The annual summary of your listening habits has become a phenomenon – but marketing wheeze aside, Wrapped doesn’t reflect what we truly love As a marketing exercise, it’s hard not to be hugely impressed by Spotify Wrapped. In less than a decade, the streaming giant has somehow managed to turn what’s essentially a bit of automated data-scraping into a global event. It’s a triumphant exercise in underlining the platform’s dominance in its field – this year, it arrives with the slogan Wrapped Or It Didn’t Happen, as if music consumed via Spotify is the only music that matters – and indeed in getting free advertising by encouraging users to share on social media Spotify’s personalised and heavily branded lists of most-streamed artists and listening trends. This year, the arrival of Spotify Wrapped results was heralded by a huge billboard advertising campaign, brand partnerships ranging from Amazon to FC Barcelona, a London launch gig that stars Sam Smith, Charli XCX and Chase and Status a...
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