Spotify Wrapped 2024 finally drops after long teaser campaign
Spotify has launched its annual Spotify Wrapped campaign, revealing users’ listening habits on both the individual and national scale.
Marking its tenth anniversary in 2024, Spotify Wrapped provides users an exciting opportunity to see how their music taste evolved over the year, receive special messages from their favourite artists and podcasters, and overall celebrate the record-breaking, culture-making year that was.
This year, Wrapped is being delivered locally by a mix of creative across experiential, paid media, OOH, and on platform marketing, across an extended tease phase through to launch, in collaboration with creative agency Akcelo and social content agency Jack Nimble.
The 2024 campaign shines a spotlight on homegrown talent with artists such as Tones and I, Lithe and Angie McMahon featured across OOH placements in Melbourne and Sydney.
“2024 Spotify Wrapped is all about celebrating the Australian fans, artists, and creators who made this year the record-breaking, culture-making, fandom-shaking year it was,” said Rosie Rothery, head of marketing ANZ at Spotify.
“On the tenth anniversary of Wrapped as we know it today, we want this to be our most iconic Wrapped yet.”
While listeners take to social media to share their top songs and artists for the year, Mumbrella is taking a look at the country’s listening habits on a wider scale.
Of course, it was Taylor Swift who topped the list for the second year in a row as Australia’s most streamed artist. Meanwhile, Benson Boone’s ‘Beautiful Things’ was the most streamed track in 2024. However, it was The Wiggles who was named Australia’s most tracked local artist, followed by The Kid Laroi. Vance Joy’s 2013 classic, ‘Riptide’ continues to top the charts too, taking number one for Australia’s most streamed local track.
In podcasts, ‘The Joe Rogan Experience’ took out number one in the Australian market, also for the second year in a row. Stephen Bartlett’s ‘The Diary of a CEO’ was second, followed by ‘Huberman Lab’ in third, ‘Casefile True Crime’ in fourth, and ‘Call Her Daddy’ in fifth.
To celebrate its tenth anniversary and takes things one step further, Spotify is hosting a pop-up rave on Thursday afternoon in Parramatta Square, featuring live artists and DJs including ODDMOB, Young Franco, Mistah Cee, and Talisha.
“This year, we took our approach to the next level with an extended tease phase across out of home and social, designed to ignite excitement among Australia’s Wrapped-loving public and build anticipation ahead of the launch,” Rothery continued.
“We dialed up the intrigue further by unveiling a mysterious Wrapped shipping container in Parramatta Square yesterday. Today, we’re thrilled to reveal its purpose – leaning into the explosion of dance music, and rave culture in 2024, we’re launching Wrapped with a pop-up rave featuring some of Australia’s most exciting DJs.”
Keep an eye on Mumbrella later this week for the second iteration of Spotify Wrapped: CMO Edition.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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anyone else suss on their wrapped? cant help but think an algorithm is inserting some songs and ignoring others… I tried to game it and play one little known song every day for the year – didnt play every day but played at least 200x. didnt hit top list at all when number one song in my list said it was played 44 x….
all top 5 were more mainstream artists on big labels, two of which are not in any playlist and have not intentionally played once… curious
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