The marketing genius of Spotify Wrapped
Spotify Wrapped has become a cultural phenomenon since its inception in 2015, transforming the way listeners engage with their music consumption and share their experiences. Each year, Spotify curates personalized summaries that showcase users’ listening habits, featuring their top songs, total listening time, and even unique “listening personalities” like “Replayer” or “Vampire.” This year, the excitement surrounding Spotify Wrapped was palpable, with users eagerly anticipating which tracks would grace their annual summaries. For many, like the author who discovered the quirky 2004 track “Rusty Chevrolet” by Shanneyganock through their child’s newfound obsession, these lists often reflect the unique musical influences within households, blending nostalgia with contemporary listening trends.
The success of Spotify Wrapped can be attributed to its clever alignment with fundamental human needs, as explained by social psychologist Marilynn Brewer’s “optimal distinctiveness theory.” This theory posits that individuals constantly seek a balance between the desire for connection and the need to express their uniqueness. Spotify Wrapped effectively satisfies both these urges by allowing users to celebrate their individual tastes while also fostering a sense of community through shared listening experiences. The campaign’s flashy, shareable graphics encourage users to post their results on social media, creating a buzz that resonates across various platforms. In 2023 alone, the hashtag #SpotifyWrapped amassed an astonishing 73.7 billion views on TikTok, underscoring the campaign’s remarkable impact and engagement.
Moreover, Spotify Wrapped stands out in the marketing landscape, leading to a surge of similar initiatives from brands like Apple Music and Duolingo, yet none have matched its cultural significance. The annual campaign not only enhances user engagement but also highlights the evolving relationship between consumers and brands, where personalized experiences are increasingly sought after. As listeners reflect on their musical journeys each year, they are invited to share moments of pride, humor, or even embarrassment about their listening choices, ultimately reinforcing the idea that music is a deeply personal yet universally shared experience. So, as we look forward to the next Spotify Wrapped, the question remains: what will your playlist reveal 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.
