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== Structure ==
== Structure ==
Spotify Wrapped allows both [[User (computing)|users]] of [[Spotify]] and producers on the platform to view a compilation of [[data]] about trends on the platform{{Sfn|Abbott|2021a}} as well as their activity on the platform over the past year,{{Efn|According to Spotify, the Spotify Wrapped for a given year includes data from between January 1 and October 31 of that year.{{Sfn|Abbott|2021b}}}} then invites them to share it on social media{{Sfn|Braun|2020|p=40}} including [[Instagram]].{{Sfn|Cinjakov|2021|p=30}} Structurally, it consists of a series of sequential screens of information, with the last one containing the invitation to share the previous pages.{{Sfn|Weiss|2018}} Users view and are invited to share information about their most-listened-to songs and artists{{Sfn|Braun|2020|p=41}} as well as their favorite [[music genre]]s;{{Sfn|Swant|2019}} producers are invited to share the number and location of [[Streaming|streams]] of their music.{{Sfn|Braun|2020|p=41}} The data is organized in a visually appealing way, intended to boost engagement{{Sfn|Barata|Coelho|2021|p=13}} and encourage viewers to share the campaign on social media, which benefits Spotify.{{Sfn|Barata|Coelho|2021|p=14}}
Spotify Wrapped allows both [[User (computing)|users]] of [[Spotify]] and producers on the platform to view a compilation of [[data]] about trends on the platform{{sfn|Bowenbank|2021}} as well as their activity on the platform over the past year,{{Efn|According to Spotify, the Spotify Wrapped for a given year includes data from between January 1 and October 31 of that year.{{sfn|Bowenbank|2021}}}} then invites them to share it on social media{{Sfn|Braun|2020|p=40}} including [[Instagram]].{{Sfn|Cinjakov|2021|p=30}} Structurally, it consists of a series of sequential screens of information, with the last one containing the invitation to share the previous pages.{{Sfn|Weiss|2018}} Users view and are invited to share information about their most-listened-to songs and artists{{Sfn|Braun|2020|p=41}} as well as their favorite [[music genre]]s;{{Sfn|Swant|2019}} producers are invited to share the number and location of [[Streaming|streams]] of their music.{{Sfn|Braun|2020|p=41}} The data is organized in a visually appealing way, intended to boost engagement{{Sfn|Barata|Coelho|2021|p=13}} and encourage viewers to share the campaign on social media, which benefits Spotify.{{Sfn|Barata|Coelho|2021|p=14}}


While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from between January 1 and October 31 of a given year is included. Listening activity from between November 1 and December 31 is unrecorded for the purposes of Spotify Wrapped. A Spotify official has stated that the reasons for this omission are [[Logistics|logistical]], because time is needed for [[quality assurance]] and other preparation.{{Sfn|Abbott|2021b}}
While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from between January 1 and October 31 of a given year is included.{{sfn|Bowenbank|2021}} Listening activity from between November 1 and December 31 is unrecorded for the purposes of Spotify Wrapped. In 2021, a Spotify official told ''[[Newsweek]]'' that the reasons for this omission are [[Logistics|logistical]], because time is needed for [[quality assurance]] and other preparation.{{Sfn|Abbott|2021}}


Spotify Wrapped has historically included the five artists a user has listened to most often, and the songs they have listened to most often. In 2018, Spotify included information about the [[astrological sign]]s of the artists a user listened to most.{{Sfn|Weiss|2018}} In 2020, it included new metrics related to the [[podcast]]s a user had listened to, as well as [[quizzes]] and generation of three personalized [[playlist]]s; [[Spotify Premium|Premium]] users could earn three different [[digital badge]]s related to their listening over the previous year.{{Sfn|Perez|2020}} Also in 2020, Spotify created social media features to accompany the campaign including a [[Internet challenge|hashtag challenge]] on [[TikTok]] and custom filters on [[Snapchat]] and Instagram, and recruited [[Internet celebrity|internet celebrities]] to promote the campaign.{{Sfn|Cinjakov|2021|p=30}} Traditional marketing efforts such as [[billboard]]s{{Sfn|Cinjakov|2021|p=30}} and [[television advertisement]]s{{Sfn|Swant|2019}} have also been used alongside the digital campaign.{{Sfn|Cinjakov|2021|p=30}}
Spotify Wrapped has historically included the five artists a user has listened to most often, and the songs they have listened to most often. In 2018, Spotify included information about the [[astrological sign]]s of the artists a user listened to most.{{Sfn|Weiss|2018}} In 2020, it included new metrics related to the [[podcast]]s a user had listened to, as well as [[quizzes]] and generation of three personalized [[playlist]]s; [[Spotify Premium|Premium]] users could earn three different [[digital badge]]s related to their listening over the previous year.{{Sfn|Perez|2020}} Also in 2020, Spotify created social media features to accompany the campaign including a [[Internet challenge|hashtag challenge]] on [[TikTok]] and custom filters on [[Snapchat]] and Instagram, and recruited [[Internet celebrity|internet celebrities]] to promote the campaign.{{Sfn|Cinjakov|2021|p=30}} Traditional marketing efforts such as [[billboard]]s{{Sfn|Cinjakov|2021|p=30}} and [[television advertisement]]s{{Sfn|Swant|2019}} have also been used alongside the digital campaign.{{Sfn|Cinjakov|2021|p=30}}
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=== Bibliography ===
=== Bibliography ===
{{Refbegin}}
{{Refbegin}}
*{{Cite web|last=Abbott|first=Harrison|date=2021-11-11|year=2021a|title=This is when Spotify Wrapped 2021 will start and how you can access your music data|url=https://www.newsweek.com/spotify-wrapped-2021-date-music-stats-data-1648308|access-date=2021-11-17|website=[[Newsweek]]|language=en}}
*{{Cite web|last=Abbott|first=Harrison|date=2021-11-22|year=2021|title=Spotify Wrapped's missing data means your music taste might be even worse than you realize|url=https://www.newsweek.com/spotify-wrapped-missing-data-cut-off-date-1651953|url-status=live|access-date=2021-11-24|website=[[Newsweek]]|language=en}}
⚫
*{{Cite web|last=Abbott|first=Harrison|date=2021-11-22|year=2021b|title=Spotify Wrapped's missing data means your music taste might be even worse than you realize|url=https://www.newsweek.com/spotify-wrapped-missing-data-cut-off-date-1651953|url-status=live|access-date=2021-11-24|website=[[Newsweek]]|language=en}}
*{{Cite journal|last=Barata|first=Mariana Lopes|last2=Coelho|first2=Pedro Simões|date=2021-08-01|title=Music streaming services: understanding the drivers of customer purchase and intention to recommend|url=https://www.cell.com/heliyon/abstract/S2405-8440(21)01886-7|journal=[[Heliyon]]|volume=7|issue=8|doi=10.1016/j.heliyon.2021.e07783|issn=2405-8440|pmc=8379453|pmid=34458619}}
*{{Cite journal|last=Barata|first=Mariana Lopes|last2=Coelho|first2=Pedro Simões|date=2021-08-01|title=Music streaming services: understanding the drivers of customer purchase and intention to recommend|url=https://www.cell.com/heliyon/abstract/S2405-8440(21)01886-7|journal=[[Heliyon]]|volume=7|issue=8|doi=10.1016/j.heliyon.2021.e07783|issn=2405-8440|pmc=8379453|pmid=34458619}}
⚫
*{{Cite magazine|last=Bowenbank|first=Starr|date=2021-11-10|title=Spotify Wrapped: Here’s How to See Your Top Music For 2021|url=https://www.billboard.com/music/music-news/spotify-wrapped-insights-how-to-find-2021-9657709/|access-date=2021-11-27|magazine=[[Billboard (magazine)|Billboard]]|language=en-US}}
*{{Cite thesis|last=Braun|first=T. Andrew|date=2020-05-11|title="Dance like nobody's paying": Spotify and Surveillance as the Soundtrack of Our Lives|url=https://ir.lib.uwo.ca/etd/7001|degree=Master's|publisher=[[The University of Western Ontario]]}}
*{{Cite thesis|last=Braun|first=T. Andrew|date=2020-05-11|title="Dance like nobody's paying": Spotify and Surveillance as the Soundtrack of Our Lives|url=https://ir.lib.uwo.ca/etd/7001|degree=Master's|publisher=[[The University of Western Ontario]]}}
*{{Cite thesis|last=Cinjakov|first=Lisa|date=2021-01-19|url=https://opus4.kobv.de/opus4-haw/files/790/I000821333Thesis.pdf|title=Influencer marketing as a tool to increase user numbers of subscription-based music streaming services in the German market|degree=Bachelor's|publisher=[[Technische Hochschule Ingolstadt]]}}
*{{Cite thesis|last=Cinjakov|first=Lisa|date=2021-01-19|url=https://opus4.kobv.de/opus4-haw/files/790/I000821333Thesis.pdf|title=Influencer marketing as a tool to increase user numbers of subscription-based music streaming services in the German market|degree=Bachelor's|publisher=[[Technische Hochschule Ingolstadt]]}}

Revision as of 08:36, 27 November 2021

Spotify Wrapped
2020 Spotify Wrapped logo
2020 Spotify Wrapped logo
Date(s)Early December
FrequencyAnnual
Years active2016–present
TypeMarketing campaign
Websitewww.spotify.com/us/wrapped/

Spotify Wrapped is a viral marketing campaign by Spotify. Released in early December every year since 2016, the campaign allows Spotify users to view a compilation of data about their activity on the platform over the past year, then invites them to share it on social media. Spotify Wrapped has historically included the five musicians a user has listened to most often, the songs to which they have listened most, and their favorite music genres. In addition to individualized data, Spotify Wrapped also includes information about activity on the Spotify platform as a whole. While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from between January 1 and October 31 of a given year is included.

Spotify Wrapped is shared widely on social media each year, and has led millions of people to promote Spotify on their social media accounts. Its release in early December each year has historically correlated with a boost to Spotify's app store ranking. The marketing campaign has been both praised and criticized for effectively providing Spotify with free advertising, and has been characterized as related to broader questions about data and Spotify's use of it.

History

The Spotify Wrapped marketing campaign began in December 2016, and has been promoted by Spotify in every December since that year.[1] It was preceded in 2015 by a similar[2] but less developed[3] campaign called "Year in Music".[2] In 2017 it was expanded to include artists and advertisers on Spotify in addition to consumers; in 2018 it was built into the Spotify application.[3]

Released in the first week of December each year,[4] Spotify Wrapped has become popular, and is shared widely on social media.[5] The viral marketing campaign has led millions of people to promote Spotify on their social media accounts without being paid by the company.[3]

Purpose

Spotify Wrapped is a marketing campaign intended to promote Spotify. In addition to promoting the music streaming service by encouraging users to share about it on social media, the campaign has developed into a unique feature that is different from the offerings of rivals including Apple Music. In 2019, Spotify's head of marketing described this phenomenon as a "FOMO effect" which has encouraged people to use Spotify.[3]

Structure

Spotify Wrapped allows both users of Spotify and producers on the platform to view a compilation of data about trends on the platform[6] as well as their activity on the platform over the past year,[a] then invites them to share it on social media[1] including Instagram.[7] Structurally, it consists of a series of sequential screens of information, with the last one containing the invitation to share the previous pages.[5] Users view and are invited to share information about their most-listened-to songs and artists[8] as well as their favorite music genres;[3] producers are invited to share the number and location of streams of their music.[8] The data is organized in a visually appealing way, intended to boost engagement[9] and encourage viewers to share the campaign on social media, which benefits Spotify.[10]

While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from between January 1 and October 31 of a given year is included.[6] Listening activity from between November 1 and December 31 is unrecorded for the purposes of Spotify Wrapped. In 2021, a Spotify official told Newsweek that the reasons for this omission are logistical, because time is needed for quality assurance and other preparation.[11]

Spotify Wrapped has historically included the five artists a user has listened to most often, and the songs they have listened to most often. In 2018, Spotify included information about the astrological signs of the artists a user listened to most.[5] In 2020, it included new metrics related to the podcasts a user had listened to, as well as quizzes and generation of three personalized playlists; Premium users could earn three different digital badges related to their listening over the previous year.[12] Also in 2020, Spotify created social media features to accompany the campaign including a hashtag challenge on TikTok and custom filters on Snapchat and Instagram, and recruited internet celebrities to promote the campaign.[7] Traditional marketing efforts such as billboards[7] and television advertisements[3] have also been used alongside the digital campaign.[7]

Responses

The release of Spotify Wrapped in early December each year has historically correlated with a boost to Spotify's app store ranking.[13]

On social media

In 2018, Spotify's customer support account on Twitter received a large number of messages from people complaining about their Spotify Wrapped results, believing them to be wrong or unfair.[5]

In December 2019, more than 1,200,000 posts on Twitter were about Spotify Wrapped after it came out near the beginning of the month.[3][7]

In media

A 2018 article in The Atlantic described Spotify Wrapped as "a masterful coup of free advertising" and pointed out the volume of personal data that Spotify collects; Spotify declined to comment.[5] In 2020, an article in The Baffler characterized the campaign in a similar way, cautioning readers that "Wrapped is Spotify’s way of obtaining free advertising from all sides of its business model" and arguing that Spotify users should be conscious of the fact that they are advertising "a company whose product is fully built on exploited labor".[14]

In The Guardian, a 2019 article stated that the popularity of the Spotify Wrapped campaign "shows that some people not only accept their data being used and stored but embrace their intimate listening habits being put on public display."[15] In 2020, an opinion article by Meredith Clark in NBC Think described Wrapped as "a pretty box full of mined data that we willingly fed into an international corporation’s computers in exchange for listening convenience" but stated that Wrapped was comforting because its information about people's listening habits proved "that none of us are really cool".[16]

By the marketing industry

In a 2021 Adweek article where marketers who had recently been featured in the trade publication were asked about a social media marketing post they considered "best-in-class", the social media directors of McDonald's and PepsiCo as well as a marketing executive at El Pollo Loco all cited the Spotify Wrapped campaign. The McDonald's director called the campaign "a masterclass on fan advocacy".[17]

Awards

In 2020, the Spotify Wrapped campaign won various Webby Awards including the People's Voice Awards for Music, Best Data Visualization, and Best User Experience as well as the awards for Entertainment, Viral Marketing, and Integrated Campaign.[18]

See also

Notes

  1. ^ According to Spotify, the Spotify Wrapped for a given year includes data from between January 1 and October 31 of that year.[6]

References

Citations

  1. ^ a b Braun 2020, p. 40.
  2. ^ a b Pirone 2020, p. 38.
  3. ^ a b c d e f g Swant 2019.
  4. ^ Krol 2021.
  5. ^ a b c d e Weiss 2018.
  6. ^ a b c Bowenbank 2021.
  7. ^ a b c d e Cinjakov 2021, p. 30.
  8. ^ a b Braun 2020, p. 41.
  9. ^ Barata & Coelho 2021, p. 13.
  10. ^ Barata & Coelho 2021, p. 14.
  11. ^ Abbott 2021.
  12. ^ Perez 2020.
  13. ^ Lewis 2020.
  14. ^ Pelly 2020.
  15. ^ Izzard 2019.
  16. ^ Clark 2020.
  17. ^ Mannarino 2021.
  18. ^ Kastrenakes & Peters 2020.

Bibliography

External links

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