Every year, Spotify Wrapped utilizes actual user data, including the most streamed songs and podcasts around the world. In 2023, Spotify made data real in an unreal way to celebrate the top songs and podcasts in the Philippines. This was achieved through digitally rendered creations, sparking excitement among users for the highly anticipated Wrapped.

Every year, Spotify Wrapped becomes a massive phenomenon in the Philippines and around the world. For 2023, Wrapped showcased wins of data on the most streamed songs and top podcasts of the year.

The challenge was to launch a nationwide celebration as big as its data, despite being given a small budget.

Spotify Wrapped has always highlighted artists’ and content creators’ achievements through billboards and social media posts. This 2023, despite the big wins, the brand was given a small budget. Using unique local cultural references, real data was presented in an unreal way with digitally rendered creations crafted with computer-generated imagery.

This year, Filipino pop artist Zack Tabudlo became a breakout superstar, gaining fame even in other Asian markets. 
His hit love song "Gusto" (Like) was streamed 30 million times. Along C5 in Metro Manila, giant sticky notes with sweet messages were posted on a prominent section of the skyline, turning a bustling cityscape into a grand confession of love. This is inspired by a Filipino tradition, where expressions of admiration are conveyed through the heartfelt exchange of notes.

"Pasilyo" (Aisle) by rising indie band Sunkissed Lola went viral on TikTok. It became a popular wedding song, being streamed by 15 million people. In a nod to tradition, a giant bouquet of flowers was seen being tossed from a church in Manila.

Cebu's beloved influencer couple, Kryz and Slater Young, achieved a new milestone as their show, Skypodcast, became the #1 podcast in the Philippines. In a delightful tribute to their devoted fanbase, known as the "Saging (Banana) Fam," a banana plane was spotted flying over their famous house, 'Skypod.' This house served as the very inspiration behind the podcast's name.

These were then posted on social media, such as Facebook, Instagram, and TikTok, where Filipinos are most active online.

Every year, Spotify Wrapped utilizes actual user data, including the most streamed songs and podcasts around the world. This year, the brand made data real in an unreal way. Using computer-generated imagery, digitally rendered creations were crafted in a ‘found footage’ style.

Zack Tabudlo’s hit love song "Gusto" (Like) was streamed 30 million times. Giant sticky notes with sweet messages were posted on a prominent section of the Manila skyline.

Popular wedding song "Pasilyo" (Aisle) by Sunkissed Lola was streamed by 15 million people. In a nod to tradition, a giant bouquet of flowers was seen being tossed from a church in the Philippines.

Skypodcast, hosted by an influencer couple became the #1 podcast in the Philippines. As a tribute to their fanbase, known as the "Saging (Banana) Fam," a banana plane was spotted flying over their house in Cebu.

Spotify Wrapped is an annual feature that offers app users a personalized summary of their listening habits, including top songs, artists, and genres based on collected data throughout the year. By the end of the year, this data is curated into an engaging and interactive experience, presenting users with individual insights and highlighting global music trends.

In 2023, Spotify utilized data from Gen Z Filipinos to craft digitally rendered creations showcasing the top podcasts and most-streamed songs in the Philippines.

With Spotify’s actual user data, including most streamed songs and podcasts in the Philippines,

the brand celebrated these wins with digitally rendered creations crafted using computer-generated imagery. Real data was presented in an unreal way with a ‘found footage’ treatment strategically situated in recognizable locations across the country to evoke curiosity and stir conversation.

These were then posted on social media, such as Facebook, Instagram, and TikTok, where Filipino Gen Zs are most active online.

Spotify Wrapped surpassed its previous records in the Philippines, boasting over 84% more unique engagements on social media compared to last year's Wrapped. This includes 96M+ impressions, 477K+ engagements, and 8.8K+ total shares. It demonstrated Spotify's consistent ability to maintain relevance on social platforms each year-end.