How Our 2025 Wrapped Campaign Turns Your Year in Listening Into a Global Celebration
Spotify Wrapped celebrates the audio that defined our year, and the annual global marketing campaign that accompanies it has become a cultural moment in its own right. For 2025, the campaign is a bold, dynamic experience that brings the story of your year in listening into the real world.
“2025 Wrapped is our most action-packed release yet,” said Marc Hazan, Spotify’s Senior Vice President of Global Marketing & Partnerships. “We’re bringing back the fan-favorite features you know and love, and adding bold new experiences that spotlight the way you listened this year. And for the first time ever, meet Wrapped Party, your chance to dive into Wrapped with friends and family and relive the moments that defined your year. Plus, we’re rolling out 50 fan destinations worldwide, giving listeners a place to come together, celebrate their year in music, and be part of something truly global.”
From the design inspiration to massive real-world installations, here’s a look at how the 2025 Wrapped campaign comes to life.
The design: A modern ‘visual mixtape’
Before streaming, mixtapes and burned CDs were the original playlists: handpicked, decorated, and shared as deeply personal gifts. The 2025 Wrapped design builds on that tradition, turning a year of listening into a bold, dynamic “visual mixtape” for more than 700 million fans around the world.
“For me, 2025 Wrapped captures that tension between chaos and clarity,” said Jeremy Wirth, Spotify’s Global Executive Creative Director. “Every gradient and texture reflects that unpredictable mix of emotion and rhythm that makes listening so personal. It’s our most expressive Wrapped yet, and I love that it feels stripped down with the reduced color palette and bold use of images to feel simple and super modern.”
Layered with texture and mixing analog and digital aesthetics, the design captures the spontaneous, authentic energy of music fandom in a way only Spotify can. As part of this, we’re also bringing back our special Wrapped-edition logos. For this campaign, we put a creative spin on our brand guidelines, reimagining the Spotify logo in the spirit of the year’s most popular songs and artists. Try to identify any of those below.
The campaign: Immersive real-world experiences
The Wrapped creative campaign is live in more than 30 markets globally as Spotify moves beyond traditional billboards to create immersive experiences that celebrate the artists who defined 2025. Throughout the globe, fans will see around 50 installations and pop-ups that bring Wrapped’s digital storytelling into the real world, complete with artist integrations, interactive photo moments, and even some live performances for top listeners.
These activations include a giant paw installation on Copacabana Beach in Rio de Janeiro celebrating Lady Gaga, an 800-foot cascade of vibrant red hair taking over New York City’s Union Square subway stop to pay homage to Chappell Roan’s hit single “The Subway,” and a Ferrari parade through Paris, ending with a top-fan performance by GIMS.
The partnership: Wrapped x FC Barcelona
For 2025, the Spotify x FC Barcelona partnership spotlights the players—including Jules Koundé, Marcus Rashford, Pedri, Aitana Bonmatí, and Alexia—in a new way, sharing their personalities and listening habits with fans. Wrapped billboards across Barcelona will showcase how the team listened this year. The partnership will also feature a special Wrapped Party where teammates compare their stats and playlists, giving fans an inside look at the music that fuels the team.
From the screen to the streets, the 2025 Wrapped campaign is a global celebration of the sounds, stories, and moments that connect us all this year.
Explore your personalized 2025 Wrapped and learn more about this year’s campaign and experience on our 2025 Wrapped hub.
