We’re Commemorating a Decade of Spotify Wrapped With Our Best and Boldest Wrapped Yet

Since its inception, Spotify Wrapped has continued to evolve, and every year it reaches more fans around the world. Over the past decade, we’ve learned that our users crave a unique, personalized way to reflect on their listening habits each year—and artists and creators want to learn more about how their fans streamed. 

Whether it’s building a seamless experience that makes it easier than ever to engage with Wrapped, delivering global data stories through the lens of local culture, creating real-life experiences that surprise and delight, or introducing fresh and unique ways for users to engage with their year in listening, we’ve continually innovated and iterated Wrapped so that we can keep offering a unique perspective on emerging trends—catching the beat before it goes mainstream.

“Our annual thank-you to fans around the world, Spotify Wrapped has become deeply ingrained in the lives of music fans worldwide,” said Marc Hazan, Vice President, Partnerships and Marketing at Spotify. “What started as a look back at the music and audio that defined the year has become a global cultural phenomenon in its own right, a moment driven by the passion of hundreds of millions of fans. We’re thrilled to debut 2024 Spotify Wrapped to more fans than ever before this year, celebrating the hundreds of millions of ways that they’ve streamed.”

Here’s what we’ve accomplished in that time:

2015

We launched a first iteration of Wrapped, bringing together the best of our previous end-of-year retrospectives in a three-tiered global campaign: Spotify’s year in review (top lists), fans’ year in review, and artists’ year in review. This set the tone for the Wrapped experience fans have come to know and love, attracting more than 5 million unique users to called Spotify Year in Music.

2016

We rebranded the “Year in Music” as “Wrapped” and launched the fast-growing “Your Top Songs” playlist. As a result, we differentiated our moment from other brand retrospectives.

2019

We built Wrapped directly into the Spotify app, maximizing self-discovery.

2021

We debuted Audio Aura, Wrapped Blend, and videos from fans’ top artists, enhancing self-expression and product awareness. 

2023

With new features like Sound Town and Me in 2023, Wrapped engaged a record 227 million monthly active users.

This year’s Wrapped campaign is all about celebrating the ways artists and creators have shaped fans’ lives one note, one voice, one idea at a time. 

How 2024 Wrapped came to life

As we mark a tenth year of Wrapped, we’re enhancing the experience with features like Your Music Evolution and Your Spotify Wrapped AI Podcast and introducing a bold and vibrant design to every element of the campaign.

We’re always striving to elevate how Spotify Wrapped comes to life visually, exploring fresh and exciting ways to serve up our biggest campaign of the year. This year, Spotify Wrapped will reach fans in 184 markets around the world, and its design has something for everyone, everywhere. 

“The 2024 Wrapped design is the result of a tremendous collaborative effort, and we’re incredibly proud of the final outcome,” said Rebecca Lim, Global Brand Design Director at Spotify. “While we say this every year, this year’s design truly stands apart from anything we’ve done bef

ore. It’s bold, vibrant, and full of elements that are guaranteed to catch the eye.”

This year’s Spotify Wrapped design is inspired by the ways pop culture thrives in a beautiful cycle of reinvention, constantly evolving and surprising us. Unexpected genres emerge and merge, timeless influences meet fresh ideas, and what once was niche now shapes pop culture. This insight inspired an art direction that loops, transforms, and celebrates the energy of this unique moment in time. Vibrant color combinations, playful layouts, and lively animations bring the design to life.

2024 Wrapped exemplifies the culmination of Spotify’s evolved brand identity, reflecting a more expressive and open Spotify at the center of culture. Earlier this year we introduced a new typeface—Spotify Mix—and to tease the campaign, Spotify positioned its logo with unique imagery on social media and in other marketing inspired by 2024’s biggest musical moments. 

“The final design direction evolves in a dynamic, high-energy color palette that celebrates the year’s momentum,” said Rebecca. “Layers blend and shift, creating something entirely new that scales exponentially. The bold, attention-grabbing ‘hyperloops’ of 2 and 4 propel us forward in vivid technicolor, symbolizing our journey toward the future. This motif, combined with a striking logo lockup, establishes Wrapped as the definitive stamp of what’s to come.”

Fans, artists, and creators will see the 2024 Wrapped design reflected across the in-app experience, across social, and on billboards around the world.