It’s been a year of artificial intelligence, but Spotify instead focuses on “real” as a theme of its popular year-end “Wrapped” campaign, featuring a slew of out-of-home activations tailored to top artists as well as personalized app experiences.
The audio streaming platform’s end-of-year campaign launched Wednesday morning in 170 markets around the world. It “celebrate[s] all the real stuff” with a major focus on emotion, cultural moments and relationships—those between artists and fans, as well as between users and their friends and family—said Marie Rönn, Spotify global group creative director, at a press conference on Tuesday.
The artist-fan relationship is highlighted with OOH displays and activations and in the app experience, Rönn said. Interactive experiences will include lie-detector tests at locations in a handful of cities—a nod to the Ice Spice and PinkPantheress song “Boy’s a Liar Pt. 2,” the fifth most-streamed song in the U.S. this year. A display in Atlanta depicts rapper Lil Yachty on an actual little yacht.