Audio streaming platform Spotify unveiled this 12 months’s Spotify Wrapped Wednesday, and it’s highlighting Latin artist Dangerous Bunny as this 12 months’s most streamed artist globally on the platform by a video marketing campaign.
It’s Dangerous Bunny’s third consecutive 12 months because the most-streamed artist globally, marking the primary time any artist achieved this on Spotify.
For Wrapped this 12 months, the platform is telling followers about themselves by 16 personalities narrowed down by 4 letters created by Spotify, pulling inspiration from the 16 personalities invented by Isabel Myers and Katharine Briggs. In response to Spotify vp, product and improvement Babar Zafar, customers interacting with Wrapped this 12 months will obtain 5 customized mixes based mostly on their prime genres. This 12 months’s Wrapped is making an allowance for all streamed music and podcasts from the start of January by just a few weeks previous to Wednesday’s launch, in accordance with Zafar.
Customers may also see thanks movies from artists who’ve made their prime lists, like Taylor Swift, Billie Eilish and Pusha T. Final 12 months Spotify had thanks movies from solely 100 artists, however this 12 months, greater than 40,000 participated.
This 12 months’s Wrapped additionally features a video marketing campaign with Dangerous Bunny to have a good time his three-year reign, with him getting quizzed on his streaming milestones on the platform from this 12 months. As a platform Easter egg, if any consumer likes a Dangerous Bunny monitor beginning Wednesday, the guts turns into Dangerous Bunny’s iconic coronary heart from his newest album, Un Verano Sin Ti, as a substitute of the standard inexperienced coronary heart. The artist had greater than 18.5 billion streams this 12 months, in accordance with Spotify.
By way of podcasts, the platform now has over 4.7 million titles, with the The Joe Rogan Expertise ending because the No. 1 podcast this 12 months, following Alex Cooper’s Name Her Daddy at No. 2 and Something Goes With Emma Chamberlain in third place. Chamberlain signed a multi-year take care of Spotify earlier this month and her YouTube channel sits on prime of 11.9 million subscribers.
With financial uncertainty, the third quarter of 2022 wasn’t probably the most very best for Spotify, because it skilled some advert income slowdown. Nonetheless, for the fourth quarter, the platform hopes so as to add almost 23 million internet new month-to-month energetic customers to the present complete of 456 million.
In 2021, Wrapped engaged greater than 120 million complete customers, over 27% year-over-year progress in contrast with 2020, in accordance with Spotify. 2021’s Wrapped launched in over 103 markets worldwide with almost 60 million shares throughout social platforms corresponding to Instagram Tales.
Wrapped’s world marketing campaign will run throughout Spotify, conventional and digital out-of-home, linked TV, on-line video and social media in 37 markets worldwide. The appliance expertise will likely be accessible to customers in over 100 markets, in accordance with Spotify.
