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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
14/01/2026
It's official! Beverley Callard has landed in Carrigstown. The beloved actor, known for her unforgettable roles and iconic screen presence, is joining the c...
13/01/2026
Independent media in Brazil and Colombia is facing an urgent crisis of traditional business models alongside a deteriorating security environment, according to ...
13/01/2026
Luxembourg, December 17, 2025 - SES S.A. ( SES or the Company ), a leading spa...
13/01/2026
Written and executive produced by Steve Lightfoot and Angela LaManna, produced b...
13/01/2026
New updates to Hitmaker Expansion from Celemony and Softube Edit pitch-perfect vocals with Melodyne Essential and get radio-ready guitar tones from Softube...
13/01/2026
Live broadcasts from RT 2FM Breakfast with Carl, Roz & Aisling, RT Radio 1 Tod...
12/01/2026
Spotify's new co-CEOs, Alex Norstr m and Gustav S derstr m, start off the new year with a message of renewed leadership, creative responsibility, and what&#...
12/01/2026
At Spotify, we listen to a lot of music. And every year, our global editors and artist partnerships teams come together to spotlight the emerging voices we beli...
12/01/2026
Spotify's global editors and Songwriter & Publisher Partnerships team spend their days immersed in new music, tracking the writers behind the songs breaking...
12/01/2026
X-Rite and Rhopoint Launch Rhopoint PANTORA Aesthetix to Streamline Creation of...
12/01/2026
12 Jan 2026
VEON's Kyivstar Launches 5G Pilot in Lviv Lviv, January 12, 2026 - VEON, a global digital operator (Nasdaq: VEON), today announces that Kyivsta...
12/01/2026
Monday 12 January 2026
The ultimate betrayal: Harry and Jamie Redknapp, Paul Me...
12/01/2026
Rohde & Schwarz opens larger office in Japan to increase its support for the Jap...
12/01/2026
Welcome to the AVECO team: introducing new members of management
At AVECO, we are continuing to implement our #newAVECO strategy, which aims to build an even s...
12/01/2026
For the first time in the nine-year history of Dancing with the Stars, the first...
10/01/2026
This year, podcasts are making their Golden Globes debut with a new category honoring the medium's leading shows and creators. To mark the occasion, Spotify...
09/01/2026
RT Player has 157 million streams, up 10% year-on-year
An increase on 2024, RT...
09/01/2026
RT 2FM has today announced the highly anticipated list of 2FM Rising Artists for 2026, kicking off 2FM Rising week for the eighth year on The Tracy Clifford Sh...
09/01/2026
RT to Host the 2026 RTS Ireland Awards
Thursday, 16 April 2026 | Dublin Royal Convention Centre
The RTS Ireland Television Awards 2026 | Gradaim RTS 2026 | R...
08/01/2026
An evidence-based analysis on disinformation and information manipulation in Sudan's ongoing conflict is published today. (January 8th 2026).
Thomson Found...
08/01/2026
In 2025 we launched the Spotify Partner Program to give creators more ways to tu...
08/01/2026
On Wednesday in Los Angeles, Spotify welcomed creators and press to a brunch cel...
08/01/2026
TSA awards Rohde & Schwarz contract for advanced airport screening ahead of Socc...
08/01/2026
The review looks back at DPA's miniature microphone development over the years. It compares the evolving technologies from the original mics through CORE an...
08/01/2026
Comscore Launches Audio Targeting and Measurement Capabilities with The Trade De...
08/01/2026
Tonight, on RT Prime Time at 9:35pm on RT One and RT Player
Tonight, Prime T...
08/01/2026
The Late Late Show celebrates the very best of traditional Irish music with its first-ever full special dedicated entirely to the tradition
Lisa Canny | Kevin...
08/01/2026
It will be murder on the dancefloor when Dancing with the Stars returns this S...
07/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
07/01/2026
We know people use Spotify not just to listen, but to share the songs, podcasts, and audiobooks they love with their friends and family. When we launched Messag...
07/01/2026
This week, all eyes are on the podcast industry as the Golden Globes recognizes ...
07/01/2026
Podcasts are stepping onto a new stage this week as the Golden Globes recognize the medium for the first time. To mark this milestone moment, we're hosting ...
06/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
06/01/2026
Lorde. A$AP Rocky. JENNIE. Baby Keem. KATSEYE. That's just a taste of who...
06/01/2026
Channel 4 and UKTV are giving viewers even more reasons to stream, with UKTV's U service set to feature thousands of hours of free, unmissable and bingeable...
06/01/2026
Tuesday 6 January 2026
An update on our Sky Mobile prices
Devesh Raj, Chief Operating Officer, Sky
Today, we've announced some changes to the prices of ...
06/01/2026
Comscore Launches Daily Program-Level Reporting with Deduplicated Insights on Sh...
06/01/2026
Comscore Completes Recapitalization Transaction with Preferred Stockholders Foll...
05/01/2026
Bad Bunny's DeB TiRAR M S FOToS defined the sound of 2025 for listeners eve...
05/01/2026
As the clock struck midnight and 2026 was born, so was an exciting range of new ...
05/01/2026
These Sacred Vows starring Tom Vaughan-Lawlor, Justine Mitchell and Jason O'...
05/01/2026
DANDANCING WITH THE STARS RETURNS TO SHAKE UP SUNDAY NIGHTS
Reigning Rose of Tr...
02/01/2026
Any Given Day: Cork University Hospital premieres Wednesday 7 January on RT One and RT Player at 9:35pm
RT will debut a powerful new six-part documentary se...
02/01/2026
Friday 2 January 2026
All episodes of Heated Rivalry will be landing on Sky and...
02/01/2026
Sequins, chat shows, live sporting action, ground-breaking docuseries and brand-new Irish drama to kick off 2026
New Year, New Content Coming Soon across RT
...
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. 
