The marketing genius of Spotify Wrapped
Spotify Wrapped has become a cultural phenomenon since its inception in 2015, transforming individual listening data into personalized, shareable experiences that resonate deeply with users. This annual campaign allows Spotify listeners to reflect on their musical journeys over the past year, showcasing their top songs, total listening time, and even categorizing them into unique “listening personalities.” For many, including the author, the experience can lead to surprising revelations—like discovering that a quirky 2004 track, “Rusty Chevrolet” by Shanneyganock, became a household favorite thanks to a child’s playful enthusiasm. This blend of nostalgia and humor highlights how personal connections can influence our music preferences, illustrating the broader impact of Spotify Wrapped on listener engagement.
At its core, Spotify Wrapped taps into a fundamental human desire for both individuality and belonging, as articulated by social psychologist Marilynn Brewer’s “optimal distinctiveness theory.” This theory suggests that people are constantly balancing their need for social connection with their desire to express their uniqueness. Spotify Wrapped cleverly satisfies both needs: users can celebrate their shared musical tastes with friends while also showcasing their distinct listening habits. This dual appeal is mirrored in successful marketing strategies from brands like Coca-Cola, which encourages connection through personalized products. The campaign’s strategic visuals are not only eye-catching but also highly shareable, leading to impressive social media engagement—evidenced by the staggering 73.7 billion views of the #SpotifyWrapped hashtag on TikTok in 2023.
The success of Spotify Wrapped has inspired similar initiatives from other platforms like Apple Music and Duolingo, yet none have quite matched its cultural impact. The campaign has garnered numerous awards, solidifying its place in digital marketing history. As listeners reflect on their musical preferences and share their Wrapped results, they engage in a broader conversation about identity and community, prompting questions about what their listening habits say about them. As the year comes to a close, many are left to ponder their own musical journeys and the delightful surprises that Spotify Wrapped reveals. So, what did your list look like this year? Will you celebrate, hide, or laugh at what it says about you?
https://www.youtube.com/watch?v=0v5NTIqc_sM
Charli XCX performs during a celebration of the annual release of Spotify Wrapped in 2022 in Los Angeles.
Kevin Winter/Getty Images for Spotify
Even before this year’s Spotify Wrapped dropped, I had a hunch what mine would reveal.
Lo and behold, one of my most-listened-to songs was an obscure 2004 track titled “
Rusty Chevrolet
” by the Irish band Shanneyganock. I heard it first thanks to my son, whose friend had been singing it on the swings at school. My son found it utterly hilarious, and it’s been playing in our house nonstop ever since.
Like parents all over the world, I rue how my son’s musical tastes have hijacked my listening history. But I’m also tickled to learn that our household is probably one of the few even listening to it.
Spotify Wrapped is an annual campaign by the popular streaming music platform.
Since 2015
, the streaming service has been repackaging user data – specifically, the listening history of Spotify’s users over the past year – into attractive, personalized slideshows featuring, among other data points, your top five songs, your total listening time and even your “listening personality.” (Are you a “Replayer,” a “Maverick” or a “Vampire”?)
As a consumer behavior researcher
, I’ve thought about why these lists get so much attention each year. I suspect that the success of Spotify Wrapped may have a lot to do with how the flashy, shareable graphics are connected to a couple of fundamental – and somewhat contradictory – human needs.
Individuality and belonging
In 1991, social psychologist
Marilynn Brewer
introduced what she coined “
optimal distinctiveness theory
.”
She argued that most people are torn between two human needs. On the one hand, there’s the need for “validation and similarity to others.” On the other hand, people want to express their “uniqueness and individuation.” Thus, most of us are constantly striving for a balance between feeling connected to others while also maintaining a sense of our own distinct individuality.
At Thanksgiving, for example, your need for connection is likely more than satisfied. In that moment, you’re surrounded by family and friends who share a lot in common with you. In fact, it can feel so fulfilled that you may start craving the opposite: a way to assert your individuality. Maybe you choose to wear something that really reflects your personality, or you tell stories about interesting experiences you’ve had in the past year.
In contrast, you may feel relatively isolated when you move to a new town and feel a stronger need for connection. You may wear the styles and brands you see your neighbors and co-workers wearing, pop into popular cafes and restaurants, or invite people over to your home in an effort to make new friends.
Have it your way
When people buy things, they often make choices as a way to satisfy their needs for connection and individuality.
Brands recognize this and usually try to entice consumers with at least one of these two elements. It’s partly why Coca-Cola started releasing bottles featuring popular names on the labels as part of its “
Share a Coke
” campaign. The soft drink remains the same, but grabbing a Coke with your name on it can cultivate a sense of connection with everyone else who has it. And it’s why Apple offers
custom, personalized engravings
for products such as its AirPods and iPads.
Coca-Cola’s ‘Share a Coke’ campaign taps into optimal distinctiveness theory.
AP Photo/Business Wire
Spotify Wrapped works because it nails the balance between competing needs: the desire to belong and the desire to stand out. Seeing the overlap between your lists and those of your friends fosters a sense of connection, and seeing the differences is a signal of your (or your kids’!) unique musical taste. It gives me a way to say, “Sure, I’ve been listening to ‘
Soda Pop
’ nonstop like everyone else. But I’m probably the only one playing ‘Rusty Chevrolet’ on repeat.”
What are your most-listened-to songs of 2025?
John Phillips/Getty Images for Spotify
The Wrapped campaign is also smart marketing. Spotify turns listeners’ unique, personal listening data into striking visuals that are tailor-made for posting to social media accounts. It’s no wonder, then, that the Wrapped feature
has led to impressive engagement
: On TikTok, the hashtag #SpotifyWrapped
garnered 73.7 billion views in 2023
. The annual campaign has earned numerous honors, including a Cannes Lion and several Webby Awards, otherwise known as the “Oscars of the Internet.”
It’s been so successful that it’s inspired a wave of copycats:
Apple Music
,
Reddit
,
Uber
and
Duolingo
now release similarly personalized “year-in-reviews.”
None, however, has managed to achieve the same level of cultural impact as Spotify Wrapped. So what’s on your list? And will you brag, hide or laugh at what it says about you?
Ishani Banerji does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
Eric
Eric is a seasoned journalist covering General news.
