Synopsis: Spotify Wrapped 2022 is now available. The key to its continued popularity is that it goes beyond merely providing a summary of top songs or artists to include entertaining, shareable features for music and audio listeners to explore, post to social media, and compare with their friends.
Spotify Wrapped 2022 introduces new features such as your ‘Listening Personality.’ Over 40K Artist Messages
Spotify Wrapped 2022 is now available. Though other music services, such as Apple Music and YouTube Music, have their own year-end retrospectives, Spotify’s personalised and interactive Wrapped experience for its customers, creators, and podcasters remains unrivalled. The key to its continued popularity is that it goes beyond merely providing a summary of top songs or artists to include entertaining, shareable features for music and audio listeners to explore, post to social media, and compare with their friends.
Wrapped has become increasingly popular throughout the years. Wrapped was accessed by 30 million Spotify users in 2017; by last year, that amount had risen to more than 120 million. In addition, almost 60 million Wrapped stories and cards were shared across social media in 2021.
Consumer interest in Wrapped stems not only from the data itself, but also from how Spotify personalises and distributes the data to its consumers. Wrapped, for example, introduced a “Audio Aura” last year, which displayed listeners’ top two “moods” based on their listening activity.
This year’s notable new addition is something Spotify refers to as your “Listening Personality.”
The “Listening Personality” function, which was clearly inspired by the original Myers-Brigg personality test and its four-letter codes, also presents a four-letter combination for the user that converts into one of Spotify’s 16 personality types. For example, fans who swiftly stream new releases and are frequently ahead of trends may be termed an ENPC, or an early adopter, but fans who enjoy streaming music from different regions of the world may be labelled an ENLC, or a voyager.
People’s personality types will be determined by a combination of the music they listen to and a number of specific characteristics, such as their proclivity to discover new music, the average age of the songs they listen to, the range of artists they listen to, and how their listening resembles or differs from others. Each of the 16 Listening Personalities is given its own coloured card that can be re-shared on social media or used to send notes to friends.
This new tool will also be incorporated into Snapchat, allowing users to unlock a customised Snapchat Lens that represents their “Listening Personality.” Wrapped-themed Bitmoji gear is also available for Snapchat users. Users can also get bespoke Wrapped-themed GIFs thanks to a new GIPHY relationship.
Another Wrapped 2022 feature is “Audio Day,” which is an interactive tale that chronicles a person’s listening habits from dawn to evening.
Meanwhile, Wrapped’s famous “Top Song” feature is being enhanced this year to provide more details, such as how many times people listened to their favourite song and on which day of the year they listened the most.
In addition, customers will receive their annual year-end updates on their favourite artists, songs, genres, podcasts, and minutes listening, as well as their Top Songs 2022 playlist.
Despite the numerous methods to share and interact with Wrapped, Spotify admits it cannot track its full reach since its younger customers frequently snap a photo of their phone screen for private sharing rather than — or in addition to — posting their Wrapped to social media.
To solve this, Spotify is integrating Wrapped more closely with other messaging platforms this year as part of its effort to get Wrapped shared — and tracked — in as many places as possible. Wrapped 2022 is integrating direct connectors with WhatsApp, Instagram Direct Messages, Facebook Messenger, and Line to better cater to those customers who choose to share their Wrapped more confidentially.
As part of this year’s Wrapped, Spotify is also utilising its more recent Roblox integration, Spotify Island.
Roblox players may go on Wrapped-inspired missions, play games, shop virtual merch, and take photos with 12 different artists, including Bizarrap, Black Sherif, CRO, Doechii, Eslabon Armado, Miranda Lambert, NIKI, Stray Kids, SUNMI, and Tove Lo, in its virtual world.
In addition, the firm is expanding on another feature debuted last year: artist video messages.
Taking a page from celeb social apps like Cameo and the popularity of short-form video, such as TikTok, Spotify partnered with 170+ artists last year to create short video messages thanking fans for incorporating them in their listening throughout the year. This year, the company introduced the “Your Artist Messages” video messaging function to over 40,000 music creators, including well-known names such as Taylor Swift, Billie Eilish, J Balvin, Mneskin, Shania Twain, Pusha T, and others.
Similar to TikTok, users can browse through video messages in a vertical, full-screen interface.
According to Spotify, users will view these films if they have at least two artists in their top artists who have “thank you” videos. In other words, the function is restricted to the most engaged fans of the artists. While the feature is certain to increase fan engagement, it’s a shame the artists can’t also publish their movies elsewhere on Spotify, such as a Stories section on their own Artist profile. Wrapped allows viewers to view up to ten artists’ “thank yous,” according to Spotify.
Wrapped will also have its own hub on Spotify’s mobile app, where fans can explore merchandise and concert tickets from their favourite artists.
Creators and podcasters will, like in previous years, have their own Wrapped experiences, which will be available directly via Spotify for Artists, Spotify for Podcasters, and Anchor. Artists will learn about their streams, most-shared lyrics, how many fans included them in their top artists, fans’ Listening Personalities, and much more. Podcasters will learn about listens and followers, how many fans had their podcast in their top 5 or 10, their top episode overall, chart placement, and much more.
Of course, as part of its year-end review, Spotify highlighted the top artists and creators on its platform, both globally and by country.
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