Spotify reimagines Wrapped with real-world activations

Spotify has released its 2025 Wrapped campaign, expanding the annual celebration of global listening habits into an experience that blends digital storytelling with large-scale real-world activations. The initiative showcases how fans engaged with music throughout the year and introduces new features designed to make Wrapped more social.

Marc Hazan, Senior Vice President of Global Marketing and Partnerships at Spotify: "2025 Wrapped is our most action-packed release yet. 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."

A visual mixtape inspired by music fandom

The 2025 Wrapped design draws from the tradition of mixtapes and burned CDs, translating a year of listening into a modern visual expression shaped by gradients, textures and a reduced colour palette. Spotify describes the creative approach as a blend of analog and digital aesthetics intended to capture the spontaneity of music fandom for its global audience.

Jeremy Wirth, Global Executive Creative Director at Spotify: "For me, 2025 Wrapped captures that tension between chaos and clarity. 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."

The campaign also reimagines Spotify’s logo through Wrapped-edition treatments inspired by the year’s most popular artists and songs.

Immersive installations across global cities

Spotify is activating Wrapped across more than 30 markets with around 50 installations and pop-ups featuring artist integrations, interactive photo opportunities and occasional live performances for top listeners. The experiences bring Wrapped into public spaces and extend the campaign beyond traditional outdoor formats.

One installation features a giant paw on Copacabana Beach in Rio de Janeiro celebrating Lady Gaga. In New York, an 800-foot cascade of red hair fills Union Square subway station in tribute to Chappell Roan’s track The Subway. In Paris, a Ferrari parade culminates in a performance by GIMS for top fans.

FC Barcelona brings Wrapped to the pitch

As part of the ongoing Spotify and FC Barcelona partnership, this year’s campaign highlights how players such as Jules Koundé, Marcus Rashford, Pedri, Aitana Bonmatí and Alexia listened in 2025. Billboards across Barcelona present their personal music insights, while a dedicated Wrapped Party will see teammates compare playlists and reflect on the sounds that fuel their training and performance.

From large-scale installations to creative partnerships, 2025 Wrapped extends Spotify’s annual storytelling into a global, interactive celebration of the music moments that shaped the year.