Music has always allowed people to express their identity. And since we have listening data in spades, we wanted to share this with our listeners, so they also can find out things about themselves and their listening behaviors. Providing them with an opportunity to share it with the world and express who they are. Spotify Wrapped took its first baby steps in 2015, and has since snowballed and evolved to become the #1 trending topic globally that it is today. The challenge each year is how to keep staying fresh and relevant. How to keep providing new perspectives to listeners, to tell them new things about themselves and the way they listened. Reinventing what we share with them, and how we do it. So listeners feel a sense of familiarity and routine, but also surprise and delight.

The way we tackle this challenge each year is to make sure we’re accurately reflecting the year in culture. We’re taking our time to find out what people care about, how they express themselves and what the cultural landscape is like at that particular time. We then mine our data to find new and exciting observations to share with our listeners. We look at all kinds of data from moods, tempo, locations, listening behaviors, genres, artists, length of songs etc. And then find ways to serve this up to the listeners in a way that is as relevant, novel and shareable as possible. All while telling them something unique about how they listened. And by making every story sharable from within the experience itself, Wrapped encourages fans and artists to connect directly, sparking an outpouring of personal reflections, hilarious memes, and surprising user-generated interpretations that dominate the cultural conversation for days. It becomes a viral framework for artists, creators, influencers, and even other brands, to break down and reflect on the previous year. In short, for one blissful moment, Wrapped unites the entire internet. Over the past decade, Wrapped has grown from a global data-powered campaign to a cultural event in its own right. Increasing the growth rate of monthly active users as well as the number of reactivated users on Spotify. December is colloquially referred to as "Wrapped season" on social. With Wrapped, Spotify is not just an app but a tradition, an instrumental part of how millions around the globe end their year.