2024 Spotify Wrapped is Here: What You Need to Know

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Yesterday we learned which of our Instagram followers we want on the AUX and which of them are not allowed to leave the backseat thanks to Spotify Wrapped. 

Can we talk about how Spotify really made getting data on yourself so exhilarating??? Everyone is thriving and sharing and vibing today but nobody feels that way after looking at their bank statement. 

Wells Fargo Wrapped is none of my business. 

Spotify has become experts at making data sexy and I just know an intern somewhere hasn’t slept since September so that I could find out I listen to Taylor Swift a lot for the 10th straight year. 

Turns out, Wrapped wasn’t created to be the SUPER viral marketing campaign that it is now. 

Vice President and Global Executive Creative Director (say that 5 times fast), Alex Bodman, told TIME Magazine that he WISHES they could say it was a “stroke of marketing genius.” But that in reality, Spotify Wrapped was originally launched as nothing more than a loyalty campaign. 

What is a loyalty campaign? I didn’t know, so I looked it up. 

(Entrepreneurship in one sentence.)

“…delivers insights and helps to build customer relationships by being open, simple and by offering rewards that not only interest the customers, but also encourage those customers to take specific actions that align with the company’s goals.”

The Starbucks app is a loyalty campaign. They make me feel special by saving my usual order and offer me rewards that are not redeemable anywhere else but their store. The action I take is ordering another latte and spinach feta wrap the next week, contributing to their revenue. Bingo. 

Spotify just wanted to treat their listeners so that they kept coming back. And boy, do we ever. 

Not onlyyyy do we keep coming back, we keep sharing our Wrapped results to our social platforms. It’s projected that 400 million posts will be shared regarding the campaign. 

Spotify has grown about 461% since launching Wrapped.

What can a normal person who isn’t a marketing guru or a Vice President and Global Executive Creative Director learn from this?

Lots, but here were my 3 takeaways:

#1. Try things: what is now a worldwide, million dollar marketing event, was once an idea that someone probably had in the shower and shared with their boss in the break room. That’s how I like to picture it at least. Don’t just have ideas, act on them. 9 won’t be a hit, but 1 might.  

#2. You can’t force viral: I love that the Spotify Wrapped concept didn’t start as this massive, viral growth strategy because almost nothing does. Make confident moves with great intentions and if it catches on and explodes you into the stratosphere? That’s just the cherry on top.

#3. People generally love themselves: Can you imagine how embarrassing it would’ve been if Spotify would’ve released data from THEIR year? We got this many new listeners and the office speakers played that one jazz track for 5,967 consecutive hours! crickets I say this as kindly as I possibly can: nobody cares about you, everyone cares about themselves. Make it about them. 

While we’re here, I will not accept any of the slander that “nobody cares who your top artist was”!!!

In fact, I will refresh until I see MORE of your musical preferences as statistics. 

Cocomelon was your top artist? Freaking hilarious. 

My son screams in the car if everything’s not going his way, too. *likes story

Elton John? A renaissance woman! We absolutely love to see it. *likes story

Taylor Swift? WDYM basic??! This isn’t a contest of who listens to the smallest indie bands. I love that you enjoyed something for 12,000 minutes this year. *likes story

You guys better keep them coming as far as we’re concerned.

Xo, The Salesgirls

PS. If you’re a Spotify girlie wondering how to view your own Wrapped, you can click here… but only if you reply and tell us your most streamed song.