With its annual campaign, Spotify recognises and celebrates the stories from the artists, creators and listeners who helped us make it through this year.
The music industry has been hit especially hard by the pandemic this year, with strings of cancelled gigs, venues struggling to stay open and live performances having to adapt to the virtual world.
For 2020, Spotify’s flagship annual Wrapped campaign aims to honour this struggle, and “recognise and celebrate the human stories of the year”. From artists to podcasters, families to frontline workers, plus the playlist creators who’ve beavered away, this year Wrapped is all about gratitude and resilience, with a little bit of its trademark humour thrown in too.
As well as the personal rundowns of most-listened tracks and stats that individual users can tap into, Spotify is splashing the campaign across social and outdoor advertising to find “beauty in the chaos” and say thank you to those who made it happen. The campaign’s visuals include a salute to Cardi B’s “invaluable wisdom and philosophies” for her track WAP with Megan Thee Stallion, as well as billboard placements in artists’ hometowns, like Glasgow where Lewis Capaldi’s Someone You Loved was streamed over 706,000 times.