Spotify Wrapped and the Rise of the Year-end Recap

Most people are ready to be done with 2020.

But brands like Spotify are giving customers a chance to look back on some of the happier moments of the last year through elaborate year-end recaps.

Spotify has stepped up its annual Wrapped feature that reveals users’ top artists, songs and more over the past year. It also offers a comprehensive look at the most popular music around the world.

The top artist? Rapper Bad Bunny, with more than 8.3 billion streams worldwide.

The streaming service added quizzes, badges and more personalized playlists to its recap this year. It makes clever use of its data, revealing a rise in pandemic-themed playlists as well as the decade of music users streamed most.

Just as crucially, Spotify made it easy to share your #2020Wrapped on social, giving users a chance to reveal something of their own brand through Spotify.

The recap also launched a ton of positive PR. All that adds up to a lot of free exposure for the brand, and Spotify didn’t miss the opportunity to push its business priorities. Users had to download Spotify’s mobile app to access their 2020 Wrapped, and podcasts were featured in the recap in a big way.

Delivering Value from Data

From clip reports to annual reports, year-end recaps are all about showcasing your organization’s value to key audiences. Spotify is no different. Wrapped 2020 highlights musical memories from the last year, brought to you by Spotify. Its engaging presentation makes the recap itself more valuable – and imminently sharable.

That value is ultimately derived from data. Spotify’s success comes in combining micro and macro listening insights. At a glance, users can see how their music tastes stack up against the rest of the world, as well as their friends on social media.