2023 Spotify Wrapped Has the Receipts on How Actual This 12 months Bought

When enjoying a Swift tune on Spotify, followers will expertise the progress bar altering to match the tune’s Period coloration and the progress button will flip right into a sparkle, too.

Essentially the most-streamed tune was “Flowers” and the highest international podcast was “The Joe Rogan Expertise,” adopted by “Name Her Daddy” and “Huberman Lab.”

A collection of partnerships will additional embed Wrapped into pop-culture, together with a tie-up with Roblox by way of Spotify’s present metaverse sport “Spotify Island.” Starting Nov. 30, “WonderWrapped” on Roblox will give followers entry to restricted version merch impressed by their prime musicians.

Unwrapping deeper insights

In 2023, the corporate’s vp, international government inventive director Alex Bodman informed Adweek that Spotify is a platform and a model that will probably be guided by the North Star of “believing in a world extra playful.”

“We’ve at all times been that kind of platform. It comes by way of in all the pieces we do and we’re solely going to get extra [interactive],” he mentioned on the time.

Wrapped is a dwelling and respiration instance of Spotify’s drive towards this, bringing its product, advertising and marketing and gamification collectively, and this 12 months it’s added some new customized options into the combo past letting followers entry their prime artists, songs, podcasts and genres.

An in-app “Wrapped Feed” will probably be customers’ one-stop store for all issues Wrapped, together with the very best of editorial playlists, merch from their favourite artists, concert events close to them, and extra.

Extra characteristic “Me in 2023” will assign listeners one among 12 listening “characters” primarily based on their habits, permitting them to color a greater image of what sort of fan they’re. For instance “Shapeshifters,” shortly soar from one tune to a different, whereas “Alchemists” usually tend to create their very own playlists.

Elsewhere, Spotify’s AI-powered DJ will information listeners by way of their customized Wrapped—serving up the music folks beloved this 12 months and sharing commentary about a few of their favourite artists and songs. This characteristic will probably be accessible for the primary week after Wrapped launches.