When playing a Swift song on Spotify, fans will experience the progress bar changing to match the song’s Era color and the progress button will turn into a sparkle, too.
The most-streamed song was “Flowers” and the top global podcast was “The Joe Rogan Experience,” followed by “Call Her Daddy” and “Huberman Lab.”
A series of partnerships will further embed Wrapped into pop-culture, including a tie-up with Roblox via Spotify’s existing metaverse game “Spotify Island.” Beginning Nov. 30, “WonderWrapped” on Roblox will give fans access to limited edition merch inspired by their top musicians.
Unwrapping deeper insights
In 2023, the company’s vp, global executive creative director Alex Bodman told Adweek that Spotify is a platform and a brand that will be guided by the North Star of “believing in a world more playful.”
“We’ve always been that type of platform. It comes through in everything we do and we’re only going to get more [interactive],” he said at the time.
Wrapped is a living and breathing example of Spotify’s drive toward this, bringing its product, marketing and gamification together, and this year it’s added some new personalized features into the mix beyond letting fans access their top artists, songs, podcasts and genres.
An in-app “Wrapped Feed” will be users’ one-stop shop for all things Wrapped, including the best of editorial playlists, merch from their favorite artists, concerts near them, and more.
Additional feature “Me in 2023” will assign listeners one of 12 listening “characters” based on their habits, allowing them to paint a better picture of what kind of fan they are. For example “Shapeshifters,” quickly jump from one song to another, while “Alchemists” are more likely to create their own playlists.
Elsewhere, Spotify’s AI-powered DJ will guide listeners through their personalized Wrapped—serving up the music people loved this year and sharing commentary about some of their favorite artists and songs. This feature will be available for the first week after Wrapped launches.
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