In the age of big data, personalization has quickly become a must-have for tech products. 2 The tweets below are only a drop in the tsunami of content produced about Wrapped each year.

1 Wrapped has been described as a “best-in-class marketing campaign,” won multiple Webby awards, and is constantly being used as a case study of how to market successfully in the digital age. In 2020, Spotify downloads increased by 21% in the first week of December, and 90 million people engaged with the campaign that year.

Since its inception, the campaign has become an event in its own right, and has proven very successful in promoting Spotify as a platform. In case you’ve somehow missed the boat on this cultural phenomenon, Spotify Wrapped is an annual campaign where users of the music-streaming platform can view a dolled-up summary of their listening data over the past year, set to snippets of their favorite tracks. The 2021 version also includes new features such as personalized audio “auras” (a visual representation of one’s musical personality, akin to what would happen if you spilled some watercolor paint everywhere and took a blurry photo of the result), quizzes about the user’s own listening habits (“True or false: BTS was your most-binged artist”), and more.

Spotify wrapped 2021 release date