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Spotify launches 2021 'Wrapped' campaign and experience

David Murphy

Spotify has launched its 2021 Wrapped campaign and personalised user experience. As part of the launch, it has unveiled the top artists, albums, songs, playlists and podcasts from the creators that helped soundtrack the year for its 381m users worldwide. 

Bad Bunny tops the charts of the most streamed artist globally, with 9.1bn streams, followed by Taylor Swift and BTS. When it comes to songs, the most streamed song was ‘Drivers License’ by Olivia Rodrigo, with 1.1bn streams, followed by ‘Montero (Call Me By Your Name)’ by Lil Nas X and ‘Stay’ by the Kid Laroi with Justin Bieber. The most streamed albums globally were ‘Sour’ bi Olivia Rodrigo, followed by ‘Future Nostalgia’ by Duo Lipa and ‘Justice’ by Justin Bieber. The most popular podcast was ‘The Joe Rogan Experience’, followed by ‘Call Her Daddy’ and ‘Crime Junkie’.

Starting today, eligible users can access their personalised Wrapped experience  in the Spotify mobile app (iOS and Android). New features in this year’s experience include more shareability, and videos from more than 170 artists and creators thanking fans for having them in their Wrapped. These thank you videos will appear if fans have a song by one of the participating artists in their ‘Your Top Songs 2021’ or ‘Your Artists Revealed’ playlists. Additionally, for the first time, Spotify is rolling out Spotify Clips for Podcasts and fans will be able to view special thank you messages from some of their favourite podcast hosts by visiting a participating show’s page on Spotify.

Spotify has also rolled out its Wrapped creator experience for podcasters and artists. With access to their own individualised Wrapped microsite experience, creators can dive into all the ways in which their fans listened this year.

Additionally, Spotify Greenroom will help celebrate the year in music with special Wrapped editions of live playlist shows, 'Most Necessary Live' and 'LOREM Life'. Hosts Brian 'B.Dot Miller', Max Motley and Dev Lemons will host live conversations open to anyone who wants to talk about the music they loved in 2021 and what they listened to the most on Spotify this year.