Tag: nostalgia

Spotify’s Head of Global Marketing Experience Explains Why This Year’s Wrapped Is the Realest Yet

November 29, 2023

Today, the biggest Wrapped we’ve ever created debuted on Spotify. Not only is it live in a whopping 170 markets and 35+ languages, but it’s also taken on a more prominent role in our app, with integrations spanning DJ, audio listening rooms, Blend, merch, and more. In a year in which Spotify brought more to users than ever before, 2023 Wrapped stands to unite all of our offerings in one unforgettable experience. 

This year’s personalized Wrapped experience is also full of new data stories, including a twist on Your Top Artist that showcases how your relationship with your favorites has changed over time. It also features Sound Town, which highlights the city that has the most similar taste profile to yours, and video thank you messages from your favorite artists—submitted by over 40,000 creators—right in the Wrapped experience.

It’s all the result of a special company-wide collaboration between teams across Spotify. As Global Head of Marketing Experience, Louisa Ferguson builds those connections across every moment of the campaign strategy, end-user journey, and global roll-out. A music and Wrapped fan herself, she’s especially excited for the ability for fellow fans to be able to share their Your Top Song playlists with friends—a long-awaited, much requested update. 

For the Record asked Louisa to unpack the thinking, data, and creativity that contributed to 2023 Wrapped.  

Describe the 2023 Wrapped vibe. 

Every year, it feels like the world is moving faster. The internet is converging with real life. There’s something about this past year that felt especially chaotic with regards to how people consumed culture. We really wanted to acknowledge that feeling because it felt very accurate to 2023. Amidst all this, we realized that “your Wrapped doesn’t lie.” The data is real. And so we leaned into creating the realest Wrapped ever.

The design for 2023 Wrapped is inspired by the early aughts. How did the team land on this creative approach in tandem with the “realest Wrapped ever” theme? 

The Wrapped identity this year reinforces the “real” theme in a playful way. We were inspired by the nostalgia of early internet expressions, and the idea of crafting them through a modern lens. We used a layered approach to dial up and down various elements to create layouts that feel fluid and dynamic. We’re always looking to push the boundaries, and we know that every year, there’s debate that Wrapped inspires. We welcome that, and we expect this year will be no different.

I would also add that there’s so much time and thought around developing a scalable design system. You have to think about what will work for the languages across all the markets we’re working in. I think the team did an incredible job of marrying this nostalgic playfulness vibe with some of the very functional requirements that come with delivering this experience at an enormous scale.

Where did the idea for the genre sandwich come from?

Genre is a fan-favorite data story for sure. This year, we were especially interested in visualizing and quantifying the genres against one another, which we haven’t always done in the past. If you think about last year’s genreverse, those genres were all merchandised together—it was one next to the other. This year, we’re showing your relative listening when compared between genres, which meant we had to do something layered. We landed on a sandwich because it had both global relevance and could be customized in a fun way. There’s a bunch of different bread types, and then the genres take up different levels of height within the sandwich. It’s also just fun. 

Interactivity and engagement are key to the Spotify experience year-round. How did you translate it for 2023 Wrapped? 

Wrapped is the capstone of what has been an incredibly delightful year of Spotify interactive experiences. We started off the year with Playlist in a Bottle and were overwhelmed by the positive user response. We expanded the My Top Five franchise. We also developed a genre-based experience called “Find Your Flow.” These experiences represent a new way of thinking about marketing and product at Spotify. And there’s more coming after Wrapped, which I won’t give away just yet. 

Originally, we believed these experiences needed to be short and sweet. But we’ve found that there’s a cohort of fans that really want to go a level deeper. They want to engage. This was really exciting because it inspired us to do even more data-rich, complicated experiences. We also learned that market nuances really matter, and for Wrapped, these learnings just reinforced the need to think critically about global versus local campaign executions. 

Wrapped also comes to life for fans beyond the app. What’s new IRL this year? 

First and foremost, something that happens in real life is friends asking each other “what’s on your Wrapped?” 

We’re also throwing tons of events around the world to celebrate the year in music. Those are going to be complemented by out-of-home experiences with interactive components. We’ll also reveal our top artist through a special billboard moment in several cities across the world. I think what’s become really wonderful about our Wrapped celebration for the global top artist in particular is that it’s given us permission to really deliver special experiences for fans. Some of our coolest, craziest work comes from those collaborations. Critically, it’s a celebration for the fans as much as the artist. We’re able to recognize both and celebrate the achievement. 

Predict your own top artist and podcast of the year.

I think it’s going to be a very strange battle between Fred again.. and Dizzy Gillespie. I’m all over the place! For podcast, it’s likely going to be Popcast, followed by The Daily. I’m just a New York Times girl, clearly. 

Catch Louisa’s Top Songs of 2023, then head to Spotify Wrapped to find your own.

What the World Streamed Most in 2021

December 1, 2021

If 2020 was the year that flipped the world on its head, 2021 was the year that we got used to seeing things upside down. With “normal” thrown out the window, people around the world started to embrace the unknown—and in doing so, championed all of the things that make each of us unique. 

Spotify’s 2021 Wrapped celebrates this idea—the millions of weird and wonderful ways to listen and live in a world that continues to keep us on our toes. Today, we unveil the top artists, albums, songs, podcasts, and more that defined how more than 381 million people around the world listened and discovered audio during a year that turned “unprecedented” into, well, precedented.  

As usual, Wrapped helps us reflect on the large role audio played in the lives of our listeners—and how our favorite creators soundtracked the world around us. 

The top artists, songs, and albums globally

For the second year in a row, Puerto Rican Reggaeton star Bad Bunny takes the title of most-streamed artist in the world on Spotify. And what’s more: He’s received over 9.1 billion streams without releasing a new album this year. He is swiftly followed by singer-songwriter Taylor Swift, whose Red (Taylor’s Version) gave old and new fans alike a reason to relive the artist’s early groundbreaking work. Rounding up 2021’s top three is BTS. The globally beloved k-pop group had a standout year thanks to their single “Butter.” Canadian hip-hop artists Drake—who released Certified Lover Boy in September—and Justin Bieber—whose 2021 album Justice featured collaborations with artists from across the globe—take spots four and five, respectively.

The top song of 2021 globally is Olivia Rodrigo’s runaway “drivers license,” which garnered over 1.1 billion streams. Lil Nas X’s viral “MONTERO (Call Me By Your Name)” dances its way to second place and heralded the artist’s first studio album. The Kid LAROI enters the ranks for the first time, with his Justin Bieber collaboration “STAY” taking third. The fourth spot sees Olivia Rodrigo once again, this time with “good 4 u,” which also earned the title of 2021 Spotify Song of the Summer. The fifth most streamed song to rise in the ranks is Dua Lipa’s “Levitating (feat. DaBaby).” 

When it comes to top albums of 2021 globally, Olivia Rodrigo once again claims the crown—her debut album SOUR clearly held a bit of sweetness. Dua Lipa’s Future Nostalgia ranks second, with Justin Bieber’s Justice, Ed Sheeran’s =, and Doja Cat’s Planet Her coming in third, fourth, and fifth. 

The top podcasts globally

Coming out of its first full year as a Spotify exclusive, The Joe Rogan Experience remains the number-one podcast on Spotify globally. It is followed by the fearless Alex Cooper’s Call Her Daddy, which also became exclusive to Spotify in 2021. True crime and news continue to be popular genres within the medium, with Crime Junkie, TED Talks Daily, and The Daily rounding out the list. 

Notable trends of 2021

When we looked at trends on Spotify in 2021, the top songs, artists, albums, and podcasts weren’t the only things we found. We learned about the moments that united listeners—and the ones that were notable for their uniqueness. 

Nostalgia played a role in people’s listening in 2021 as fans rediscovered old favorites—and new generations adopted them as well. Let’s face it: There are certain songs and albums that just sound like home (in a good way).

Spotify’s Latest Digital Experience and Singles Are a Celebration of ’90s Country Music Nostalgia

September 21, 2021

Nineties country music gave us power anthems like “Man! I Feel Like A Woman” and seven hit-filled albums from the legendary Reba McEntire, and it made stars out of the young duo Brooks & Dunn. As listeners return to these classic songs, albums, and moments in droves, Spotify has decided to honor them with an interactive microsite, Spotify Singles, video content, and more.

These days, the timeless songs and stories behind ’90s country music have found a new generation of ears: Gen Z.

To celebrate this resurgence, today we launched a campaign highlighting the staying power of our country catalog while also promoting the next generation of emerging country stars who are inspired by those that came before them.

Head to our 90s Country Digital Experience to reconnect with your old country favorites and discover the classic songs that shaped the genre’s sounds of today. Enter into an interactive experience by answering ’90s-inspired questions like “Who’s riding shotgun?” and “How big is your hair?” Then select an iconic artist (perhaps Shania Twain or Alan Jackson) as your copilot and choose your hairstyle, whether that’s a mullet or a head full of curls. Once you’re done, the site will analyze your responses and generate your top ’90s country albums as well as a personalized playlist.

Kacey Musgraves and Spotify Took Fans Back in Time With a ’90s-Inspired Pre-Album Event Experience

September 8, 2021

The stars aligned yesterday for Kacey Musgraves’s top fans living in the Nashville area. Ahead of the singer’s highly anticipated fifth studio album, star-crossed, Spotify partnered with Kacey to create an exclusive and immersive fan experience.

The album, releasing on September 10, will invoke ’90s sounds and themes to take listeners on Kacey’s journey through adulthood, matrimony, and heartbreak. To complement her upcoming music, Kacey partnered with Spotify to create the “Simple Times Machine,” an immersive fan experience specially designed to bring her creative vision and songs to life.

Inside the “Simple Times Machine” Experience

When fans arrived at the venue, they were ushered through a portal that took them back to a simpler time: the 1990s. Watch as Kacey and fans stroll down memory lane through the “Simple Times Machine” experience. 

Soleil Moon Frye Shares the Soundtrack of Her Teens and the Influence of Music in Her Documentary, ‘Kid 90’

April 20, 2021

Photo credit: Amanda Demme

Soleil Moon Frye became a household name upon starring in the 1980s television show Punky Brewster. Now, the actress is once again across our screens, revisiting her adolescence in the documentary Kid 90.

The film chronicles Soleil’s teenage years using never-before-seen footage and features a number of familiar Hollywood stars, like Leonardo DiCaprio, Robin Thicke, and Mark-Paul Gosselaar, in their teens. Soleil produced Kid 90 using her personal collection of video recordings from the decade. The documentary also draws heavily on the music of the era, creating an audio time capsule of sorts.

Soleil curated an exclusive playlist for Spotify of songs that represent the soundtrack of her life in the ’90s. For the Record spoke with the actress to learn more about the significance of her song choices and the experience of creating her documentary.

Photo courtesy of Soleil Moon Frye

We now capture and document everything on social media, but the ’90s was a very different world. What drew you to video and document your life as you did for Kid 90?

I feel like there was always this journalist inside of me from the time I was really young. At five years old, I started writing in diaries. By the time I was 12 years old, I had an audio recorder. In my preteen years I started carrying a video camera with me everywhere I went. 

As a teenager, I had so many questions. I was on this path of self-discovery and was going through the trials and tribulations of growing up. The camera almost became like a safety device, a protective device between me and others, where as long as I put my pain or my insecurities through the lens of looking at the world, I could turn it into art.

How does the playlist reflect your experience during that era?

The playlist shows where I was and the songs I was hearing. In New York City, for example, there was so much hip-hop and reggae. We would listen to the most incredible hip-hop and sit around and laugh, share stories, and talk about our experiences. We were so alive at that time.

And growing up in Los Angeles, I remember Portishead and Tricky, music that got me through love and through all of those teen emotions. Liz Phair I would just play over and over again for every one of my teenage angst moments. Pearl Jam, too. It was the soundtrack to my life back then. Sinead O’Connor coming out with “Nothing Compares 2 U.” Jeff Buckley. There were so many albums and artists that I played over and over again.

We noticed a few ’80s hits made it on the playlist. Why did you add those songs?

It was really a challenge to separate between the ’80s and ’90s because there are songs that are so definitive of the ’90s even though they were released in the late ’80s. One of my favorites, which I needed to put in my playlist because it had to do with every teen love experience, is “Almost Hear You Sigh” by The Rolling Stones. I’d listen to it over and over. Another one of the most impactful albums in the ’90s for me was Tom Petty’s Greatest Hits. I’ll never forget going on tour with Danny Boy and House of Pain, and he would pop that CD in, and we would listen to it over and over, so on my playlist I added “Mary Jane’s Last Dance.”

The playlist is definitely a collage of lots of moments. I hope people have fun diving into it.

In the process of making the playlist, did you rediscover any songs or artists that you had forgotten?

Some of my favorite musicians have all come back to me. People and bands like Bruce Springsteen, Mojave 3, Mazzy Star, A Tribe Called Quest. And it was so fun to see my kids discovering the music of that time too. My girls love Mazzy Star, they love Portishead and Tricky and Notorious B.I.G.—it’s so fun.

Linda Perry and her first new song in 15 years, “The Letter,” are featured in Kid 90. How did she end up joining the project and collaborating with you?

Linda Perry has inspired me since the ’90s—you can see 4 Non Blondes is on my playlist. Perry has been a true muse to me throughout this incredible experience. She actually saw an early cut of the documentary and said, “I want to give you your own soundtrack,” which was such an honor. Really, she scored the music of my life, and did it beautifully. It was such an incredible experience working together. She just put her heart, soul, pain, love, just everything into it. 

The song itself was inspired by a real letter I wrote to myself at age 15. In it, I asked myself, “Who are you? Have you made your life worthy? Have you found a place to belong?”

It was profoundly moving for me to rediscover the letter because it made me look inward and question whether I made that teenager proud. Was I living the life that I expected for myself? Often in our youth we have these dreams of all that we’re going to become and somewhere along the way, we get caught up in life. And sometimes we steer away from those dreams. Reading this letter and hearing the song Perry created felt like the teen me and the adult me coming together again. It was incredible.

How did Perry’s score influence the film?

Every song connected so much with the emotion that I was going through at that time. Working with her was an incredible source of inspiration. I’d be so moved by songs she sent me that I would cut sequences of Kid 90 to fit the music, which is such a gift.

And finally, for all the Punky Brewster fans out there, we have to ask: Is there a song on your playlist that speaks to that inner strength or Punky Power for you?

Oh, my God, there are so many! “One,” U2? “Hallelujah,” Jeff Buckley? Each song speaks to that experience and time of love and life and joy and fun.

Revisit the ’90s with Soleil’s playlist below and catch her new documentary on Hulu.

Spotify’s Refreshed Time Capsule Playlist Gives Listeners a Dose of Nostalgia

September 28, 2020

Your music taste may have shifted in the last few decades, but that doesn’t stop the smile on your face when you hear an old favorite tune. Music is a powerful tool for nostalgia—all it takes is a few recognizable notes, and you’ll be transported to where you were and how you were feeling when you first heard a song. Now, we’re ready to give you more of that delightful blast from the past with our refreshed Time Capsule playlist. 


This collection of songs is as personalized as your memories, and no two listeners have the same mix. It’s curated especially for you based on the country you live in, genres you enjoy, and how old you are. And although the tracks may be from the past, the playlist will never get old—the list of 50 songs frequently refreshes with a new mix to enjoy. Trying to recall what songs were trending on the charts when you were growing up in the 1980s? Time Capsule has you covered.

Earlier this year we shared how there’s been an uptick in the number of Spotify listeners who were seeking out music from the ’50s, ’60s, ’70s, and ’80s. As behavior science writer David DiSalvo shared at the time, “Music, like smell, is one of those things with immediate access to that direct, nostalgic memory. It takes you back to that place.” So take a walk down memory lane with your personalized Time Capsule playlist, found on the “Made For You” shelf on your mobile app, or in the Decades Hub.

Spotify Listeners Are Getting Nostalgic: Behavioral Science Writer David DiSalvo and Cyndi Lauper Share Why

April 14, 2020

Photo credit: Helen Maybanks

With all the uncertainties of our current climate, music from decades past is striking a particularly strong chord. From April 1–7, we saw a 54% increase in listeners making nostalgic-themed playlists, as well as an uptick in the share of listening to music from the ’50s, ’60s, ’70s, and ’80s (with ’50s music listening increasing the most). But what exactly is driving this interest?

For the Record spoke with David DiSalvo, a behavioral science writer and author of What Makes Your Brain Happy and Why You Should Do the Opposite, to get his take. “Nostalgia is an extremely powerful force linked to memory,” he noted. “But it has a way of putting a rosier view on our memory. When we smell those chocolate chip cookies, it’s a link to memory that brings us back to a more stable, comfortable place in our lives. We can inhabit it in our minds and feel a level of support that most of us aren’t feeling right now because there is so much instability.”

DiSalvo also explained the powerful role music specifically plays. “Music, like smell, is one of those things with immediate access to that direct, nostalgic memory. It takes you back to that place. For example, everyone can remember the specific song they were listening to during their first kiss.”

Perhaps Spotify listeners are trying to recreate moments from their past to find comfort, calm, and a break from the day-to-day. When making or updating playlists, listeners have been adding plenty of throwbacks—just take a look at the most-added tracks to playlists from each decade:

And they aren’t the only ones feeling the nostalgic vibes. Artists, too, are thinking of days long gone.

We asked Cyndi Lauper, whose upbeat hit “Girls Just Want to Have Fun” is one of the most-streamed songs from the ’80s in the past week, for her thoughts on what’s driving folks down memory lane. “Music marks time for me. So when I hear a song, it brings me back to that exact moment in time. It also helps that I have a really good memory, but music has always been such an important part of my life. Like most, I have a soundtrack. Broadway cast recordings of The King & I and Funny Girl bring me back to when I was 5 and just discovering my voice and love for music.”

Cyndi is also featured prominently on All Out 80s, Spotify’s popular throwback playlist with over 7.1 million followers. She thinks there’s a good reason why the playlist is so popular.

“The music of the ’80s was melodic. That was the common thread and why music from the ’80s is so good. I know for me, my intention was to make music that people would want to listen to for years and years, for decades and decades, long after I was gone.” 

Though many listeners have taken to more “chill” music in the past few weeks, there is also something to be said for pausing on the present and getting down with your favorite oldies. According to DiSalvo, “There is a good part of ‘distraction.’ It plays a healthy role in giving us a break, a reset point when we are in deep anxiety and stress.”

Also looking for a break from the moment? Take a listen to some of the most popular tracks streamed by decade April 1–7:

’50s:

“Put Your Head on My Shoulder” – Paul Anka

“Johnny B. Goode” – Chuck Berry

“I Walk the Line” – Johnny Cash

“Dream A Little Dream Of Me” – Ella Fitzgerald, Louis Armstrong

’60s:

“Here Comes the Sun” – The Beatles

“Feeling Good” – Nina Simone

“(What A) Wonderful World” – Sam Cooke

Ain’t No Mountain High Enough” – Marvin Gaye, Tammi Terrell

“Fortunate Son” – Creedence Clearwater Revival

“Brown Eyed Girl” – Van Morrison

“Son Of A Preacher Man” – Dusty Springfield

’70s:

“Don’t Stop Me Now” – Queen

“Hotel California – 2013 Remaster” – Eagles

 “Sweet Home Alabama” – Lynyrd Skynyrd

“Dreams – 2004 Remaster” – Fleetwood Mac

’80s:

“Back in Black” – AC/DC

“Under Pressure – Remastered” – David Bowie, Queen

“Livin’ On A Prayer” – Bon Jovi

“Sweet Dreams (Are Made of This) – Remastered” – Eurythmics

“I Wanna Dance with Somebody (Who Loves Me) – Whitney Houston

“Girls Just Want to Have Fun” – Cyndi Lauper

’90s:

“Wonderwall – Remastered” – Oasis

“I Want It That Way” – Backstreet Boys

“Smells Like Teen Spirit” – Nirvana

“Wannabe” – Spice Girls

“…Baby One More Time” – Britney Spears

“No Scrubs” – TLC

 2000s:

“Lose Yourself” – Eminem

“Hey, Soul Sister” – Train

“Mr. Brightside” – The Killers

“Hips Don’t Lie (feat. Wyclef Jean)” – Shakira, Wyclef Jean

“Halo” – Beyoncé 

Podcasts more your thing? Get hooked on a ’90s earworm in the popular Reply All episode “The Case of the Missing Hit.”

Revisit the Biggest Songs, Artists, and Cultural Moments of the Last 10 Years with Spotify’s ‘The Decade Wrapped’ Podcast

December 16, 2019

With 2020 right around the corner—and the 2010s coming to a close—we’re taking a journey through the last decade in music with a new original podcast, The Decade Wrapped.

The podcast’s host, Eric Eddings, will be joined by critics, comedians, influencers, and writers as they look back at the music stories that defined pop culture between 2010 and 2019. This 10-episode series incorporates data and insights from Spotify’s popular Wrapped campaign. Launched earlier this month, the campaign revealed through personal Wrapped e-cards what our listeners have been streaming—not only over 2019, but over the past decade—as well as what the world listened to during that time. 

The first three episodes are available starting today, December 16, in the U.S. (The next seven episodes will be released daily over the course of the week.) Get a taste for the episode topics and featured songs:

2010: Nicki Minaj Tells Us to “Check It Out”/Female-Driven Pop

In the early 2010s, women like Lady Gaga, Taylor Swift, Rihanna, and Katy Perry took the stage . . . but no one matched the omnipresence of Nicki Minaj. Before even dropping a full album, she was featured on tracks by Lil Wayne, Kanye, will.i.am, and Gucci Mane. Her debut album, Pink Friday, didn’t disappoint—and over the years she became a force in hip-hop.

2011: One Direction (Re)invents the Stan

In 2011, British boy band One Direction recorded their first album, released “What Makes You Beautiful,” and finished up their first tour. One Direction’s teen audience was fully internet literate and ready to make the band their own. Fanfiction and fanart take flight. So of course we had no choice but to stan.

2012: “Gangnam Style” Introduces K-Pop to the U.S.

One of the most-watched videos in the history of YouTube, “Gangnam Style” set the stage for K-Pop hits like BTS to come. The song, which has been streamed over 208 million times on Spotify, is credited with bringing Korean culture into the American mainstream.

2013: Harlem Shake[s the Internet]

If there was any year that your grandma might be caught dancing to an EDM song, 2013 was it. The “Harlem Shake” showcased the immense viral power of crossover appeal and memes, and the song became a mainstream number-one hit, with more than 2.1 million streams on Spotify. The 2010s were the decade of user-created content—and this song embodied that ideal.

2014: “Uptown Funk” and Taylor Swift Go Retro

In 2014, the 1980s came back to the top of the charts as Taylor Swift’s “Blank Space” and Mark Ronson’s “Uptown Funk,” featuring Bruno Mars, battled for number one. “Uptown Funk” propelled producers to the forefront; it became one of Ronson’s biggest hits and underscored the increasingly key role of producers in music then and today.

2015: Kendrick’s To Pimp A Butterfly Takes Flight, Drake Has the Biggest Year Ever, and Hamilton Shoots Its Shot

There were three differing perspectives on what the biggest musical story of 2015 was. Kendrick Lamar’s To Pimp A Butterfly cemented Lamar as a cultural icon as it examined race, discrimination, anger, and violence. Meanwhile, Drake’s “Hotline Bling” and his diss track feud with Meek Mill fueled a massive year for him. And Lin-Manuel Miranda turned Broadway upside down when his hip-hop musical Hamilton exploded as a hit inside and outside the theater.

2016: Beyoncé Drops Lemonade

 With her release of Lemonade, Beyoncé solidified her status as a powerful force in music. Lemonade appeared to divulge intimate details about her life while at the same time commenting on black life in America. It was universally praised for its personal and political content—and also for crossing genres. Its controversial snub at the Grammys also marked the beginning of a broader conversation around recognizing black musicians.

2017: “Despacito” Gets All the Views

In 2017, “Despacito,” a catchy song from Luis Fonzi and Daddy Yankee, crossed a huge milestone to become the most-watched video. Not music video. Video. Oh, and it surpassed 1.3 billion streams on Spotify, making it the first Spanish-language song to reach the billion-stream milestone. 

2018: “thank u, next” and the Evolution of Ariana Grande

The year 2018 was all about Ariana Grande. She returned to music with the One Love Manchester concert and came out on top with “thank u, next,” proving that music has the power to help us process, heal, and face what’s next.

2019: The Yeehaw Agenda

The end of the decade gave us giant breakthroughs for two artists. For Lizzo, it’s a story of years of hard work that culminated in the artist’s becoming a mainstay in the mainstream. And for Lil Nas X, it was the perfect storm of a catchy song on TikTok and a cowboy hat.  

Take it all the way back with a listen to the first episode on Nicki Minaj and female-driven pop below.

https://open.spotify.com/show/4C9SyDbX6N7HfgxYAVs9NP?si=DSOxhIGkQsa7bQGpREV_cw