Spotify Wrapped at 10: It is its own cultural moment now [Video]

Going into its 10th year is “wild,” says Lucy Edwards, Spotify UK’s marketing lead for ‘Wrapped.’ She explains that it began as a campaign to reflect culture but has transformed into a cultural moment in itself.

“That’s the biggest but most exciting challenge – how can we make it new and interesting? And how can our marketing campaigns reflect that? So, this year, the whole celebration is around the fans that made those big moments.”

• How Spotify’s video ads became a game-changing must-buy for media agencies

2024 has been a massive celebration of fandom. According to Forbes, Taylor Swift’s Eras Tour shattered records, becoming the highest-grossing tour in history with an estimated gross of $1.93bn so far. Meanwhile, Charli XCX captivated pop culture with her ‘Brat Summer,’ solidifying her influence in music and beyond. Artists have managed to bring fans together in unprecedented ways, creating a sense of collective energy …