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Why Spotify Wrapped Has Become Such a Big Deal


Mon, January 29

Spotify - a digital music, podcast, and video service that gives you access to millions of songs and other content from creators all over the world.

Among the countless music streaming services, Spotify has undeniably taken the world by storm, being the most popular. With the friendly user database as one of its many factors contributing to its popularity, there's one particular event the streaming service partakes in once a year that has only become more popular in recent years.

As a Spotify user myself (since 2016), I didn't even notice my Wrapped until 2020, let alone see anyone on social media talk about it. The first Spotify Wrapped came out in 2016, but its popularity truly started in 2022.

What is Spotify Wrapped?

It is all of your data the service has collected over the months of January through October to make little videos for all users, even those who don't pay for premium. The video uses eye-catching visuals to catch the attention of users. The videos include the coming topics:

  • Top Songs
  • Top Artists
  • Top Genres
  • Top Podcasts
  • Listening time for both songs and Podcasts.

They also curate a playlist for each user named “Your Top Songs Of-” with the said year. It has become a fun annual event to share on your social media and with friends, to compare songs and artists and how often you listen to music. People have started to make countdowns and created so much hype around all social media regarding your yearly Spotify Wrapped.

Why Is It So Successful?

Marketing is the biggest way Spotify has gained the success we all know today. Things like having pop-up ads when you open the app or how it was designed to look like an Instagram or Snapchat story, something we are used to. It was designed to go viral, not only from Spotify's perspective but from its own users.

People posting and telling their friends and creating hype around the annual event. It's a fun thing you can share with everyone you know and see who listened to the most music or what their top artists are and the percentage of listeners they take the spot in.

The personalized videos from top artists add another layer of enjoyment. Even artists outside the user's top 5 contribute short videos to express gratitude to their listeners. While not all artists choose to partake, those who do make a significant impact on their audience.

User Testimonials

To understand the widespread appeal of Spotify Wrapped, I reached out to Spotify users for their thoughts. I asked some Spotify users what their favorite part of Wrapped is to truly understand what made people enjoy their Spotify Wrapped so much. One user who has been on the app for a year said, “Knowing which genres were my favorite.”

Another user who's been on for 4 years said, “Knowing how many minutes I listened for the year.”

Another who has been using Spotify since 2015 also said, “My favorite part is seeing my total minutes.”

One who has been on Spotify since 2020 also said, “Seeing how many times streamed my top song.”

Another who has been on for 5 years said, “Looking at my number 1 song.”

Closing Notes: The Wrapped Impact

The impact of Spotify Wrapped on the brand image of Spotify is nothing short of revolutionary. The success of this annual event has transformed Spotify from being just a music streaming service to a dynamic and interactive platform deeply connected with its users. The personalized and visually engaging nature of Spotify Wrapped shows a brand that goes beyond functionality, emphasizing a commitment to creating shareable experiences.

Users don't just see Spotify as a music app; they see it as a companion that understands and celebrates their unique music taste. The success of Wrapped underscores Spotify's ability to turn data into an engaging narrative, positioning the brand as innovative and in tune with the desires of its user base. It's not just about listening to music anymore; it's about the experience, the connection, and the sense of community fostered by Spotify, solidifying its image as a brand that not only provides a service but also cultivates a vibrant and inclusive music culture.

In delving into the psychology behind the fervor for Spotify Wrapped, it becomes evident that the personalized nature of the annual recap taps into the innate human desire for self-reflection and expression. The visual representation of one's music habits creates a unique mirror, reflecting the user's identity and preferences in a way that sparks both nostalgia and self-discovery. The joy derived from comparing top songs and artists with peers on social media feeds into the contemporary culture of individualism and self-expression.

Furthermore, the act of sharing one's Spotify Wrapped is not merely a display of musical tastes; it's a manifestation of the modern penchant for digital storytelling and the need to assert one's identity in the vast online landscape. In a world that thrives on personal narratives, Spotify Wrapped provides a canvas for users to share their music journey, reinforcing the idea that, in this digital age, our preferences are not just heard but visually celebrated. I think the main reason Spotify Wrapped has taken off in the way it has is how much people love comparing themselves to others and talking and posting about themselves. We live in a very narcissistic world now, and people will take any and every opportunity to talk about themselves as much as possible, and Wrapped gives them that opportunity.

In essence, Spotify Wrapped's phenomenal success can be attributed to people's need to compare themselves to others and share personal experiences.

Jessica Candelaria

Writer since Jan, 2024 · 2 published articles

Jessica Candelaria, a homeschooled high school senior, is a seasoned writer with a lifelong love for language arts. Using writing as her escape, she creates worlds of her own. While her academic strengths lie in words, Jessica's interests also extend to cinematography and art. Her passion for storytelling goes beyond the page, weaving together words and visuals to craft compelling narratives.