For this year, the overarching idea behind the campaign was “Self-expression and Play”.
Today marks the day that 2022’s Wrapped launches worldwide. Since then, it has grown each year and now it’s a genuine moment on the cultural calendar, when social feeds and conversations are taken over by people sharing their listening habits, whether embarrassing or impressive. The first time Spotify dipped its toe into this area was in 2013, with its webpage called “Year in Review”, but it didn’t become the Wrapped campaign until 2016. It also takes listening data in the round to reveal which artists were most popular, both globally and in specific countries.
However, you really know we’re approaching the end of the year when Spotify releases its annual Wrapped campaign and you have to look yourself and your music habits squarely in the eye.įor anyone who doesn’t know, Wrapped is a personalised experience for users of Spotify, a breakdown of what you listened to and exactly how much (sometimes quite unnerving to see) over the course of the year. Emails have started coming in suggesting, “Hey, should we circle back on this in January?” And the Year in Review articles are starting to flow in (I’m already looking forward to the renewed discussions around Harry Styles and #SpitGate). Christmas ads are dominating billboards and every minute of available airtime.
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