As an independent artist or label, Spotify’s annual Wrapped campaign is a fantastic opportunity for free promo. Get ready ahead of time.
Spotify 2024 Wrapped is coming and it’s your job to ensure your artist profile is looking tip-top for the big day and the influx of visitors.
Usually released around December 1 (although this has varied over the years), Spotify Wrapped is the streaming services yearly summary of listeners’ most-listened to tracks, albums, artists, playlists, genres and more. Simplifying and encouraging social media sharing, the viral marketing campaign acts as free promo for Spotify and artists, as fans show off their superior music tastes online. Typically Spotify Wrapped takes over Instagram Stories for 24 hours after release. Wrapped is one of the big draws of Spotify over streaming competitors.
As you show up in fans’ shared Wrapped summaries, this will generate attention to you as an artist. Artists also get their own summary of how users have listened to their music over the past 12 months, via Wrapped for Artists. Again, with easy sharing tools, this is a great bit of easy self promo for posting on socials.
Spotify has just updated their “Get Ready for 2024 Wrapped” landing page on Spotify for Artists. This shows some of the actions artists can take to prepare for the big day, with tips on how to stand out, connect with fans, drive profile visits and streams.
Some of the things Spotify recommends includes creating custom Clips by November 15 so they can feature in your fan’s Wrapped roundup, updating your Artist Profile with merch links, making a fan support link, and building a 2024 playlist, as well as generating hype for your projects in 2025 by highlighting upcoming shows and creating a Countdown Page for an upcoming release.
Spotify shared the following data points from Wrapped 2023 to show just how big of a deal this annual occasion is.
- 225M listeners engaged with Wrapped content in 2023
- 40% increase in engagement with 2023 Wrapped content over 2022
- 170 markets engaged with Wrapped content in 2023
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