The Spotify Wrapped marketing campaign started in 2016 and continues to grow each year. This campaign became a viral marketing technique for Spotify from the start. The wrap is released at the end of each year showing all the songs consumers have been listening to cumulatively, the genre they were most in to, and the number of minutes they streamed their favorite artist. This is an effective personal marketing tactic for music lovers and artists who create. The new feature this past year was artist wrapped, this allows the artist to see their monthly listeners, hours streamed, and the countries their music is streamed throughout. For this blog, I’m going to break down segments of the 2021 wrapped campaign, and why it’s effective:
“Your Top Songs”:
One part of Wrapped includes your top five songs for the year. This is effective because it shows consumers their personal favorites songs from the past year. This also creates nostalgia and makes you think about the times you were listening to these songs over the year.
“Your favorite Genre”:
Another part of Wrapped includes your favorite genres you have listened to over the past year. This is effective because it brings awareness to the different music genres leading consumers to listen to more music from different genres.
“Your Favorite Artist”:
Another part of Wrapped, includes your top five favorite artists. This is effective because it’s efficiently marketing artist and helping them grow their audience. They even offer this for podcasts by showing your top five favorite podcasters.
“Your Audio Aura”:
This is the newest feature of Wrapped, your audio aura. This shows consumers the aura they give based off the music they listen to.
In conclusion, Spotify has found the best marketing campaign for the music industry. All Spotify users get excited to see their personal wrapped at the end of the year. Even after you get your Wrapped the marketing grows because most users share their Spotify Wrapped on other social media platforms. This grows marketing for Spotify and Artists who use Spotify as a platform for their music or podcast. Overall, the campaign is visually pleasing with color use, graphics, and animation. If you’re in the music industry, Spotify is the biggest platform you want to be on from a marketing perspective!
