Spotify Wrapped 2022 has formally arrived. Though totally different music suppliers, along with Apple Music and YouTube Music, now put collectively their very personal year-end retrospectives, Spotify’s personalised and interactive Wrapped experience for its clients, creators and podcasters stays the one to beat. The important thing to its ongoing success is the best way it goes previous merely offering a summary of prime songs or artists to moreover embody pleasing, shareable elements for music and audio followers to find, undergo social media and consider with their associates.
The Wrapped experience has grown in popularity over time. In 2017, some 30 million Spotify clients accessed Wrapped; by ultimate 12 months, that decide had grown to larger than 120 million. In addition to, there have been virtually 60 million shares of Wrapped tales and enjoying playing cards all through social platforms in 2021.
Shopper curiosity in Wrapped isn’t merely regarding the info itself however moreover the easiest way that Spotify personalizes the data to its clients and presents it in clever strategies. Last year, as an example, Wrapped included an “Audio Aura,” which confirmed listeners their prime two “moods” based on their listening conduct.
This 12 months, the model new addition of remember is one factor Spotify calls your “Listening Character.”
Created with obvious inspiration from the essential Myers-Brigg character verify and its four-letter codes, the “Listening Character” attribute moreover introduces a four-letter combination for the patron that interprets into certainly one of many 16 character kinds Spotify has created. For instance, followers who quickly stream new releases and who’re typically ahead of traits might uncover themselves dubbed an ENPC, or an early adopter, whereas followers who wish to stream music from totally different parts of the world is maybe labeled an ENLC, or a voyager.
Image Credit score: Spotify
“The way in which wherein we take heed to music says tons about us and your Listening Character not solely tells you regarding the music you take heed to nevertheless what that claims about your music fashion,” explains Spotify VP of Product Enchancment Babar Zafar, who leads the workforce that creates the Wrapped experience.
Of us’s character type will in all probability be based on a mixture of the music they stream and plenty of specific traits — like their tendency to search out new music, the everyday age of the songs they take heed to, the fluctuate of artists they take heed to and the best way their listening resembles or differs from others. Each of the 16 doable Listening Personalities is given its private vibrant card designed for re-sharing to social media or for messages to associates.
Image Credit score: Spotify
This new attribute is being built-in with Snapchat, too, allowing followers to unlock a custom-made Snapchat Lens that shows their “Listening Character.” Snapchat clients can also reap the advantages of Wrapped-themed apparel for Bitmojis. And with a model new GIPHY partnership, clients can entry custom-made Wrapped-themed GIFs.
One different Wrapped 2022 attribute is one factor known as “Audio Day,” which is an interactive story that describes an individual’s listening traits from morning by the use of evening.
Image Credit score: Spotify
Within the meantime, Wrapped’s well-liked “Prime Tune” attribute is being expanded this 12 months to provide a few further insights, like what variety of cases clients listened to their prime music and on which day of the 12 months they listened in all probability probably the most.
Image Credit score: Spotify
Plus, clients will get hold of their common year-end updates about their prime artists, songs, genres, podcasts and minutes listened along with their Prime Songs 2022 playlist.
Image Credit score: Spotify
Image Credit score: Spotify
Whatever the varied strategies to share and work along with Wrapped, Spotify admits it’d’t monitor the whole attain of Wrapped as a result of it notices its youthful clients will normally snap {a photograph} of their cellphone show for private sharing, reasonably than — or together with — posting their Wrapped to social media.
To help deal with this, Spotify this 12 months is now further deeply integrating with quite a few messaging platforms as part of its drive to get Wrapped shared — and tracked — in as many areas as doable. Whereas clients could always share Wrapped on social media, Wrapped 2022 is together with direct integrations with WhatsApp, Instagram Direct Messages, Fb Messenger and Line, to have the ability to larger cater to those clients preferring to share their Wrapped further privately.
Spotify can be leveraging its more recent Roblox integration, Spotify Island, as part of this 12 months’s Wrapped.
In its virtual world, Roblox clients can go on Wrapped-inspired quests, play video video games, retailer digital merch and use {a photograph} gross sales house attribute with 12 utterly totally different artists, along with Bizarrap, Black Sherif, CRO, Doechii, Eslabon Armado, Miranda Lambert, NIKI, Stray Kids, SUNMI and Tove Lo.
Image Credit score: Spotify
The company can be doubling down on another feature introduced last year: artist video messages.
Taking a cue from celeb social apps like Cameo and the popularity of short-form video, as on TikTok, Spotify ultimate 12 months had labored with 170+ artists to create temporary video messages the place they thank followers for along with them of their listening all 12 months lengthy. This 12 months, the company expanded the video message attribute, “Your Artist Messages,” to larger than 40,000 music creators, along with well-known names like Taylor Swift, Billie Eilish, J Balvin, Måneskin, Shania Twain, Pusha T and others.
Clients can scroll by the use of the video messages in a vertical, full-screen interface, very similar to TikTok.
Spotify says clients will see these motion pictures in the event that they’ve a minimal of two artists with “thanks” motion pictures of their prime artists. In numerous phrases, the attribute is restricted to those followers who’re most engaged with the artists. Whereas the attribute is certain to boost fan engagement, it’s a shame the artists can’t moreover submit their motion pictures elsewhere on Spotify — like a Tales half on their very personal Artist profile, as an example. Spotify says clients can see as a lot as a most of 10 artists’ “thank yous” in Wrapped.
Wrapped might also get its private hub on Spotify’s mobile app, the place streamers can browse merch and dwell efficiency tickets from their prime artists.
As in earlier years, creators and podcasters could have their very personal Wrapped experiences, obtainable immediately from Spotify for Artists, Spotify for Podcasters and Anchor. Artists will obtain notion into their streams, their most-shared lyrics, what variety of followers had them of their prime artists, followers’ Listening Personalities and additional. Podcasters will obtain insights on listens and follows, what variety of followers had their podcast of their prime 5 or 10, their prime episode basic, placement on the charts and additional.
In reality, as part of Spotify’s year-end evaluation, the company moreover highlighted the top artists and creators on its platform, every globally and on a per-country basis.
This 12 months, the most-streamed artist globally was Unhealthy Bunny, adopted by Taylor Swift, Drake, The Weeknd and BTS. In all probability the most-streamed songs globally had been “As It Was” by Harry Sorts, “Heat Waves” by Glass Animals, “STAY (with Justin Bieber)” by The Baby LAROI, “Me Porto Bonito” by Unhealthy Bunny that features Chencho Corleone, and “Tití Me Preguntó” by Unhealthy Bunny. And the most-streamed albums globally had been “Un Verano Sin Ti” (Unhealthy Bunny), “Harry’s Dwelling” (Harry Sorts), “SOUR” (Olivia Rodrigo), “=” (Ed Sheeran) and “Planet Her” (Doja Cat).
Image Credit score: Spotify
In reference to Unhealthy Bunny’s chart dominance — the artist is now the most-streamed globally for the third 12 months in a row — Spotify elements out {that a} imply of fifty% of shoppers globally stream a minimal of 1 Latin music per 30 days on its service, equating to spherical 215 million clients across the globe. To have a very good time, Spotify will flip its inexperienced coronary coronary heart to Unhealthy Bunny’s crimson coronary coronary heart when clients “like” a Unhealthy Bunny monitor by means of the following week.
“You probably can see it’s extra of a method. The standard month-to-month streams of Latin music in 2022, to this point, is over 24 billion streams,” acknowledged Spotify’s World Head of Public Affa1irs Dustee Jenkins. “A big amount — and easily throughout the U.S., 1 in 10 streams is Latin music,” she well-known.
Throughout the U.S., the most-streamed artists had been led by Drake in first place, adopted by Taylor Swift, Unhealthy Bunny, Kanye West and The Weeknd. The very best songs had been “As It Was” by Harry Sorts, “Heat Waves” by Glass Animals, “Unhealthy Habits” by Steve Lacy, “Me Porto Bonito” by Unhealthy Bunny that features Chencho Corleone and “First Class” by Jack Harlow.
Prime albums had been “Un Verano Sin Ti” (Unhealthy Bunny), “Harry’s Dwelling” (Harry Sorts), “Dangerous: The Double Album” (Morgan Wallen), “Midnights” (Taylor Swift) and “SOUR” (Olivia Rodrigo).
Image Credit score: Spotify
Notably, Swift’s “Midnights” album solely arrived ultimate month and already broke numerous records, along with becoming the most-streamed album in a single day. Not surprisingly then, Swift grew to grow to be 2022’s “most viral” artist globally, ahead of The Weeknd, Unhealthy Bunny, BTS and Lana Del Rey, based on shares from Spotify to social platforms.
Spotify moreover highlighted its hottest podcasts for the 12 months, which, globally, had been led by “The Joe Rogan Experience” (as soon as extra!), then “Identify Her Daddy,” “One thing Goes with Emma Chamberlain,” “Caso 63” (All Languages) and “Crime Junkie.” The U.S. itemizing moreover seen Rogan and “Identify Her Daddy” throughout the prime two spots, adopted by “Crime Junkie,” “The Daily” and “Armchair Skilled with Dax Shepard.”
Image Credit score: Spotify
Image Credit score: Spotify
And though a fairly new addition in the U.S., Spotify showcased its prime audiobooks in a listing that didn’t seem to include solely current releases. In its place, clients’ prime books had been “I’m Glad My Mom Died” by Jennette McCurdy, “Harry Potter and the Sorcerer’s Stone” by J.Okay. Rowling, “It Ends with Us” by Colleen Hoover, “Atomic Habits” by James Clear and “The Delicate Art work of Not Giving a F*ck” by Mark Manson.
The company acknowledged it might moreover market Wrapped by the use of out-of-home campaigns, along with points like a phrase search that appears in billboards in LA and Brooklyn, and additional. Spotify furthermore partnered with FC Barcelona, which may result in 2022 Wrapped motion pictures from avid gamers, along with Robert Lewandowski, Alexia Putellas, Pedri and Ansu Fati, shared to social media.
Image Credit score: Spotify
Wrapped 2022 is obtainable solely by the use of Spotify on mobile devices.
Spotify clients have moreover been having enjoyable with a third-party tool, Instafest, which moreover creates playlists based on clients’ listening habits.
