Tag: Spotify Wrapped 2022

Fans Wanting To Wear Merch From Their Top Wrapped Artists Leads to the Biggest Week of Artist Merch Sales in Spotify History

December 8, 2022

Each year when Spotify Wrapped rolls around, listeners eagerly look forward to seeing their top-streamed artists revealed. And 2022 Wrapped was no different. Last week, millions of fans around the globe learned about their unique music listening personalities as well as the patterns behind their plays. But this year, as always, we took Wrapped a step further with new stories and features—including artist merch in the app to help fans get closer to their favorite artists. 

Fans love to rep their favorite artists, and they especially love to do so after seeing their Wrapped results: In the seven days since launching Wrapped, we’ve seen the highest-grossing merch sales week for artists in Spotify history. 

Connecting fans with ways to express their favorite fandoms and lend support to the artists they love is key to fulfilling our mission of enabling artists to live off their art. In the weeks leading up to Wrapped, artists listed their top merch items on their Spotify profiles through Spotify for Artists to capitalize on all the increased attention their profiles would get on the big day. Then, during Wrapped, we debuted a new shelf of merch offers in the Wrapped hub and sent a personalized email to fans with merch from their top artists of the year. Fans of Ghost, Smino, NIKI, Joji, Elton John, Fireboy DML, and Jack Harlow even got early access to exclusive merchandise through Spotify, further underscoring our commitment to helping artists build new revenue streams on Spotify. 

Though selling merch may seem unexpected, it’s impactful. “By our offering merch on Spotify, millions of the world’s most engaged music fans can now support their favorite artists by buying merch right where they’re already listening,” says Alex Lavian, Product Marketing Lead, Spotify for Artists. “This helps us get closer to achieving our goal of providing a million creative artists the opportunity to live off their art.”

We asked Alex to break down these impactful merch sales even further. 

Why merch? 

Merch is an important source of revenue for artists, and we’re actively investing in new revenue opportunities for artists beyond streaming royalties. Enabling artists to sell merch on Spotify drives a deeper connection between them and their fans. Plus, it’s a natural place for fans to buy things from the artists they love. Just like how fans can’t resist the merch table after an amazing live performance, Spotify can share offers with fans at that perfect moment, whether it’s right after streaming an album, discovering an artist for the first time, or learning an artist was your most streamed that year. We think there’s a huge opportunity to help artists reach listeners with their merch at just the right moment. 

How does this contribute to greater earnings for artists?  

The business of being an artist is complex and multifaceted—it relies on multiple income streams from multiple artist-to-fan touch points, including streaming music, selling merch and tickets, collecting tips, and more. Just as we enabled artists to list their merch in the Wrapped Hub, we also did the same with upcoming tour dates, so that fans can easily experience the artist live and in-person as well as—contributing to yet another revenue stream for the creator. There’s a huge opportunity for Spotify to be an impactful sales channel for artists and we’re making lots of progress.

How does merch in Wrapped build brand love with fans? 

This year merch played a central role in the Wrapped campaign to give fans new ways to express their fandom and support the artists they love. Merch is a relatively new vertical for Spotify and one we’re extremely excited about. We aim to build a culture around merch on Spotify, establishing Spotify as a destination for unique offerings, effective promotions, and meaningful revenue.

Find merch from your favorite artists in the Wrapped hub.

Podcaster Wrapped Celebrates Podcast Creators and Their Fans in 2022

December 2, 2022

Earlier this week we revealed 2022 Wrapped, our annual campaign that brings creators and fans together around a shared love of all things audio. And to accompany it, we launched Podcaster Wrapped for creators. 

Podcaster Wrapped is our way to recognize achievements across our podcast creator ecosystem and offer a unique peek into user behavior and listening trends from the past year. And what a year it was! We were blown away by the amount of podcast content created: It would take you over 1,500 years to listen to every minute of the 25 million+ podcast episodes published in 2022. 

As we look back at all the meaningful moments that made up 2022—the milestones, big wins, and one-of-a-kind connection that brings creators and fans together—it’s clear there’s a lot to celebrate. 

More for listeners and creators to love

This year, we saw a more than 50% increase in podcast consumption. Over half of the billions of hours of content played in 2022 was newly published since January.

Meanwhile, we continued to build innovative tools that enable podcasters to create, grow, and monetize their content in new ways. We brought video podcasts to creators in over 180 markets so that listeners can enjoy a visual complement to content and creators have a new way to reach and connect with their fans. We also made it easier for creators to sound better with a new audio enhancement feature, and we expanded our interactivity capabilities by making Q&A and Polls available to creators around the world.

Getting to know you

We launched our first-ever Fan Study for podcasters, giving creators insights into fan behavior so they can make more informed decisions about how to grow their show. Through Fan Study, we learned things like fans who follow your podcast will listen to four times the number of episodes, and Gen Z’s podcast discovery is growing at twice the rate of other generations.  

We elevated dozens of emerging podcasters from around the world with programs like RADAR Podcasters and Sound Up, which both aim to spotlight up-and-coming creators and provide them with support to grow their audiences.

Near and far

And we continued to see that podcasts are truly global. Podcaster Wrapped showed us that the majority of podcasts published are listened to in more than one country, and we’re seeing impressive creation growth in Central and South America, specifically Colombia, Argentina, Guatemala, Ecuador, and Costa Rica. These countries saw a more than 50% increase in new shows created between 2021 and 2022. The top markets in terms of shows published are the U.S., Brazil, Mexico, Indonesia, and India. 

We love seeing creators grow and hit their strides, and we’ll continue to build programs and tools to help podcasters of all kinds find success in 2023 and beyond.

Brazilian Hitmaker Ludmilla Uses Spotify Artist Wrapped To Track How Far She’s Come

November 30, 2022

Spotify listeners all over the world are taking part in Wrapped and learning about their listening habits. And just as fans are excited for Wrapped, creators are feeling the anticipation too.

Since its inception, Artist Wrapped has become a moment that artists look forward to all year. Now in its sixth year, Artist Wrapped is a personalized microsite presented by Spotify for Artists that allows creators to discover how their music connected with fans across the world that year. They can see how much they’ve grown by viewing their total hours streamed, followers and listeners stats, playlist adds, total number of shares, and more.

One artist who will definitely be checking out her Artist Wrapped is Ludmilla, who since making her musical debut in 2014 with Hoje, has become the first Black singer in Latin America to reach more than one billion streams on Spotify.

With hit studio and live albums including countless collaborations and tracks such as “Maldivas,” “Cheguei,” and “CAFÉ DA MANHĀ ;P” with Luísa Sonza reaching streams in the tens of millions, it’s safe to say that Ludmilla has had some significant growth since the days when she went by MC Beyoncé.

This year was a particularly sterling one for the Brazilian singer-songwriter, with Numanice #2 winning a Latin Grammy for Best Samba/Pagode Album.

For the Record caught up with Ludmilla to talk about her music, advice she’d give to other artists, and what she’s looking forward to most with 2022’s Artist Wrapped.

It’s been about eight years since the release of your first album, Hoje. How has your music evolved since then?

It evolved as I grew up, both as a person and as a professional. With each experience, I acquired more knowledge and I became more confident. Even my way of composing changed over time. With all these life changes, I discovered that I am a multifaceted artist, that I can sing other rhythms and work in other areas as long as it’s something I really believe in that I actually feel able to deliver.

As the first Black singer in Latin America to reach more than one billion streams on Spotify, what advice do you have for other Black Latin artists?

I usually say that there is no recipe, but I really believe that an artist’s authenticity matters so much. Of course, we all have inspirations, but it is extremely important to assume your own identity and give a face to both your project and your career.

What has your experience with Artist Wrapped been like?

Being able to access my data as an artist and know how the audience is consuming my music on the platform is amazing. 

What were some of your personal 2022 highlights?

Wow! I had a really incredible year and many remarkable things happened, starting with the release of the album Numanice #2, which immediately placed all the songs in the top 200. Soon after, I started the celebrations of my 10 years in music, and launched an EP of funk that recalls my days as MC Beyoncé, at the beginning of my career. This was followed by a nomination in the “Best International Act” category at the B.E.T Awards. 

Time passed and the Rock in Rio concert came. And now, finally, the apotheotic edition of Numanice, at Marquês de Sapucaí, in Rio de Janeiro—which broke an audience record with an audience of 33,000 people. And Numanice #2 won the Latin Grammy for best samba/pagode album. 

There were more things, but I think these already give an idea of ​​how wonderful my year has been.

What type of information have you been able to take away from previous years of Artist Wrapped that has helped you plan for the next year?

All. This data is very important to drive the work, to understand what the audience is listening to the most, how the music is performing . . .  In short, it is an incredible tool for the artist’s growth.

Are you a creator? Learn more about your listeners by visiting the Artist Wrapped page.

Ya están aquí: los artistas, canciones y podcasts más escuchados, además de las tendencias de escucha del 2022

November 30, 2022

No hay una sola forma de definir lo que ha sido el 2022. El volver luego de algunos años de incertidumbre nos ha llevado a que cada quien cree una “nueva normalidad” en nuestras relaciones con la cultura, y entre nosotros. Este año, los oyentes de Spotify aprovecharon para redefinir lo que les apasiona. Y ahora es tiempo de relevar lo que colectivamente cautivó y obsesionó a todo el mundo en la suma de todos los Mi 2022 en Spotify. 

Desde la música que nos hace bailar hasta los podcasts que nos mantienen fascinados, este es el audio que llegó a la cima de las playlists de los oyentes de Spotify.

Los artistas más escuchados de 2022 

Es un tricampeonato para Bad Bunny. El cantante y compositor es el artista más escuchado del mundo en Spotify, un lugar que mantiene desde el 2020. Ningún otro artista ha logrado esa hazaña antes, así que para celebrar, convertimos el botón de corazón en Spotify en el icónico corazón rojo de Un Verano Sin Ti. El artista también fue el más escuchado en todos los países hispanohablantes de Latinoamérica.

Taylor Swift  llegó a tiempo a la cita con sus fans a medianoche, y eso la impulsó a convertirse en la segunda artista más reproducida del año globalmente, y en el primer lugar de Australia, el Reino Unido, Irlanda, Malasia, Filipinas, Nueva Zelanda, Qatar, Eslovenia y Singapur. Completando los cinco artistas más escuchados están las dos potencias de Toronto, Drake y The Weeknd, junto con la banda de K-Pop BTS.   

Las canciones más escuchadas de 2022 

El creador de la canción del verano de 2022, Harry Styles, se lleva el codiciado honor de tener la canción más reproducida en todo el mundo con su éxito “As It Was”. La canción “Heat Waves” de la banda británica de indie rock Glass Animals es la segunda canción más escuchada de 2022, y los fanáticos simplemente no tienen suficiente. La colaboración del artista australiano The Kid LAROI con  Justin Bieber en “STAY” es la tercera canción más reproducida del año. “Me Porto Bonito”  feat. Chencho Corleone y “Tití Me Preguntó” de Bad Bunny ocupan el cuarto y quinto lugar, respectivamente.

Los álbumes más escuchados del 2022

Ahora bien, ¿qué obra en formato álbum, se escuchó más en 2022? Del español al inglés, del pop al hip-hop, los oyentes de todo el mundo mostraron una variedad de gustos. Un Verano Sin Ti  de Bad Bunny ocupa el primer lugar como el álbum más reproducido a nivel global para 2022. Harry’s House  de Harry Styles ocupa el segundo lugar. El álbum debut de Olivia Rodrigo, SOUR, ocupa el tercer lugar como álbum más escuchado. El álbum = de la superestrella del pop británico Ed Sheeran sigue siendo un favorito de los fans en el número cuatro. Finalmente, el álbum Planet Her (Deluxe) de la rapera y cantante estadounidense Doja Cat ocupa el quinto sitio.

Los podcasts más escuchados de 2022

Este año, la oferta de podcasts de Spotify se expandió a nuevos mercados, brindando a más oyentes de todo el mundo nuevos programas para maratonear. Con más de cuatro millones de podcasts, la plataforma ofrece algo para cada tipo de oyente de podcasts. Pero, ¿qué programas dejaron su huella especialmente en 2022? A nivel mundial, el podcast más popular por tercer año consecutivo es The Joe Rogan Experience. Call Her Daddy, de Alex Cooper, ocupa el lugar del segundo podcast más popular. Anything Goes with Emma Chamberlain, una futura exclusiva de Spotify que toca una variedad de temas de la popular creadora estadounidense, ocupa el tercer lugar, mientras que Caso 63, un podcast original de Spotify que se estrenó en español, portugués brasileño, hindi, y el inglés ocupa el cuarto lugar con todas sus iteraciones de idiomas combinadas. Crime Junkie, un podcast sobre crímenes reales de Ashley Flowers y Brit Prawat, completa la lista como el quinto podcast más popular.

Las tendencias globales que moldearon el año 

Estos artistas, canciones, álbumes y podcasts no fueron los únicos referentes que dieron forma a nuestro año. También hubo tendencias de audio en Spotify que unieron a las personas a través de la risa y la diversión. 

La nostalgia sigue muy presente en las playlists de los fans 

 

Y, por supuesto, nuestros oyentes realmente dominan todo sobre sus programas y películas.

 

¿Ya revisaste tu propio #Mi2022enSpotify? ¿Estos artistas, canciones, álbumes, podcasts y tendencias aparecen en tu experiencia de fin de año? Obtén más información sobre lo que tenemos reservado específicamente para ti aquí.

Mientras nos despedimos de 2022, puedes encontrar las listas completas de las canciones, los artistas, álbumes y podcasts más escuchados a continuación.

Los artistas más escuchados globalmente 

  1. Bad Bunny
  2. Taylor Swift
  3. Drake
  4. The Weeknd
  5. BTS

Los álbumes más escuchados globalmente

  1. 1. Un Verano Sin Ti by Bad Bunny
  2. Harry’s House by Harry Styles
  3. SOUR by Olivia Rodrigo
  4. = by Ed Sheeran
  5. Planet Her by Doja Cat

Las canciones más escuchadas globalmente 

  1. “As It Was” by Harry Styles
  2. “Heat Waves” by Glass Animals
  3. “STAY (with Justin Bieber)” by The Kid LAROI
  4. “Me Porto Bonito” by Bad Bunny feat. Chencho Corleon
  5. “Tití Me Preguntó” by Bad Bunny

Los podcasts más populares globalmente 

  1. The Joe Rogan Experience
  2. Call Her Daddy
  3. Anything Goes with Emma Chamberlain
  4. Case 63 (All Languages) 
  5. Crime Junkie 

Los artistas de K-Pop más escuchados globalmente 

  1. BTS
  2. BLACKPINK
  3. TWICE
  4. Stray Kids
  5. SEVENTEEN

Las canciones con las letras más compartidas globalmente 

  1. “Heat Waves” by Glass Animals
  2. “Heather” by Conan Gray
  3. “I Love You So” by The Walters
  4. “Summertime Sadness” by Lana Del Rey
  5. “Somewhere Only We Know” by Keane

Los artistas más virales globalmente 

  1. Taylor Swift
  2. The Weeknd
  3. Bad Bunny
  4. BTS
  5. Lana Del Rey

*Artistas virales significa que su música se comparte con mayor frecuencia en las plataformas sociales desde Spotify

Artistas más escuchadas de la playlist EQUAL 

  1. Sara James
  2. Shania Twain
  3. Evangelia
  4. Avril Lavigne
  5. Ethel Cain

Nu är det dags: Topplåtarna, Artisterna, Poddarna och Lyssningstrenderna för 2022

November 30, 2022

Det är omöjligt att definiera 2022 på ett enkelt sätt. Efter de senaste årens ovisshet har var och en av oss behövt hitta ett “det nya normala” i vår relation till kulturen såväl som till varandra. I år har Spotifys användare omdefinierat hur de skapar glädje. Och nu är det dags att att avslöja vad världen tillsammans glatt sig åt och varit besatta av i Spotifys 2022 Wrapped

Från musiken som har fått oss att dansa, till podcasterna som hållit oss fastnaglade. Här är ljudet som tog sig till den absoluta toppen på Spotify-användarnas spellistor.

Toppartisterna globalt 2022

Det blir tredje raka förstaplatsen för Bad Bunny. Singer-songwritern hamnar återigen högst upp på listan över de mest streamade artisterna globalt, en placering han har hållit sedan 2020. Ingen annan artist har lyckats med bedriften tidigare och för att fira det har vi stöpt om gillaknappen på Spotify till “Bad Bunnys speciella hjärtformade symbol”. Taylor Swift är den näst mest streamade artisten i världen med förstaplatser i Australien, Storbritannien, Irland, Malaysia, Filippinerna, Nya Zealand, Qatar, Slovenien och Singapore. Övriga artister som har tagit sig till topp 5 är två legendarer från Toronto: Drake och The Weeknd, samt K-Pop-giganterna BTS.

Flera artister har tagit stora kliv tack vare kraften i sociala medier. De mest “virala” artisterna definierar vi som de som som fått sin musik mest delad från Spotify till sociala plattformar. Att säga att Taylor Swifts album Midnights blev omtalat vore en underdrift och hon kniper förstaplatsen på listan över mest virala artister. The Weeknd är den näst mest delade artisten, följd av Bad Bunny. På plats fyra och fem återfinns BTS och Lana Del Rey.

Topplåtarna globalt 2022

Skaparen av årets sommarhit Harry Styles toppar listan över de mest streamade låtarna 2022 med superhiten “As It Was”. Det brittiska indierockbandet Glass Animals “Heat Waves” är den näst mest streamade låten 2022 – deras fans kan verkligen inte få nog. Australiensiska The Kid LAROIs samarbete med Justin Bieber “STAY” är den tredje mest streamade låten i år. Bad Bunnys “Me Porto Bonito” med Chencho Corleon och “Tití Me Preguntó” tar plats fyra och fem.

Toppalbumen globalt 2022

Vilket album streamades mest 2022? Användare runt om i världen visar på en stor mångfald i smak med topplistade verk på spanska såväl som engelska, och inom genrerna hiphop och pop. Bad Bunnys Un Verano Sin Ti  tar platsen som det mest streamade albumet 2022. Harry Styles “Harry’s House” tar andraplatsen och Olivia Rodrigos debutalbum SOUR tar tredjeplatsen. Brittiska superstjärnan  Ed Sheerans album = fortsätter att vara en stark lyssnarfavorit och kniper fjärdeplatsen på listan. Slutligen tar Doja Cats album Planet Her (Deluxe) femteplatsen på listan.

Toppoddarna 2022

I år expanderade Spotify sitt podcasterbjudande till en mängd nya marknader och användare runt om hela världen har fått nya favoritpoddar att plöja frenetiskt. Med fler än fyra miljoner podcasts kan Spotify erbjuda något för alla. Men vilka var de största poddarna under året? För tredje året i rad kniper The Joe Rogan Experience förstaplatsen. Call Her Daddy, med Alex Cooper, tar platsen som den andra mest lyssnade podcasten. Anything Goes with Emma Chamberlain, en blivande Spotify Exclusive som berör en bredd av ämnen från den populära amerikanska skaparen tar tredjeplatsen medan Caso 63, ett Spotify Original som i år togs fram på spanska, brasiliansk portugisiska, hindi, och engelska, tar fjärdeplatsen med språkvarianterna inräknade. Crime Junkie, en true crime-podcast av Ashley Flowers och Brit Prawat, är den femte mest lyssnade podcasten.

Har du hunnit kika på din egen Wrapped? Har dessa artister, låtar, album, podcasts och trender visat sig i din egen sammanställning av året? Utforska vad mer vi kan erbjuda specifikt för dig!

Medan vi tar farväl av 2022 finns hela listan av topplåtar, artister, album och podcasts nedan.

Mest streamade artister globalt

  1. Bad Bunny
  2. Taylor Swift
  3. Drake
  4. The Weeknd
  5. BTS

Mest streamade artister i USA

  1. Drake
  2. Taylor Swift
  3. Bad Bunny
  4. Kanye West
  5. The Weeknd

Mest streamade album globalt

  1. 1. Un Verano Sin Ti av Bad Bunny
  2. Harry’s House av Harry Styles
  3. SOUR av Olivia Rodrigo
  4. = av Ed Sheeran
  5. Planet Her av Doja Cat

Mest streamade låtar globalt

  1. “As It Was” av Harry Styles
  2. “Heat Waves” av Glass Animals
  3. “STAY (with Justin Bieber)” av The Kid LARO
  4. “Me Porto Bonito” av Bad Bunny feat. Chencho Corleon
  5. “Tití Me Preguntó” av Bad Bunny

Mest streamade låtar i USA

  1. “As It Was” av Harry Styles
  2. “Heat Waves” av Glass Animals
  3. “Bad Habit” av Steve Lacy
  4. “Me Porto Bonito” av Bad Bunny feat. Chencho Corleon
  5. “First Class” av Jack Harlow 

Mest populära podcasts globalt

  1. The Joe Rogan Experience
  2. Call Her Daddy
  3. Anything Goes with Emma Chamberlain
  4. Case 63 (All Languages) 
  5. Crime Junkie 

Mest populära podcasts i USA

  1. The Joe Rogan Experience
  2. Call Her Daddy
  3. Crime Junkie
  4. The Daily
  5. Armchair Expert with Dax Shepard

Mest streamade K-Pop-artister globalt

  1. BTS
  2. BLACKPINK
  3. TWICE
  4. Stray Kids
  5. SEVENTEEN

Mest delade låttexter globalt

  1. “Heat Waves” av Glass Animals
  2. “Heather” av Conan Gray
  3. “I Love You So” av The Walters
  4. “Summertime Sadness” av Lana Del Rey
  5. “Somewhere Only We Know” av Keane

Mest virala artister globalt

  1. Taylor Swift
  2. The Weeknd
  3. Bad Bunny
  4. BTS
  5. Lana Del Rey

*Med virala artister menas de som oftast delats från Spotify till olika sociala plattformar. 

Meat streamade artister på den globala EQUAL-spellistan

  1. Sara James
  2. Shania Twain
  3. Evangelia
  4. Avril Lavigne
  5. Ethel Cain

Everything You Need To Know About 2022 Wrapped

November 30, 2022

Listen to this story read aloud in 5 minutes and 30 seconds.


What were your 2022 listening milestones? Did you forge a deeper connection to your favorite creators, or explore new avenues of audio discovery that expanded your listening habits? 

Spotify Wrapped is all about celebrating the endless ways that millions of creators and fans connect through audio each and every day. Starting today, we’re commemorating a year gone by and inviting our fans to join in on the fun with the eagerly anticipated, personalized 2022 Wrapped experience. 

This year’s Wrapped experience is filled with fan-favorite features and exciting new ones that spotlight the many-layered elements of listening that make each and every fan unique. We know that no two listeners are the same—so, from the oddly specific to the unapologetically predictable, 2022 Wrapped encourages listeners to peer into the vibrant kaleidoscope of their listening and show it off to the world. Eligible iOS and Android users with the latest version of the Spotify mobile app can celebrate this ultimate combination of self-expression and play with their personalized experiences. (Creators, fear not: Artists and podcasters will also receive their own personalized Creator Wrapped to learn about and celebrate how their fans listened.)

We’re providing fans with some of their favorite Wrapped features plus a slate of new ways to discover and celebrate their year in listening. Just make sure you’re using the most recent version—8.7.78 or higher—of the Spotify app. (You can check this by going to Settings, then About. The app version you have downloaded will show up at the top of the screen.)

Here’s what to look out for:

Dig into your listening more deeply

Alongside our reveal of the top artists, songs, albums, and podcasts of 2022 that delighted our 456 million listeners around the world, fans can also head into the experience to see their own top lists across genres, songs, and podcasts, as well as minutes listened this year. (You can learn more about some of the genres here.) This year, we’re bringing back now-classic data stories and mixing in new features for a whole new way to discover your 2022 listening. 

The two new stories include: 

  • Your Listening Personality: It’s not only about what you listened to—but what that says about your music taste. This year during Wrapped, we’re showcasing 16 different Listening Personality types that Spotify created for 2022 Wrapped. Your Wrapped will showcase your Listening Personality based on how you listened to music throughout the year. Want to better understand how each of these special personas compare to one another? Find out all about them here.
  • Audio Day: An interactive story that gives you a peek into how your music taste evolved throughout the day, Audio Day showcases the niche moods and aesthetic descriptors of the music you listened to during morning, midday, and evening time periods.

Learn About Those Music Genres You May Not Have Heard Of

November 30, 2022

This year, you ventured into the genre-verse—and your 2022 Wrapped experience captured your journey. Did you check out the number of musical styles you explored, and gaze at your favorite five genres? Maybe you were fascinated by a genre name you didn’t know before.

There are thousands of genres out there, including new ones that are created each year. The way we see it, coming up with new names or groupings for genres gives us loose categorizations to identify emerging genres or remodel familiar ones so they are more recognizable, representative, and holistic to our listeners and their communities.

Genres like those listed in your Spotify Wrapped allow you to better identify the types of music that get you moving, catch your feels, or enable you to focus—and then find more of the same. Since music is made up of infinite types of sounds, styles, instruments, and lyrics, you can use the constellation of genres to help identify and define the sounds you like most.

Get to Know Your Music Listening Personality from 2022 Wrapped

November 30, 2022

Do you mostly listen to the same artists over and over (and over) again, or are you constantly on the hunt for something new? How about when it comes to classic tracks or recent releases? With music, everyone listens just a little bit differently, which is something 2022 Wrapped celebrates. In your personalized Wrapped experience, you may have noticed a new feature: Your Listening Personality.

Marie Rönn, Global Group Creative Director, Works Across Spotify To Bring Wrapped 2022 to Life

November 30, 2022

When you open your 2022 Spotify Wrapped, you’ll notice multicolored and multilayered graphics that are as multidimensional as your listening habits. The team behind Wrapped is just as expansive, with data scientists and engineers, copywriters, designers, music and podcast editors, and more. Uniting it all is Marie Rönn, Global Group Creative Director at Spotify. Throughout the year, she and her team ideate on concepts and collaborates with other teams to bring the project to life. 

Ahead of 2022 Wrapped, For the Record chatted with Marie to learn all about her work on the creative campaign. 

Wrapped has become a bit of a cultural phenomenon, with people anticipating its launch all year. When do you start thinking about the campaign? 

We’ve all started thinking about next year’s Wrapped already—before this year’s Wrapped is even over. Officially, I would say I get involved in conversations in March or April. That’s when we start thinking about the brief and working with the creative strategists. This past year we managed to brief writers, art directors, and designers to have them start thinking about both the design and the platform and all of that fun stuff by the end of May. 

What were some of the considerations for Wrapped this year?

We wanted to open the door to more of a joyous every day. To make sure we captured this new energy that has come out of people emerging from their bubbles and being able to meet up again. And so that’s something we were excited to dig into—to be a little bit more playful and irreverent. To have a bit of fun and encourage people to have fun as well. For the campaign, we wanted to invite people not just to get Wrapped, but to play it.

For the data stories, we asked ourselves, “What are people craving?” They want to know about their audio listening for the year, and tap into what is interesting about it—on a more emotional level. And that’s what we explored as we were starting to ideate. We had a lot of ideas—not all of them were feasible—but we worked super closely with the product team and others before landing on a couple of new data stories for this year that really tap into the more emotional side of listening. 

How did that thinking translate into the new data stories for this year, your Listening Personalities and your Audio Day? 

For the Listening Personalities, we were toying with the idea of how we would be able to talk about what your year-in-listening says about your music tastes. And so our team had all sorts of fun ideas of what we could tell about musical taste in terms of how you listen. The beautiful thing was that when we brought our ideas to the product team, they had already been thinking about a very similar concept, and had done tons of research into it. Great minds and teams came together to collaborate closely. Making sure that the Listening Personalities weren’t just for fun, but that they were insightful for listeners. 

For the Audio Day, again, we had great synergy with the product team. We wanted to get more into moods and aesthetics and move away from genres. Genres don’t give you the nuance of what type of mood you’re in, so what we wanted to do there was to try to tell you a little bit about your musical mood throughout the year. What was your musical mood when you listened in the morning versus in the evening, or at night? The inspiration was to just give people a little bit more of a meaningful experience. Genres go deep, but they’re not the only factor in the way we listen. 

Something that’s also new this year is that we added the day that you streamed your most-listened-to song the most. Peppering in a bit of fun and just a little more specific data for you to look back and think, “What was I doing that day?” Hopefully, people enjoy reminiscing. 

What’s one thing you hope fans walk away with after seeing their 2022 Wrapped? 

Hopefully they discover something about their listening that perhaps was a surprise. And that it also inspires them to keep discovering new music. Like, sure, we give you your year in review, but we also want to inspire you to keep the discovery going. 

We did something new this year to this effect: On your Wrapped playlist are your 100 songs you listened to the most. But this year, we also included one song you didn’t listen to. A playful surprise to encourage you to keep exploring.

Head to our Wrapped story hub to learn more about the new data stories for 2022.