Spotify 2024 Wrapped Campaign Arrives Alongside Out of Home Advertising Blitz
Spotify has launched its highly anticipated 2024 Wrapped campaign, an annual personalized user experience that celebrates fans, artists, and creators. Accessible exclusively in the Spotify mobile app (iOS and Android), this year's Wrapped allows users to share their results across messaging apps and social media channels, creating a more interactive and connected experience.
Integration with TikTok and Creative Marketing
In a move to boost user engagement, Spotify has integrated with TikTok, allowing users to share their Wrapped results directly across TikTok’s For You Page (FYP) and Stories. The campaign has been delivered through a mix of creative strategies across Experian, Paid Media, Out of Home, and On-Platform marketing, in collaboration with the creative agency Ackelo and social content agency Jack Nimble.
Out of Home Advertising in Melbourne & Sydney
This year’s Wrapped campaign has been supported by an expansive out of home advertising effort in Melbourne and Sydney, showcasing local talent such as Tones and I, Lithe, and Angie McMahon. Spotify has also taken its campaign a step further by hosting a Pop-Up Rave at Parramatta Square in Sydney, where live artists and DJs perform for free, bringing fans and music together in an unforgettable experience.
Statement from Spotify's Head of Marketing (ANZ)
Rosie Rothery, Spotify’s Head of Marketing (ANZ), shared her thoughts on the 2024 campaign:
"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. On the tenth anniversary of Wrapped as we know it today, we want this to be our most iconic Wrapped yet."
Rothery added, "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. 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."
2024’s Most-Streamed Artists and Content in Australia
The 2024 Wrapped campaign has revealed some major highlights in the music scene. Taylor Swift was named Australia’s most-streamed artist, with her album THE TORTURED POETS DEPARTMENT: THE ANTHOLOGY taking the spot for the most-streamed album. The Wiggles were announced as Australia’s most-streamed local artists, with Riptide by Vance Joy emerging as the most-streamed local song.
In the podcast world, The Joe Rogan Experience remains Australia’s most popular podcast for 2024. Additionally, Spare by Prince Harry, The Duke of Sussex, was the most popular audiobook in Australia for 2024.
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