Celebrate Your Year in Audio with Spotify's 2021 Wrapped Campaign

If 2020 was the year that flipped the world on its head, 2021 was the year that we got used to seeing things upside down. With ‘normal’ thrown out the window, the world embraced the unknown and championed all of the things that make each of us unique. Spotify’s 2021 Wrapped, launching today, is a celebration of this — the millions of weird and wonderful ways to listen and live in a world that continues to keep us on our toes. This year, Spotify are shining a spotlight on the infinite number of 'normals' that now exist - each a reflection of our own experiences and perspectives. 

This year’s global campaign will feature artists and podcasters including Spotify’s top artist of the year Bad Bunny as well as Olivia Rodrigo, Justin Bieber, Doja Cat and fan-favourite podcasts MISFITS and Science Vs. The campaign will run across traditional and digital OOH, connected TV, online video, social media, web and of course in the Spotify app itself in 33 markets worldwide (the app experience will be available to users in over 100 markets). 

This year, Spotify are introducing even more ways for its listeners to explore and share their Wrapped right on Spotify, like Your Audio Aura, interactive Playing Cards, and your own personalised 2021: The Movie.

• 2021: The Movie: Spotify listener’s top songs paired with classic scenes from a movie that’s all about you.
• Your Audio Aura: We’ll mix up elements of your mood, tempo, liveliness, and even artist/album art to visualize your 'aura.”
• Playing Cards: An interactive data-based game that you play, and then share with your friends. We’ll display two true data points and one fake one. You have to guess which is the lie.
• Wrapped 2021: Blend: Tapping into the new Blend feature launched this year, Spotify fans can see how their 2021 music taste matches up with friends, stream their blended playlist and share their results on social.
• Even more shareability: We know that Spotify fans love to share their Wrapped cards on social and now they can directly share on TikTok for a limited time. This builds on the ability to share on other platforms, including Snapchat, Twitter, Instagram and Facebook. 

The heart of the Wrapped marketing campaign is Spotify’s OOH and it returns this year with more data-driven copy. And this year’s creative doesn’t just feature top artists (BTS, Olivia Rodrigo, and podcasts like Misfits, Spotify will also showcasing the everyday people such as the UK’s Jackie Weaver’s and her “I have the authority” playlist) who reached beyond the audio space and had an unforgettable impact on culture. Spotify asked them to create playlists that are available on Spotify that sets them apart from the pack. 

Distributed across social and digital channels, Short Fan films are about all the different 'normals' that are created every day on Spotify, where podcasts, playlists, genres, songs and culture collide. 

• Billie Eillish was featured on 265+ garden playlists in 2021 

• 7,600+ listened to both Doja Cat and the Extraterrestrial podcast this year

2021 has been the year of 'Good Soup' with the virtual trend inspiring nearly 13,000 playlists on Spotify. For one day only on December 1st, Spotify are partnering with the popular bone broth company Brodo to delight the people of New York City with tasty soup. This will include a Good Soup truck decked out in Wrapped branding.

“We’ve spent a lot of time dreaming about a return to ‘normalcy’ but as we sat down and began reflecting on this year we realized there is no such thing as ‘normal’ and that’s something worth celebrating,” said Alex Bodman, VP, global executive creative director at Spotify. “On Spotify ‘normal’ is whatever you listen to, however you choose to listen to it. We have never been one-size-fits all and that’s what has always made Wrapped so compelling - it’s all about you.”

You can also check out Spotify’s For the Record blog and the latest episode of our Spotify: For the Record podcast for more details including this year’s top artists, albums, songs, playlists and podcasts from the creators that helped soundtrack the year for more than 381 million users worldwide.