The aim is to “bring a community feel” to Wrapped, said Lauren Solomon, senior director of global brand and marketing.
Audiobooks will be part of Wrapped for the first time to show Spotify’s full breadth of content.
Meanwhile, classic features, such as top genres and top song quiz, are back with a refreshed look.
The Wrapped advertising campaign will run in more than 30 markets worldwide.
Out-of-home takeovers are again central to the campaign. This year, however, Spotify will also host unique installations around the world dedicated to different fandoms, such as a Chappel Roan-themed pop-up in New York City.
For Bad Bunny–Spotify’s 2025 global top artist–Spotify created a congratulatory video and will host experiences for fans in locations including Bogota, Madrid, and his home of Puerto Rico.
‘Criticism is part of it’
Spotify spends nearly a year developing Wrapped. “It’s a marathon,” Wirth said.
Despite last year’s criticism, one in three Spotify users participated in Wrapped in 2024, Solomon said.
With that popularity, however, the brand is also prepared for all kinds of feedback.
“Wrapped is part of culture, so criticism is part of it,” Wirth said. “The way people receive it is out of our control, but we listen to fans and try to tailor it to them. If people aren’t happy, we fail.”
Last year’s backlash drove Spotify to emphasize the human creativity behind Wrapped.
