Society & Culture
The platform’s annual Spotify Wrapped feature, which shows users what they have listened to over the past year, dropped on Wednesday, and some users were immediately struck by some funny spotify album plays kopen
wording they found in the annual marketing campaign. “This year, you had layers like an onion,” it read. “But you listened to music, unlike an onion.”
Spotify Wrapped packages user listening data into easily shareable slides. (Users watch their Wrapped in the Spotify app and tap through like viewing an Instagram Story.) Much of the information is customized for each user, like showing a user’s top artist and song of the year, or the number of genres they listened to and the total minutes they spent on the platform in 2022. But the information itself is presented similarly to every user. Which is how everyone who opened their Wrapped this week was called an onion.
The answer is a creative team that starts six months in advance, according to Alex Bodman, the global executive creative director at Spotify, and Taj Alavi, the company’s global head of marketing. This allows for the time it takes to create versions of Wrapped in more than 70 languages, parsing the text for linguistic nuance from market to market.