Today, the biggest Wrapped we've ever created debuted on Spotify. Not only is it live in a whopping 170 markets and 35+ languages, but it's also taken on a more prominent role in our app, with integrations spanning DJ, audio listening rooms, Blend, merch, and more. In a year in which Spotify brought more to users than ever before, 2023 Wrapped stands to unite all of our offerings in one unforgettable experience.
This year's personalized Wrapped experience is also full of new data stories, including a twist on Your Top Artist that showcases how your relationship with your favorites has changed over time. It also features Sound Town, which highlights the city that has the most similar taste profile to yours, and video thank you messages from your favorite artists-submitted by over 40,000 creators-right in the Wrapped experience.
It's all the result of a special company-wide collaboration between teams across Spotify. As Global Head of Marketing Experience, Louisa Ferguson builds those connections across every moment of the campaign strategy, end-user journey, and global roll-out. A music and Wrapped fan herself, she's especially excited for the ability for fellow fans to be able to share their Your Top Song playlists with friends-a long-awaited, much requested update.
For the Record asked Louisa to unpack the thinking, data, and creativity that contributed to 2023 Wrapped.
Describe the 2023 Wrapped vibe. Every year, it feels like the world is moving faster. The internet is converging with real life. There's something about this past year that felt especially chaotic with regards to how people consumed culture. We really wanted to acknowledge that feeling because it felt very accurate to 2023. Amidst all this, we realized that your Wrapped doesn't lie. The data is real. And so we leaned into creating the realest Wrapped ever.
The design for 2023 Wrapped is inspired by the early aughts. How did the team land on this creative approach in tandem with the realest Wrapped ever theme? The Wrapped identity this year reinforces the real theme in a playful way. We were inspired by the nostalgia of early internet expressions, and the idea of crafting them through a modern lens. We used a layered approach to dial up and down various elements to create layouts that feel fluid and dynamic. We're always looking to push the boundaries, and we know that every year, there's debate that Wrapped inspires. We welcome that, and we expect this year will be no different.
I would also add that there's so much time and thought around developing a scalable design system. You have to think about what will work for the languages across all the markets we're working in. I think the team did an incredible job of marrying this nostalgic playfulness vibe with some of the very functional requirements that come with delivering this experience at an enormous scale.
Where did the idea for the genre sandwich come from? Genre is a fan-favorite data story for sure. This year, we were especially interested in visualizing and quantifying the genres against one another, which we haven't always done in the past. If you think about last year's genreverse, those genres were all merchandised together-it was one next to the other. This year, we're showing your relative listening when compared between genres, which meant we had to do something layered. We landed on a sandwich because it had both global relevance and could be customized in a fun way. There's a bunch of different bread types, and then the genres take up different levels of height within the sandwich. It's also just fun.
Interactivity and engagement are key to the Spotify experience year-round. How did you translate it for 2023 Wrapped? Wrapped is the capstone of what has been an incredibly delightful year of Spotify interactive experiences. We started off the year with Playlist in a Bottle and were overwhelmed by the positive user response. We expanded the My Top Five franchise. We also developed a genre-based experience called Find Your Flow. These experiences represent a new way of thinking about marketing and product at Spotify. And there's more coming after Wrapped, which I won't give away just yet.
Originally, we believed these experiences needed to be short and sweet. But we've found that there's a cohort of fans that really want to go a level deeper. They want to engage. This was really exciting because it inspired us to do even more data-rich, complicated experiences. We also learned that market nuances really matter, and for Wrapped, these learnings just reinforced the need to think critically about global versus local campaign executions.
Wrapped also comes to life for fans beyond the app. What's new IRL this year? First and foremost, something that happens in real life is friends asking each other what's on your Wrapped?
We're also throwing tons of events around the world to celebrate the year in music. Those are going to be complemented by out-of-home experiences with interactive components. We'll also reveal our top artist through a special billboard moment in several cities across the world. I think what's become really wonderful about our Wrapped celebration for the global top artist in particular is that it's given us permission to really deliver special experiences for fans. Some of our coolest, craziest work comes from those collaborations. Critically, it's a celebration for the fans as much as the artist. We're able to recognize both and celebrate the achievement.
Predict your own top artist and podcast of the year. I think it's going to be a very strange battle between Fred again.. and Dizzy Gillespie. I'm all over the place! For podcast, it's likely going to be Popcast, followed by The Daily. I'
Europe Stories
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
03/12/2025
S an Nollaig
Celebrate 2025's top Irish sporting stars with RT Sport Awards live from RT Studios on RT One and RT Player
RT pays tribute to Ror...
02/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
02/12/2025
--
The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO), and the International Telecommunication Unio...
02/12/2025
Harmonic's cOS Platform Will Redefine Subscribers' Quality of Experience, Lowering Churn SAN JOSE, Calif. - Dec. 2, 2025 - Harmonic (NASDAQ: HLIT) today...
02/12/2025
S an Nollaig
Hollywood blockbusters The Banshees of Inisherin, Barbie and Oppenheimer make their Irish TV debut
Tune into the classics such as Love Actual...
02/12/2025
Showcasing fresh Irish storytelling and emerging talent Storyland 2025 signals a fantastic time for Irish drama
RT and F s ireann/Screen Ireland are proud to...
01/12/2025
MANCHESTER, UK - November 2025 - Announced two days before the 30th anniversary of Oasis' debut album, Definitely Maybe, the Oasis Live '25 tour marks t...
01/12/2025
01 Dec 2025
Kyivstar and Ukrainian Ministry of Digital Transformation Select Go...
01/12/2025
The prequel to the global hit Sky Original mob crime saga, Gomorrah' is a s...
01/12/2025
Featuring Florence Welch, Red Hot Chilli Peppers' Flea, designer Bella Freud...
01/12/2025
Fox Corporation Chief Financial Officer Steve Tomsic to Participate in Upcoming ...
01/12/2025
Arvato Systems' Virtual Private Cloud (VPC) Receives BSI C5 Certification (T...
01/12/2025
Summary This short video gives you an summary of the changes in under two minutes.
--...
01/12/2025
As the festive season approaches, RT Supporting the Arts is proud to showcase a...
01/12/2025
Festive specials of Christmas in Kilmainham presented by Marty Whelan, High Road Low Road, Callan Kicks the Year and Keys to My Life
Ring in the New Year with ...
01/12/2025
Architect and television presenter Hugh Wallace, best known to RT audiences as a long-serving judge on Home of the Year, has died at the age of 68.
In a state...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
25/11/2025
Tracy Bonareri Onchoke, an investigative journalist from Kenya is the winner of the Thomson Foundation's Young Journalist Award 2025.
The 26-year-old-sele...
25/11/2025
The best playlists, podcasts, and audiobooks bring a little extra magic to your daily routine. With new features and offerings, Spotify Premium delivers even mo...
25/11/2025
Comprehensive new research confirms what we already knew: Australian music fans love the quality, quantity, and access they have to new and local music on strea...
25/11/2025
Applicable Products
Objectives The purpose of this application note is to give a brief background on 5G (NR) wireless communication an explain the reason a SN...
25/11/2025
25. November 2025 Cecilia Pierron
Last week, we took part in OnDAM 2025, an educational conference fully dedicated to DAM, hosted by Activo Consulting. The ...
25/11/2025
25 Nov 2025
VEON's QazCode and MeetKai Sign Agreement to Power National LLM...
25/11/2025
UKTV has acquired a high-profile slate of US dramas from Paramount Global Conten...
25/11/2025
A symphony of genius, rivalry and vengeance, boldly reimagined from Peter Shaffe...
25/11/2025
Article courtesy of Cinematography World
Read the article
FilmLight has finalised the prestigious 2025 FilmLight Colour Awards jury and welcomed award-winning...
25/11/2025
Article courtesy of Prensario
Read the article
La serie fue dirigida por Juli n de Tavira, Rodrigo Santos, y David Leche Ruiz, con direcci n de fotograf a a...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
The awards, celebr...
25/11/2025
Article courtesy of Televisual
Read the article
Already live in Los Angeles and rolling out in New York and London, Nara gives producers, colourists, conform ...
25/11/2025
Article courtesy of Digital Media World
Read the article
ARTONE post-house in Tokyo is the first facility in Japan to integrate Baselight M, choosing its prec...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
Once hidden in post-production suites, the artists who make movies and TV shows look the way they ...
25/11/2025
Article courtesy of Deadline
Read the article
The Brutalist' & Bad Bunny's Nuevayol' Music Video Among 2025 FilmLight Colour Award Winners - Cam...
24/11/2025
Robyn made her long-awaited return to the stage this week, as Spotify and Acne Studios brought friends and top fans together for an unforgettable evening at the...
24/11/2025
After more than two years of redevelopment, FC Barcelona returned to its spiritual home on November 22, hosting Athletic Club in the first La Liga match at the ...
24/11/2025
24 Nov 2025
Kyivstar Launches Starlink Direct to Cell Satellite Connectivity in Ukraine Today's Launch Makes Ukraine the First Country in Europe Where Star...
24/11/2025
Ahead of the new ninth series of Dancing with the Stars, kicking off in January 2026, RT and Shinawil have announced the arrival of three new faces to the hit ...
Today, the biggest Wrapped we've ever created debuted on Spotify. Not only is it live in a whopping 170 markets and 35+ languages, but it's also taken on a more prominent role in our app, with integrations spanning DJ, audio listening rooms, Blend, merch, and more. In a year in which Spotify brought more to users than ever before, 2023 Wrapped stands to unite all of our offerings in one unforgettable experience. 
