Digital Craft > Content
SPOTIFY IN-HOUSE, New York / SPOTIFY / 2023
Awards:
Overview
Credits
Background:
In its eighth year as a date on the cultural calendar for music fans worldwide, 2022 Wrapped put on its biggest show ever—giving listeners ways to visualize, discuss, and share their annual Spotify recap like never before. Available in 111+ markets, the in-app experience culminated into a worldwide celebration of unique listeners and self expression, reflective of a year of emergence and experiments as we got to know ourselves again.
Describe the creative idea
In a year where emergence, experimentation, and self discovery dominated culture, Spotify found a way to celebrate our unique listeners for exactly who they are. Wrapped provided each of our 456 million users with a personalized recap of how they listened in 2022.
Describe the execution
2022 Wrapped playfully highlighted all our quirky intricacies by focusing on one simple truth — that there are layers to all of us.
To showcase everyone’s individuality, the design system leaned into multiplicity and plurality. Vibrant monograms were made within a 16x16 grid and consisted of multiple layer combinations. In total, 48 unique compositions were created.
And the in-app experience also highlighted user individuality. We shared everyone’s top genres in a trip to the genre-verse. We broke down daily listening habits by sharing quirky listening tendencies from sunrise to sunset. We revealed users’ top songs, podcasts, and artists, as well as sharing the date that listeners binged their top song, their total minutes listened, and where they ranked among their top artist’s biggest fans. We even created 16 unique Listening Personalities and then matched each user with one based on their year’s worth of listening data.
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