Driving ‘FOMO’: Spotify on 10 years of Wrapped
A decade since its launch and with the ultimate goal of engaging listeners, Spotify Wrapped also drives a “fear of missing out” among non-users.
Spotify Wrapped is a moment that triggers “FOMO” – or fear of missing out – among non-users of the audio app, according to UK marketing lead Lucy Edwards.
This year marks 10 years of ‘Wrapped’, which presents Spotify listeners with their top artists and songs of the year. Each year has seen the way that data is presented evolve and has increasingly become a “cultural moment” in the calendar, Edwards tells Marketing Week at today’s (4 December) Wrapped launch.
There are more than 620 million monthly Spotify users globally, with around 393 million of those on the ad-supported tier and 246 million subscribers.
“The ultimate goal for us is pretty much trying to engage all of them with Wrapped in some way,” says Edwards, who describes the initiative as a “gift to the users”.
