At the centre of the campaign is a site which allows Spotify users to generate customized insights about their music listening habits for the year.

he site, which is exclusively a WebGL experience, also includes a wide variety of carefully curated cultural and musical stories from the year, which are custom selected and served to each user based on their specific musical preferences and location. Users can also share a variety of dynamically generated cards that summarize different aspects of their listening data for the year. The accompanying media pieces, including digital display and out of home, all play off unique musical insights.

Results

5m+ unique users

500k+ individual shares

Average session duration: 4:27 minutes

Total engagement: 15,500 days

We used the Spotify Year in Music platform as an opportunity to combine data and design to take over 5 million people on an instant nostalgia trip.

We wanted to reward existing Spotify power users with data and insights that were relevant and unique to them.What was their first song of the year? How did their seasons unfold? Which track got stuck in their head the most? And which song was totally out there for them?

Meanwhile, non logged in users received a more general picture of the year in music that made Spotify's incredible store of global listening data the star.

For Spotify’s listeners, music isn’t just another form of entertainment; it’s an essential part of everyday life. So, as the year came to a close, we were tasked with creating an end of year recap that could provide unique insights and therefore value to our loyal subscribers.