Topline

Spotify announced the release of its highly anticipated 2024 Spotify Wrapped on Wednesday, reminding users to make sure their apps are up to date so they can access the playlists when they are released – although the company did not reveal the release date has given.

Important facts

When will Spotify Wrapped 2024 be released?

No release date has been announced, but Spotify Wrapped is typically released in late November or early December. Spotify released its Wrapped packs on November 29th last year, a day earlier than the previous year when the packs were released on November 30th. Users typically get access to Spotify Wrapped via an in-app popup and the package is formatted as a slideshow with Instagram Story-ready graphics.

Will there be a new Spotify Wrapped feature?

It’s not clear. In recent years, Spotify has added new elements to its Wrapped package. Last year, it assigned users a “Sound Town” based on their “most streamed artists of the year and the way those artists are streamed in other cities.” And in 2019, Spotify gave users a look back at their trends over the decade. In an Instagram post on Wednesday, Spotify shared a video of its logo changing to represent different albums released this year, saying: “There have been a variety of albums this year. This also applies to your wrapped. Coming soon.”

tangent

Social media users have often joked that they’re waiting until Spotify stops collecting their data so they can safely listen to music they’d be embarrassed if it ended up in their Spotify Wrapped. More than 200,000 users liked an “Cheat Months” where users can listen to safely access holiday music and share tunes without fear of them showing up on Spotify Wrapped.

Important background

Spotify launched its Wrapped marketing campaign in 2016 and began providing Instagram story sharing graphics to users as part of its Wrapped packages in 2019. The Wrapped campaign was a major marketing success for the streaming platform: According to Spotify, more than 156 million users accessed their Wrapped package in 2022, up from 120 million the year before. Social media analytics firm SproutSocial found that 400 million posts were made on Spotify Wrapped on Spotify typically introduces new features for the Wrapped campaign every year. In last year’s edition, each user was assigned a “sound city,” a city that matches their musical tastes, leading to viral jokes on social media that Burlington, Vermont and Cambridge, Massachusetts, may be home to large communities of queer artists and artists LGBTQ listeners. In 2022, listeners were assigned listener personality types using the Meyers-Briggs personality test.

Further reading

Spotify Wrapped 2023 Is Coming Soon: Here’s How It Became a Viral and Widely Copied Marketing Tactic (Forbes)

Spotify Packs ‘Sound Towns’: Theories Abound on Social Media About Why You Were Assigned to Berkeley or Burlington (Forbes)