Spotify has launched its biggest global marketing campaign since its 2023 Spotify Wrapped.

The new campaign,“ My Spotify”, celebrates its millions of listeners and all of the ways they listen on the platform. As part of the campaign, listeners will see homepage banners and personalised in-app messages showcasing their unique My Spotify listening habits.

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Users will also have the opportunity to explore exclusive Spotify features such as Daylist, DJ, Blend, Daily Mix, or the “Made For You” hub—a centralised spot for personalised playlists, podcasts, features, and recommendations tailored to each listener.

The campaign also features Spotify users and credible voices in culture, each sharing their unique relationships with their Spotify, including artist and designer Carly Mark, actor Ewen Bremner, publicist Gia Kuan, and FC Barcelona players Lucy Bronze, Salma Paralluelo, and Alejandro Balde.

Spotify VP of Marketing and Partnerships, Marc Hazan, said: “Spotify’s world-class personalisation is at the heart of this campaign, celebrating the unique relationship between each listener and their Spotify.

“Our goal is to capture those hyper-personal moments that occur when fans use Spotify. With our products and features, we strive to connect fans with the audio they love in a way that can’t be found anywhere else.”

The campaign will run across digital, social and OOH ads and will debut in the US, Canada, UK, Ireland, Australia and New Zealand.

Meanwhile, the streaming giant revealed the campaign will expand to more markets in the coming months.