Spotify Wrapped 2022 has formally arrived. Whereas different music providers, together with Apple Music and YouTube Music, now host their very own vacation retrospectives, Spotify’s customized and interactive Wrapped expertise for its customers, creators and podcasters continues to be the perfect. The key to its continued success is the way it goes past merely providing a roundup of the perfect songs or artists to incorporate enjoyable, shareable components for music and audio followers to discover, publish on social media, and examine with their mates. .
The Wrapped expertise has grown in recognition over time. In 2017, about 30 million Spotify customers accessed Wrapped; by final 12 months, that quantity had grown to greater than 120 million. Moreover, practically 60 million Wrapped tales and playing cards had been shared on social platforms in 2021.
The patron curiosity in Wrapped is not only in regards to the knowledge itself, but additionally about the way in which Spotify personalizes knowledge for its customers and presents it intelligently. Final 12 months, for instance, Wrapped included an “Audio Aura,” displaying listeners their prime two “moods” primarily based on their listening conduct.
This 12 months’s latest addition to the observe is one thing Spotify calls its “Listening Persona.”
Created with apparent inspiration from the traditional Myers-Brigg persona take a look at and its four-letter codes, the “Listening Persona” characteristic additionally presents a four-letter mixture to the consumer that interprets into considered one of 16 persona varieties it has created Spotify. For instance, followers who shortly stream new releases and infrequently keep forward of developments could also be known as ENPC or pioneers, whereas followers who like to stream music from different components of the world could also be labeled ENLC or voyager. .
“The best way we take heed to music says quite a bit about us, and your listening persona not solely tells you in regards to the music you take heed to, but additionally what that claims about your style in music,” explains Spotify VP of Product Improvement Babar Zafar. , who leads the workforce creating the Wrapped expertise.
Individuals’s persona kind might be primarily based on a mixture of the music they stream and a number of particular traits, akin to their tendency to find new music, the typical age of the songs they take heed to, the vary of artists they take heed to, and the way they pay attention. . resembles or differs from others. Every of the 16 doable listening personalities receives their very own colourful card designed to re-share on social media or message mates.
This new characteristic can also be being built-in with Snapchat, permitting followers to unlock a customized Snapchat lens that displays their “listening persona.” Snapchat customers can even reap the benefits of Wrapped themed clothes for Bitmojis. And with a brand new partnership with GIPHY, customers can entry customized GIFs with wrapped themes.
One other characteristic of Wrapped 2022 is one thing referred to as “Audio Day,” which is an interactive story that outlines a person’s listening tendencies from morning to nighttime.
In the meantime, Wrapped’s fashionable “Prime Track” characteristic is being expanded this 12 months to supply extra data, akin to what number of occasions customers listened to its title monitor and what day of the 12 months they listened to it essentially the most.
Moreover, customers will obtain their common year-end updates on their prime artists, songs, genres, podcasts, and minutes listened to, in addition to their Prime Songs 2022 playlist.
Regardless of the various methods to share and work together with Wrapped, Spotify admits it could’t monitor Wrapped’s full attain, noting that youthful customers usually take an image of their cellphone display screen to share on non-public, as a substitute of, or along with, posting your Wrapped on social media.
To assist handle this, Spotify this 12 months is now integrating extra deeply with varied messaging platforms as a part of its push to share — and monitor — Wrapped in as many locations as doable. Whereas customers can all the time share Wrapped on social media, Wrapped 2022 provides direct integrations with WhatsApp, Instagram Direct Messages, Fb Messenger, and Line, to higher serve customers preferring to share their Wrapped extra privately.
Spotify can also be profiting from its latest Roblox integration, Spotify Island, as a part of this 12 months’s Wrapped.
In its digital world, Roblox customers can take part in Wrapped-inspired missions, play video games, buy digital items, and use a photograph sales space characteristic with 12 completely different artists, together with Bizarrap, Black Sherif, CRO, Doechii, Armed Hyperlink, Miranda Lambert, NIKI, Stray Youngsters, SUNMI and Tove Lo.
The corporate can also be doubling down on one other characteristic launched final 12 months: artist video messaging.
Taking a cue from celeb social apps like Cameo and the recognition of short-form movies like on TikTok, Spotify final 12 months labored with greater than 170 artists to create brief video messages thanking followers for together with them of their pay attention all year long. This 12 months, the corporate expanded the video messaging characteristic, “Your Artist Messages,” to greater than 40,000 music creators, together with family names like Taylor Swift, Billie Eilish, J Balvin, Måneskin, Shania Twain, Pusha T and others. .
Customers can scroll by way of video messages in a vertical, full-screen interface, just like TikTok.
Spotify says that customers will see these movies if they’ve not less than two artists with “thanks” movies amongst their prime artists. In different phrases, the characteristic is proscribed to these followers who’re most engaged with the artists. Whereas the characteristic is bound to extend fan engagement, it is a disgrace artists cannot publish their movies elsewhere on Spotify, like a Tales part on their very own artist profile, for instance. Spotify says customers can see as much as 10 “thanks” artists on Wrapped.
Wrapped may even have its personal hub on the Spotify cellular app, the place streamers can browse merchandise and live performance tickets for his or her prime artists.
As in earlier years, creators and podcasters may have their very own Wrapped experiences, accessible straight from Spotify for Artists, Spotify for Podcasters, and Anchor. Artists will get insights into their streams, their most shared lyrics, what number of followers had them amongst their prime artists, fan listening personalities, and extra. Podcasters will get insights into listeners and followers, what number of followers had their podcast within the prime 5 or 10, their prime episode general, chart placement, and extra.
After all, as a part of Spotify’s year-end evaluation, the corporate additionally highlighted the perfect artists and creators on its platform, each globally and by nation.
This 12 months, the artist with essentially the most views worldwide was Unhealthy Bunny, adopted by Taylor Swift, Drake, The Weeknd and BTS. Essentially the most performed songs worldwide had been Harry Kinds’ “As It Was”, Glass Animals’ “Warmth Waves”, The Child LAROI’s “STAY (with Justin Bieber)”, Unhealthy Bunny’s “Me Porto Bonito” with Chencho Corleone and “Títí Me Pregunta” by Unhealthy Bunny. And essentially the most listened to albums worldwide had been “Un Verano Sin Ti” (Unhealthy Bunny), “Harry’s Home” (Harry Kinds), “SOUR” (Olivia Rodrigo), “=” (Ed Sheeran) and “Planet Her” ( Doja Cat).
Referring to Unhealthy Bunny’s chart dominance — the artist is now essentially the most streamed artist globally for the third 12 months in a row — Spotify notes that a mean of fifty% of world customers stream not less than one Latin music per thirty days. on its service, which is equal to round 215 million customers worldwide. To have fun, Spotify will flip its inexperienced coronary heart into Unhealthy Bunny’s purple coronary heart when customers like a Unhealthy Bunny monitor over the following week.
“You possibly can see that it is a lot greater than a style. The common month-to-month stream for Latin music in 2022, to this point, is over 24 billion streams,” mentioned Dustee Jenkins, Spotify’s World Director of Public Affairs. “An enormous quantity, and within the US alone, 1 in 10 streams is Latin music,” she famous.
Within the US, essentially the most streamed artists had been led by Drake in first place, adopted by Taylor Swift, Unhealthy Bunny, Kanye West and The Weeknd. The principle songs had been “As It Was” by Harry Kinds, “Warmth Waves” by Glass Animals, “Unhealthy Behavior” by Steve Lacy, “Me Porto Bonito” by Unhealthy Bunny with Chencho Corleone and “First Class” by Jack Harlow.
One of the best albums had been “Un Verano Sin Ti” (Unhealthy Bunny), “Harry’s Home” (Harry Kinds), “Harmful: The Double Album” (Morgan Wallen), “Midnights” (Taylor Swift) and “SOUR” (Olivia Rodrigo ) .
Notably, Swift’s “Midnights” album arrived final month and has already damaged quite a few data, together with turning into essentially the most streamed album in a single day. It is no shock, then, that Swift grew to become the “most viral” artist of 2022 globally, forward of The Weeknd, Unhealthy Bunny, BTS and Lana Del Rey, primarily based on Spotify’s shares on social platforms.
Spotify additionally highlighted its hottest podcasts of the 12 months, which, globally, had been topped by “The Joe Rogan Expertise” (once more!), then “Name Her Daddy,” “Something Goes with Emma Chamberlain,” “Case 63 ” (All Languages) and “Hooked on crime”. The US chart additionally noticed Rogan and “Name Her Daddy” within the prime two spots, adopted by “Crime Junkie”, “The Each day” and “Armchair Knowledgeable with Dax Shepard”.
And whereas it is a comparatively new addition to the US, Spotify confirmed off its prime audiobooks in a listing that did not appear to incorporate simply present releases. As a substitute, customers’ prime books had been “I am Glad My Mother Died” by Jennette McCurdy, “Harry Potter and the Thinker’s Stone” by JK Rowling, “Finish Us” by Colleen Hoover, “Atomic Habits” by James Clear and “The refined artwork of not giving a fuck” by Mark Manson.
The corporate mentioned it’ll additionally market Wrapped by way of out-of-home campaigns, together with issues like a phrase search that seems on billboards in Los Angeles and Brooklyn, and extra. Spotify has additionally partnered with FC Barcelona, leading to Wrapped 2022 movies of gamers together with Robert Lewandowski, Alexia Putellas, Pedri and Ansu Fati shared on social media.
Wrapped 2022 is accessible solely by way of Spotify on cellular.
Spotify customers additionally get pleasure from a third-party device, Instafest, which additionally creates playlists primarily based on customers’ listening habits.