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It’s that time of year: Spotify Wrapped has landed - and once again the streaming giant’s marketing machine has flooded social feeds across Instagram and LinkedIn. 🎵🎵🎵
Wrapped began life as “Year in Music” back in 2015, before officially becoming “Wrapped” in 2016. Since then, it’s quietly become a super effective owned-media marketing play. 🎸
As well as being good fun, it’s genuinely fascinating to see your own listening habits laid bare - and presumably even more interesting for Spotify to analyse this at scale across geographies and cohorts. 💡
Anyway, in case anyone is interested (𝐚𝐧𝐝 𝐈 𝐫𝐞𝐚𝐥𝐢𝐬𝐞 𝐲𝗼𝘂’𝗿𝗲 𝗽𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝗻𝗼𝘁), here’s what I learned about myself: 🔍
1️⃣ I wildly over-index on Yacht Rock
2️⃣ I consume an unhealthy number of retail media podcasts
3️⃣ My official “listening age” is 58 😲
I'm unclear whether it’s the Yacht Rock ageing me… 🤷♂️
…or the fact I’m listening to retail media podcasts
Either way Spotify Wrapped wins again🎁It's a conversation starter among friends and, as such, is a perfectly engineered advert for Spotify that users gleefully distribute for free.
Oh - and if you’re still reading: the data somehow failed to capture my enduring love of the power ballad. A grievous algorithmic oversight. 🎹
🎼 Bring back the power ballad!
The FMCG Guys, The Middlemen Podcast, Daniel Torres Dwyer, Kiri Masters, Tom Limongello, Todd Sawicki, Scott Messer, Michelle Urwin, Spotify
