From Data to Strategy: How Artists Can Make the Most of Their 2024 Wrapped

Spotify Wrapped is beloved by fans, but artists also cherish the experience. For them, it’s a unique opportunity to forge personal connections with their fans, celebrating those who streamed them the most and highlighting the tracks that truly resonated. In 2024, Wrapped for Artists returns with even more impact—featuring personalized data stories and visuals that reflect how artists engaged with their fans this year.

“This year, it was important to us that we curate a Wrapped experience that highlights the unique ways artists are willing to share more of themselves with their fans,” says Zach Burton, Associate Manager, Product Marketing at Spotify. “Features like Clips and Canvas invite artists to express themselves in a whole new way, and I’m so excited for artists to see how their biggest fans engaged with their art. And of course, to see them share it with all of their fans worldwide who made it possible.”

Curious what Spotify Wrapped has in store for artists? For the Record asked Zach to give up even more details.

What can artists expect from their Wrapped this year?

We’ve continued to innovate our data stories for artists so they can gain even deeper insights about their audiences and the growth they’ve had on Spotify each year. It wouldn’t be Wrapped without the crowd favorites, so we’re bringing back popular data stories like total listeners, top fans, top track, and the gains an artist made this year compared to last year. We’re also introducing two brand-new stories: the addition of an artist’s top-three-performing Clips, and the new release story, which highlights the artist’s biggest release week based on week-one streams. If an artist set up a Countdown Page in 2024, they’ll also see how many presaves it generated towards that project.

Also, when we began ideating on what this year’s Wrapped for Artists could be, we knew we wanted to give artists and their teams the freedom to move around within the microsite. That’s why we’re introducing a global navigation menu that allows artists to progress through the experience at their own pace and seamlessly navigate to the data points that matter most to them.

Additionally, we optimized each data story for sharing, introducing a brand-new array of share cards featuring individual cards for each data story. This allows artists to share results with their fans at any given point in the experience, rather than having to wait until the end to only share their Wrapped summary data points. This will be especially helpful to people who manage multiple artists.

What about songwriters and producers? What can they expect from their Wrapped?

Similar to artists, songwriters and producers who have an active Songwriter Page have access to their own microsite where they’ll receive a recap of their year on Spotify and Wrapped summary cards to share on social media.

It was a huge year for songwriters and producers in the industry, so we’re also taking our social campaign up a notch this year and bringing some new concepts to life—like capturing live reactions of songwriters receiving their Wrapped results, and celebrating the overall journey in a way that empowers the whole songwriter community.

How does Wrapped help artists connect more deeply with their fans?

Clips are a great way for artists to speak directly to the fans who kept them in their rotation all year long. We’ve incorporated Clips from artists into Wrapped for the past two years, and this year, we gave artists three new prompts for their messages to fans: 1) Reveal which song you’ve loved performing this year, 2) Drop the real meaning behind one of your new songs, and 3) Tell a story about writing a track.

These prompts give fans a chance to relive their favorite moments with artists’ music while looking forward to what’s coming next. Clips uploaded ahead of the Wrapped launch have the opportunity to be featured within the main data stories and a video feed for top fans. After Wrapped, artists’ uploaded Clips will be featured across Spotify—on their artist profile, the Now Playing view, Release Pages, and Home—so artists can keep reaching potential new listeners, connecting with fans, and driving streams and saves.

What advice do you have for artists in terms of using the data and insights from their Wrapped?

Wrapped for Artists provides valuable insights about artists’ biggest fans and most popular content, which could help power their future strategies. After learning more about how they showed up in 2024, artists can consider using some of Spotify for Artists’ tools to develop their fan base even further in 2025. This could mean expanding the audiences they saw strong engagement with, or learning from the visuals and releases they had the most success with when developing new release strategies. We’re excited to see how artists will translate these insights into meaningful strategies next year and beyond.

Ready to explore your Wrapped for Artists? Head to Spotify for Artists.

To learn more about this year’s campaign and experience, check out our 2024 Wrapped hub.