[ad_1]
It’s the most wonderful time of the year: Spotify Wrapped season.
For all those who observe the annual tradition, it’s time to delve into your 2023 listening habits. Did Beyoncé or Taylor Swift dominate? How many times you hit play on “Flowers” by Miley Cyrus? Were you the only person who made an unhinged playlist titled “Pretending I’m In a Movie” (probably not)?
Now in its ninth year, Wrapped delivers a personalized year-in-review for Spotify users, but it’s also one of the biggest marketing moments in the calendar for the streaming giant. And in 2023 the company is going bigger than ever with both an experience and a campaign to promote it.
Acknowledging that 2023 has been an era in which it’s been tough to decipher what’s fake and what’s real, the “Wrapped Or It Didn’t Happen” global push is zooming on the real data it has on its 574 million listeners.
Reflecting on what the past 12 months have actually felt and looked like from an audience perspective, a series of billboards, social posts, in-app executions—developed in-house by Spotify—will embrace the reality of 2023.
“Everywhere we show up we’re going to double down on what is real. Wrapped is a moment of truth, it reflects the year you had, backed by data,” said Marie Roenn, global group creative director at Spotify, during a news briefing, adding people can’t fake a feeling and the brand has the receipts to prove it. “It embraces the realest moments and invites the world to learn more about themselves and moments in culture that defined the year for all of us.”
