As the decade drew to a close, we invited everyone to relive the music and moments that moved them. We created immersive digital experiences that served up personal stories and unexpected insights for over 70 million individual fans and artists, powered by ten years of listening data. These stories were unique to each viewer, so that no two experiences were ever the same.

Thousands shared their stories online, and soon Wrapped became the #1 trending topic on Twitter – creating a moment that dominated conversation online and offline for days.

For hundreds of millions of listeners around the world, Spotify will forever be the soundtrack to their 2010s. So as the decade drew to a close, we wanted everyone to celebrate the music and moments that moved them. But when our audience spans every continent and genre, how could we reach fans and artists in a way no other brand could?

Being an artist or a music fan over the 2010s and the rise of the streaming era meant expanding your horizons—across genre, the globe, and the different voices and perspectives you could be inspired by. In short, it meant connecting to a louder and bigger world. So the visual identity for Your Decade Wrapped was created to evoke a sense of scale and growth, and expansion over time. Visual elements like artist photography were scaled up in size and duplicated in playful ways, animated elements would enlarge step-by-step like someone was turning up the volume meter, and in some cases: even photographs of the artists themselves were manipulated to get bigger and bigger—charting their meteoric growth over the past ten years.

· 60+ million visits to Wrapped digital experiences

· 8000+ press pieces

· #1 Twitter trend for 2 days

· 5+ billion views on Tik Tok

· 2.7+ billion impressions on YouTube

· 7+ billion added streams on Spotify

The site was live on desktop and mobile from 12/5/19 - 1/15/20 in 71 markets globally.