The Drum Awards Festival - Agency Business

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Client: Spotify
Date: Nov 2019
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Mariah Carey teamed up with Spotify to celebrate this holiday season in a very special way. 2019 officially marks the 25th anniversary of Mariah’s self-penned hit 'All I Want for Christmas Is You' and to honor this iconic moment, Spotify is launching 'Mariah Carey’s All I Want For Christmas Is You Enhanced Album'. The enhanced album, only available on Spotify, will serve as the ultimate destination for all Mariah Carey fans from around the world to celebrate the holiday season and it features a one-of-a-kind video of Mariah announcing Christmas is finally here.

With more than 520m streams on Spotify, All I Want for Christmas Is You has become a cultural phenomenon with astounding global success. Last year, there was over a 2000% increase of streams of the song from October to December, with December 24 understandably being the biggest day of the year for streaming the song globally.

Celebrants in the US, Great Britain and Germany tune-in to the song the most, and though they’re younger than the song themselves, Spotify users 18-24 are the top age group to play All I Want for Christmas Is You. They account for 29% of the songs total listening, followed by the 35-44 age group with 17%.

Mariah Carey’s All I Want For Christmas Is You Enhanced Album is curated with original content to complement the masterpiece of Mariah’s Merry Christmas (Deluxe Anniversary Edition) album - all in one place. In the exclusive video, Mariah is in her 'Christmas Control Center' where she’s been busy preparing for the holiday season and waiting to share some exciting news. While she’s in the control center, she decides to kick things into high gear and presses a button to officially announce the start of Christmas and unlock her enhanced album on Spotify.