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Technology Brand Strategy Spotify

Spotify Wrapped 2021 digs deeper into data to unleash more quirky billboards


By John McCarthy | Opinion editor

December 1, 2021 | 3 min read

Music streaming giant Spotify has released Wrapped, its annual celebration of audio consumption. It has added a slew of new personalized data stories and made the experience more shareable than ever.


Wrapped dug into some of the year's biggest moments and artists

The much-awaited campaign returns to user devices and the wider world courtesy of media from UM Worldwide. Spotify comes at Wrapped this year with the perspective that 2020 was the year everything got flipped on its head and 2021 "was the year that we got used to seeing things upside down”.

This is reflected in much of the audio streaming data the company has shared from its 381 million worldwide users.

Those opening the app will receive a newly personalized experience. Since its launch in 2016, Spotify has found new ways to surface its data into compelling narratives. This includes 2021: The Movie, Your Audio Aura, Playing Cards, and 2021 Wrapped: Blend. These cards are also now more shareable than ever, integrated with Snapchat, Twitter, Instagram, Facebook, and now, TikTok where music is an essential component.


170 artists have also been invited into the process, users who have them among their favorites will receive a pre-recorded thank you. Similar messages will come from select podcasters too. From the creator side, artists will be able to explore the many ways they were listened to.

This brings us to the data. With more than 9.1bn streams in 2021, Puerto Rican rapper Bad Bunny was the most-streamed artist. Spotify’s own The Joe Rogan Experience took the most popular podcast of the year.

The creative was cooked up in-house, with aid from external production agencies. The annual campaign is known for causing a stir out and about urban areas with quirky insights. This year is no different, below are some of the out-of-home ads you can expect to see about.

Jackie Weaver
Technology Brand Strategy Spotify

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