As users delve into their listening habits, Spotify’s UK marketing lead shares insights into the massive effort behind ‘Wrapped’ and reveals this year’s winners. (Spoiler alert: the girls are dominating the numbers.)

‘Spotify Wrapped’ is a year-long project for the music streaming platform’s in-house team, eagerly anticipated by millions. This year, however, the event carries extra significance as it marks its 10th anniversary, adding a layer of pressure for the team to deliver it in an interesting and significant way.

Going into its 10th year is “wild,” says Lucy Edwards, Spotify UK’s marketing lead for ‘Wrapped.’ She explains that it began as a campaign to reflect culture but has transformed into a cultural moment in itself.

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Source: https://www.thedrum.com/news/2024/12/04/spotify-wrapped-10-it-its-own-cultural-moment-now