Since its introduction, Spotify Wrapped has evolved into a global cultural phenomenon, offering users a unique way to reflect on their music listening habits. Initially launched in 2015 as 'Year in Music,' the feature has grown significantly, attracting millions of users each year. In 2016, it was rebranded as 'Wrapped,' with the introduction of the 'Your Top Songs' playlist, setting it apart from other brand retrospectives. By 2019, Wrapped was integrated directly into the Spotify app, enhancing user engagement and self-discovery. Each year, Spotify has introduced new elements, such as Audio Aura and Wrapped Blend in 2021, and Sound Town and Me in 2023, keeping the experience fresh and exciting for users worldwide [1].

Spotify Wrapped 2024 introduces several new features designed to enhance the user experience. Notably, the 'Your Wrapped AI Podcast' allows users to listen to AI hosts discuss their music-listening habits, providing a fresh and interactive way to engage with their Wrapped data. Additionally, the 'Your Music Evolution' feature offers insights into how users' music tastes have evolved over the year. These innovations reflect Spotify's commitment to providing a personalized and engaging experience for its users. The Wrapped campaign is now available in 184 markets, reaching a record 227 million monthly active users [1] [2].

The 2024 Wrapped campaign features a bold and vibrant design, inspired by the dynamic nature of pop culture. This year's design includes vibrant color combinations, playful layouts, and lively animations, reflecting Spotify's evolved brand identity. The campaign aims to capture the energy of the current cultural moment, with elements that are designed to catch the eye and engage users. According to Rebecca Lim, Global Brand Design Director at Spotify, the design 'stands apart from anything we’ve done before.' Wrapped has become a 'cultural report card' for many users, offering a unique insight into their year in streaming [1].