Spotify brings back the Wrapped this year, accommodating all the concerns of people who previously alleged Spotify for AI use.Spotify, the largest music streaming platform with a global market share of over 30%, always makes its year-end Wrapped an event to look forward to, and for good reasons. Time and time again, this marketing tactic has proved useful. To the point that 80% of the Spotify users actively wait for Wrapped stats to drop […]
Spotify, the largest music streaming platform with a global market share of over 30%, always makes its year-end Wrapped an event to look forward to, and for good reasons. Time and time again, this marketing tactic has proved useful. To the point that 80% of the Spotify users actively wait for Wrapped stats to drop by ending November each year middle of the week, instead of weekends.
This time, however, Spotify wanted things to be different. Spotify had the largest Wrapped feedback in 2024, with some voices having strong opinions, and the team behind Wrapped wanted to make it different in terms of scale, statistics and tools.
In keeping with tradition, Spotify reached out to TechJuice for tight-lipped press briefing about the Spotify Wrapped this year, and gave us early access to the new Wrapped. Dustee Jenkins, Chief Public Affairs Officer, began the briefing with a clear message:
2025 Wrapped is bigger and larger than ever!
She went on to say how 1 in every 4 Spotify users use the app just to get their Wrapped. Which is why the Spotify team was going personal this year, more individualistic than before.
Upon asking how Spotify aims to be individualistic, Spotify’s Global Brand Director, Payman Kassaie, told TechJuice about how Wrapped will feel like “flipping through a magazine” instead of a boring, plain list.
“Wrapped this year is not going to be a giant, cold wall… Every visual this year is made to feel handmade,” Kassaie said.
Kassaie also explained how the company has come up with Spotify logos inspired by different artists and their artistic style.
Angela Leffel, Global Brand Lead at Spotify, highlighted the efforts being done to promote Wrapped at 30 different locations.
