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Ad of the Day: Female pop and sonic diversity spotlighted in Spotify Wrapped campaign


By Amy Houston | Senior Reporter

November 29, 2023 | 3 min read

Taylor Swift was the world’s most streamed artist this year, with 26bn listens.

Spotify Wrapped Lil Yachty

Wrapped 2023 / Spotify

Spotify has unveiled this year’s ’Wrapped’ campaign to inform users of their habits throughout the year and also the top artists from around the world.

Behind Taylor Swift, Bad Bunny was the second most-streamed singer globally, the top song was Flowers by Miley Cyrus and The Joe Rogan Experience took the top podcast spot.

To convey this in true Spotify style, witty billboards and fun interactive executions are the focal point of the campaign. One billboard is situated on top of a miniature yacht with the rapper Lil Yacht on board. Another long poster plays on New York native Ice Spice’s iconic ‘Graaa’ phrase. Everything was created in-house by the brand’s internal agency.

To coincide with the out-of-home push, there will also be a unique live show in London tomorrow, which is a first for the brand. Wrapped Live in London will feature performances from some of today’s most popular artists, such as Sam Smith, Chase & Status, Charli XCX, Kenya Grace, Strandz, Raye and Libianca. The event will be hosted by Harriet Rose, Big Zuu, Max Balegde and ShxtsnGigs, plus will be broadcast live on TikTok.

The experience is available on mobile and desktop, with a few new features this year. These include pinpointing one of 12 listening characters that best describes the way you listened, commentary from the streaming platform’s AI DJ who will guide listeners through their Wrapped and a new function to create a blended playlist with friends of all of your top songs into one shared playlist.

Wrapped teaser
Ice Spice
Spotify Wrapped Billboard
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