ mixed-media playlist for users in the US, UK, Ireland, Australia, New Zealand and Canada promising to “dig deeper into some of your top artists of 2020”.

There’s also some gamification afoot: badges including Tastemaker (for people whose playlists gained lots of followers); Pioneer (for people who listened to a song before it reached 50k streams) and Collector (for people who added lots of songs to playlists).

Perhaps just a festive gimmick, but this kind of thing could be meaningful in any future expansion of Spotify’s on-platform social features too.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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