Since its inception, Spotify Wrapped has continued to evolve, and every year it reaches more fans around the world. Over the past decade, we've learned that our users crave a unique, personalized way to reflect on their listening habits each year-and artists and creators want to learn more about how their fans streamed.
Whether it's building a seamless experience that makes it easier than ever to engage with Wrapped, delivering global data stories through the lens of local culture, creating real-life experiences that surprise and delight, or introducing fresh and unique ways for users to engage with their year in listening, we've continually innovated and iterated Wrapped so that we can keep offering a unique perspective on emerging trends-catching the beat before it goes mainstream.
Our annual thank-you to fans around the world, Spotify Wrapped has become deeply ingrained in the lives of music fans worldwide, said Marc Hazan, Vice President, Partnerships and Marketing at Spotify. What started as a look back at the music and audio that defined the year has become a global cultural phenomenon in its own right, a moment driven by the passion of hundreds of millions of fans. We're thrilled to debut 2024 Spotify Wrapped to more fans than ever before this year, celebrating the hundreds of millions of ways that they've streamed.
Here's what we've accomplished in that time:
2015
We launched a first iteration of Wrapped, bringing together the best of our previous end-of-year retrospectives in a three-tiered global campaign: Spotify's year in review (top lists), fans' year in review, and artists' year in review. This set the tone for the Wrapped experience fans have come to know and love, attracting more than 5 million unique users to called Spotify Year in Music.
2016 We rebranded the Year in Music as Wrapped and launched the fast-growing Your Top Songs playlist. As a result, we differentiated our moment from other brand retrospectives.
2019
We built Wrapped directly into the Spotify app, maximizing self-discovery.
2021
We debuted Audio Aura, Wrapped Blend, and videos from fans' top artists, enhancing self-expression and product awareness.
2023
With new features like Sound Town and Me in 2023, Wrapped engaged a record 227 million monthly active users.
This year's Wrapped campaign is all about celebrating the ways artists and creators have shaped fans' lives one note, one voice, one idea at a time.
How 2024 Wrapped came to life
As we mark a tenth year of Wrapped, we're enhancing the experience with features like Your Music Evolution and Your Spotify Wrapped AI Podcast and introducing a bold and vibrant design to every element of the campaign.
We're always striving to elevate how Spotify Wrapped comes to life visually, exploring fresh and exciting ways to serve up our biggest campaign of the year. This year, Spotify Wrapped will reach fans in 184 markets around the world, and its design has something for everyone, everywhere.
The 2024 Wrapped design is the result of a tremendous collaborative effort, and we're incredibly proud of the final outcome, said Rebecca Lim, Global Brand Design Director at Spotify. While we say this every year, this year's design truly stands apart from anything we've done bef
ore. It's bold, vibrant, and full of elements that are guaranteed to catch the eye.
This year's Spotify Wrapped design is inspired by the ways pop culture thrives in a beautiful cycle of reinvention, constantly evolving and surprising us. Unexpected genres emerge and merge, timeless influences meet fresh ideas, and what once was niche now shapes pop culture. This insight inspired an art direction that loops, transforms, and celebrates the energy of this unique moment in time. Vibrant color combinations, playful layouts, and lively animations bring the design to life.
2024 Wrapped exemplifies the culmination of Spotify's evolved brand identity, reflecting a more expressive and open Spotify at the center of culture. Earlier this year we introduced a new typeface-Spotify Mix-and to tease the campaign, Spotify positioned its logo with unique imagery on social media and in other marketing inspired by 2024's biggest musical moments.
The final design direction evolves in a dynamic, high-energy color palette that celebrates the year's momentum, said Rebecca. Layers blend and shift, creating something entirely new that scales exponentially. The bold, attention-grabbing hyperloops' of 2 and 4 propel us forward in vivid technicolor, symbolizing our journey toward the future. This motif, combined with a striking logo lockup, establishes Wrapped as the definitive stamp of what's to come.
Fans, artists, and creators will see the 2024 Wrapped design reflected across the in-app experience, across social, and on billboards around the world.
NEXT
We hear from fans that Wrapped has almost become a cultural report card of their year in streaming. This year, we expect to engage more listeners than ever before across even more markets, and we are thrilled to celebrate another year of Spotify Wrapped.
Explore your personalized 2024 Wrapped and learn more about this year's campaign and experience on our 2024 Wrapped hub.
More from Spotify
11/03/2025
Salsa is making a comeback, captivating new listeners with its infectious energy...
11/03/2025
For many people, music can serve as a reflection of their roots and upbringing. ...
08/03/2025
Spotify is dedicated to amplifying and celebrating the incredible contributions of all artists and creators worldwide. As part of that commitment, on March 6 we...
07/03/2025
Earlier this week, Lady Gaga gave her fans unprecedented access into her world d...
06/03/2025
K-Pop star JENNIE has cemented herself as a powerhouse solo artist with more tha...
06/03/2025
Up-and-coming comedian Morgan Absher is the creator and host of Two Hot Takes, a...
28/02/2025
Awards season is a celebration of cinematic excellence, but the best stories often start on the page. From a beloved Wizard of Oz retelling to the captivating b...
28/02/2025
As summer in Argentina comes to a close, the music coming out of the South American country has been a vibrant reflection of its rich cultural diversity. From b...
27/02/2025
It has been 10 years since the world lost corridos tumbados godfather Ariel Cama...
20/02/2025
Ever since Spotify and FC Barcelona forged a first-of-its kind partnership three...
20/02/2025
As Spotify continues to roll out audiobooks to new listeners worldwide, we're committed to providing authors with tools that help them reach those listeners...
19/02/2025
For more than a decade, Tyler, The Creator has blazed his own trail, exploring unique aesthetics across music, fashion, and art. Now he's bringing his signa...
19/02/2025
Spotify Singles, our longest-running original recorded music franchise, has officially surpassed 10 billion collective streams worldwide. That's a whole lot...
18/02/2025
February is Black History Month, a time to honor the rich cultural heritage, triumphs, and adversities of the Black community. One powerful way to celebrate is ...
18/02/2025
Sweden has always had great success showcasing its musical talent globally, especially in the dance and pop spheres. But 2025 is shaping up to be a special year...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
13/02/2025
In 2024, Spotify and Acne Studios announced a unique partnership: We were settin...
13/02/2025
Looking for the perfect Valentine's Day escape? Uncover a world of passion with Spotify's selection of romance audiobooks. Our Spicy Audiobooks hub has ...
12/02/2025
Stories have the power to change the way we see the world, and when it comes to ...
11/02/2025
Spotify is committed to supporting the creative community, especially during cha...
10/02/2025
With more than 1.6 million Valentine's Day playlists created globally on Spo...
06/02/2025
Spotify and Warner Music Group (WMG) today announced a new, multi-year agreement, which covers both recorded music and music publishing. Through the deal, the t...
06/02/2025
Spotify listeners around the world have embraced our Audiobooks in Premium offering, and we continue to grow our catalog of titles to give them more options to ...
06/02/2025
Our aim is to bring great audiobooks to as many people as possible, and we'r...
05/02/2025
Investing in the future of music means investing in the next generation of artis...
05/02/2025
Supporting emerging artists is woven into Spotify's DNA, and we're ampli...
05/02/2025
Apoyar a los artistas emergentes est entretejido en el ADN de Spotify, y estamo...
04/02/2025
Today, we announced our fourth quarter 2024 earnings, closing Q4 stronger than ever by outperforming across key metrics and celebrating our first full year of p...
04/02/2025
Idag rapporterar vi int kter f r fj rde kvartalet 2024. Vi avslutade Q4 starkare n n gonsin genom att vertr ffa f rv ntningarna p v ra nyckeltal och kan d rm...
03/02/2025
If you're one of the many Swifties living in Asia, you're in for a treat...
03/02/2025
Whether you're discovering your new favorite song or queuing up the latest episode of the hottest podcasts, Spotify is always innovating to deliver the best...
28/01/2025
Bruno Mars has officially etched his name in the Spotify history books. On Janua...
28/01/2025
In 2014, the music industry reached a low point when global recorded music revenues hit $13 billion. Spotify's annual contribution at the time was around $1...
27/01/2025
Spotify's global editors and artist partnership teams have the pleasure of listening to new music all day, every day, to identify the hottest rising tracks ...
27/01/2025
Spotify remains the ultimate destination for podcast creators, with more than 1 ...
26/01/2025
Universal Music Group (UMG), the world leader in music-based entertainment, and Spotify, today announced new, multi-year agreements for Recorded Music and Music...
22/01/2025
Personalized listening is key to unlocking your perfect soundtrack for 2025. It's about more than just hearing your favorites, and at Spotify, we want to he...
21/01/2025
If you're looking to introduce better habits in the year ahead, Spotify is the perfect place to start. Beginning with a special offer for new Spotify Premiu...
10/01/2025
The new year is a time for fresh starts and a renewed focus on our well-being, and there is a wealth of podcasts you can stream on Spotify to find inspiration a...
07/01/2025
Quick pulse check: What are your mood, your inspiration, and your mindset as you...
02/01/2025
With more than 640 million users and more than 250 million subscribers, Spotify ...
20/12/2024
For any song to rack up billions of streams is an impressive accomplishment, but being a part of Spotify's Billions Club is something The Weeknd knows quite...
20/12/2024
It's the most wonderful time of the year, but if you seek an escape, pop in your headphones and enjoy the soothing sounds of a story. And this season, a rom...
20/12/2024
As the year draws to a close, Spotify's The Ringer is celebrating the best of 2024 with an exciting lineup of retrospective podcast episodes. This December,...
18/12/2024
As we gather together with friends and family this holiday season, music helps amplify the memories we'll make. Spotify Jam is one way to create a personali...
12/12/2024
Since Spotify launched AUX Live Experiences for U.S. advertisers earlier this ye...
11/12/2024
The work of Spotify's global editorial experts is grounded in a deep understanding of music culture. Our editors are always at the forefront of new trends, ...
07/12/2024
This week saw the release of 2024 Spotify Wrapped, and we've been celebrating our biggest Wrapped to date with global influencers, fans, artists, media, and...
06/12/2024
2024 Wrapped has arrived, and millions of people around the world are sharing th...
Since its inception, Spotify Wrapped has continued to evolve, and every year it reaches more fans around the world. Over the past decade, we've learned that our users crave a unique, personalized way to reflect on their listening habits each year-and artists and creators want to learn more about how their fans streamed. 
