ANGELINE TOH
Design & Art Direction. Currently at «ROBINHOOD».
«SPOTIFY» 2020 Wrapped
The end of the year means two things to a Spotify user: the holidays are fast approaching, and they can finally check out their Wrapped. Over the past six years, Wrapped has quickly grown from a simple way for our 320 million listeners to look back at how they’ve listened to a global data-powered campaign celebrating the intersections of music and culture to now, a cultural event in its own right.
In 2020, Wrapped was bigger than ever, providing some necessary joy and spreading a message of gratitude and resilience around the world.
Result
Total Engagement: Over 90 million users
Artist Engagement: Over 3 million visits
Total Shares: More than 50 million
Trended globally for over 4 days
2020 Wrapped provided each of our 320 million users with a personalized recap of how they listened. And for the first time ever, we built the experience within Spotify itself, allowing users to explore and share their unique data stories right from their phones.
We infused the experience with positivity, starting users off with a win and celebrating all the ways they exhibited resilience in a difficult year.
Knowing that our users are always craving a more detailed look at their data, we showed them exactly how their top song got them through 2020, complete with the day they discovered it and the day they streamed it most.
We tested users’ knowledge of their listening habits, asking them to guess their Top Podcast, Top Decade, and Top Artist.
To reward our most adventurous listeners, we created a custom suite of data-driven badges, each more exclusive than the last.
We wanted Wrapped to build connections and spark gratitude so we gave users the ability to thank their top creators right from the app.
As always, we gave each user their very own Wrapped card to post with pride. With over 50 million total shares this year, we dominated the cultural conversation like never before.
Throughout 2020, creators helped to make staying home just a little better. So we used the Wrapped creator experience as an opportunity to say thanks, showing artists and podcasters all the ways they brought their listeners together. Creators discovered how far their top content travelled, the countries in which their base grew the most, even how many total hours their content was streamed. And if creators wanted to share the love with their fans, we helped them do it, right from the app.
In a year when so many of us had to stay apart, users enthusiastically seized the opportunity to connect with each other and the creators who helped get them through. With the launch of Wrapped, the entire internet came together for over twenty-four hours, sharing their unique data stories, creating countless memes, and focusing on some much-needed good news.
Wrapped took on a life of its own, becoming a global framework for artists, comedians, influencers, other brands, and even politicians to break down and reflect on an unfathomable year.
With over 5 billion impressions on Tik Tok and countless parodies across social media, the internet made Wrapped their own.
Over 13,000 unique press pieces.
Production Partner: Hornet
VP Marketing: Alex Bodman
Global Creative Director: Dan Brill
Associate Creative Director: Colette McIntyre
Global Design Lead: Rasmus Wangelin
Design Director: Carlo Luetto
Senior Art Director: Angeline Toh
Art Director: Josephine Tansara, William Oswin, Rainy Fu
Designer: Shivani Parasnis