Trend Watch: Does Spotify Wrapped Have Staying Power?

Friday, December 6, 2024

In this series, we unpack industry trends and insights that you can take on-the-go.

In early December, Spotify Wrapped was released for an eighth year. Is the brand still innovating or is it relying too heavily on AI?

Trend at a Glance

Nearly a decade in the running, Spotify Wrapped has become one of the more highly anticipated year-end moments in pop culture. Launched in 2016, the music streaming service shares a highly personalized look at users’ favorite artists, albums, songs, genres and more, all based on data collected throughout the year.

Spotify Wrapped earned viral status with its customized approach, offering not only hand-picked insights but artfully created, highly shareable social media graphics for users to boast about their taste, quirks and artist fandom. It’s an unofficial social media holiday and a prime example of packaging data in a way that’s so compelling you can’t help but start a conversation.

For example, the 2023 edition featured Sound Towns, where Spotify matched users to a city that had similar music tastes. Why were so many matched with Burlington, Vermont? The answer wasn’t immediately clear, but it caused enough of a stir to get people talking.

Beyond that, Spotify Wrapped has entered parody territory, with brands and media outlets like Kerrygold Butter, Merriam-Webster and The New Yorker joining the conversation. If imitation is the highest form of flattery, it’s clear that the brand has tapped into meaningful cultural relevance.

Anticipation remained high as users waited for this year’s edition of Wrapped. However, it seems the annual tradition has fallen short of expectations for some. Users are digging into the data and noticing their top listened tracks don’t match with what’s presented, while others bemoan the loss of interesting features or unique graphics from years past.

There’s also speculation around how much AI had an influence in creating this year’s campaign, especially as a prominent feature is users’ top listened-to genres, made up of a string of keywords that range from “Pink Pilates Princess Strut Pop” to “Cinnamon Softcore Art Deco.” The inference to AI is reasonable, given how the company has leaned heavily into the technology, creating customized playlists based on users’ listening habits (“Daylists”) and an AI-powered DJ that acts as a personal radio station. Others point to layoffs earlier this year as an added layer contributing to the lack of creative spark and overall reliance on generative AI.

There are some silver linings, however small. For the second year in a row, Spotify Wrapped has made progress with its accessibility features. “Being able to access my Spotify Wrapped independently and have my screen reader read out loud what I’m presented with on the screen is wonderful,” says Holly Tuke in a post on LinkedIn. As a social media manager for RNIB and a disability advocate, Tuke noticed the user experience has improved, though in the future she’d like to see animated images and graphics include alt text.

What This Means for Communicators

While widespread use of generative AI is still growing, we’re beginning to leave uncharted territory. Real examples are emerging, showing how the public perceives this technology when humans are (or aren’t) involved in oversight of the final product. Instances like this point back to what communicators have been saying since generative AI first burst on the scene: like any other technology, it’s a tool that should aid human touch, not replace it.

“AI offers great starting points, but this is a perfect example of the value communicators can bring,” Melissa Corns, IABC Professional Development & Content Committee member, says. “When we have a seat at the table, we can make sure our brands don’t go too far down the path of AI.”

“Spotify Wrapped shows how powerful personalized storytelling can be, turning data into something people genuinely want to share,” says Christine Breet, SCMP, consultant and member of IABC’s Professional Development & Content Committee. “But the buzz about this year feeling a bit flat reminds us in communication that even the best campaigns need a human touch to connect. For Wrapped to stay fresh, it will need to keep surprising people while staying authentic — something all brands can learn from.”

The streaming service’s integration with screen readers also serves as a reminder that accessibility needs to be at the forefront of all communications efforts, regardless of how big your brand is. “Spotify Wrapped takes the internet by storm every single year. Yet being able to access the feature only twice in all these years speaks volumes,” Tukes says. “There’s an important message that shouldn’t get lost in all the hype: everyone should be able to get involved in trending moments and join in on the fun.”

Remaining innovative while staying true to core communications principles is key to any successful campaign. To stay relevant in the age of AI, communicators need to walk a fine line between reliance on the tool and keeping the human element alive and well.

In early December, Spotify Wrapped was released for an eighth year. Is the brand still innovating or is it relying too heavily on AI?

Trend at a Glance

What This Means for Communicators

Further Reading and Resources