Spotify: When Creativity Becomes Data-Driven and Personalized

[nurmohammadkhan]

In 2016, Spotify launched “ Spotify Wrapped ” for the first time. This is a campaign that has been running every year since 2016 and that presents the annual activity of each individual user on Spotify, such as their favorite artists or most listened to songs, the number of hours spent listening to music or the most loved podcasts.

This year's novelty was audio aura, or the kind of mood present in the songs pakistan whatsapp resource listened to most frequently in 2021. With musical aura, Spotify was able to recognize the mood of the songs and associate them with a color, creating a personalized color palette for each individual user and creating truly original and captivating content.

The success of this campaign is certainly due to the high level of personalization and engagement , to the point that it has become an event awaited every year by millions of users.

So why is Spotify Wrapped a great example of data-driven creativity ?

Surely because data gives life to the content and becomes an integral part of it . And, as we have already said, the same data allows for the creation of an engaging narrative that encourages users to share their experience on social media.

In fact, another aspect that makes Spotify Wrapped a unique and memorable campaign is the fact that it was designed and created to be shared on social media. The ability to share your Spotify Wrapped on Instagram has undoubtedly contributed to increasing Spotify's popularity and has also generated a sense of belonging to the same community in users.

In 2020, in fact, more than 90 million users used Spotify Wrapped. Not only that. In the first week of December 2020, Spotify recorded a 21% increase in app downloads. (source thehustle.com)

A result that demonstrates the effectiveness of the campaign, and how data can give life to engaging , captivating and personalized creativity and narratives .