2023 wrapped Archives - The Glasgow Guardian

Spotify’s marketing juggernaut

15th January 2024

Music Editor Dan Brophy interrogates the unstoppable popularity of Spotify Wrapped. Spotify Wrapped has become a cultural phenomenon. Released annually since 2016, Wrapped transformed an exercise of marketing, based on data collection, into what feels like a musical bank holiday. Its personalised approach, combined with its invitation to share on social media, creates a package ...