Egg Boy and Tones and I honoured in 2019’s Spotify Wrapped campaign

Spotify’s annual end of year campaign, Spotify Wrapped, has returned for 2019, hailing the musical and pop culture heroes from the past 12 months.

Will Connolly – the young man who egged then-Queensland Senator Fraser Anning in March – has been honoured by Spotify with a billboard proclaiming there were 66 ‘Egg Boy’ playlists created on the streaming service this year.

Egg Boy, the young man who egged former Senator Fraser Anning, has been honoured by Spotify

Other local honourees include Australian artist, Tones and I, who racked up 500m streams of her record-breaking track, Dance Monkey. The campaign also has iterations featuring the podcast Shameless and singer Jessica Mauboy.

Tones and I’s track, Dance Monkey, also got a shout out from Spotify

Each year, Spotify collates listener data to highlight the top artists, tracks and podcasts of the year. Users are also supplied with their own bespoke playlist of their most-listened to songs.

In Australia, the Wrapped campaign connects these insights with cultural moments and memes from the past 12 months for a widespread out-of-home campaign.

This year, insights on the artists, songs, music genres and podcasts a user listened to most and facts about their own listening patterns, such as time spent listening to music will all be available on the Spotify app for mobile and tablet and via the Spotify Wrapped website.

This year’s campaign also features social aspects. Bespoke ‘share cards’ have been developed for listeners and artists, visually depicting some of their unique insights, to share on social media channels.

Bespoke ‘share cards’ have been created for artists and users for social media

The social media and in-app campaign will also broaden its scope to look at the whole decade in review.

Alex Bodman, Spotify’s global executive creative director, commented: “How do you dance to a decade’s worth of data? Especially when the last 10 years have been so wild, and had such a compelling soundtrack.

“With a Decade Wrapped, we celebrate and show appreciation for the fortunate role we’ve been able to play over the last decade: connecting the world’s best fans with the world’s best creators. We hope we’ll remind people of the moments this decade that inspired them to smile, share, laugh – or sometimes just scratch their head. In many ways, it’s a campaign 10 years in the making.”

An activation will also launch in Sydney and Melbourne over the weekend, in which Spotify will be giving away free artist-themed fruit flavoured slushies. The flavours will include (Amy) Shark in the Water(melon) – watermelon; Dean Lewis’ Berry Alright – strawberry; Freshica Mauboy – tropical; and Tones And Lime – citrus and lime.

Artist-themed slushies will be given away for free in Sydney and Melbourne

The activation will appear in Melbourne at Southern Cross Station on Friday 13 December, Parramatta Centenary Station in Sydney on 14 December, and Bondi Beach Pavilion on 15 December.

June Sauvaget, Spotify’s global head of consumer and product marketing, said: “Our annual Wrapped campaign celebrates Spotify’s listeners and creators from around the world. We’re putting our fans in the driver’s seat with a unique opportunity to discover and share their musical identity.

“We’re excited to step this up in 2019, and lets users explore how their taste has evolved not just over one year, but for an entire decade on Spotify.”

The campaign will appear in 21 markets around the world across OOH, digital, social and in select markets, TV. In Australia, the digital, social and OOH elements will be supported by cinema.

On YouTube, artists who featured in Spotify’s sold-out Front Left Live playlist event earlier in the year in Melbourne, including Tove Lo, Dominic Fike, Girl in Red, BENEE, and Electric Fields, will appear in a super-cut video, talking about their year, and decade, in music.


Spotify Wrapped

Spotify slushies campaign
Made in Katana


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