Having scored a hit earlier this month on social media with its "Wrapped" campaign, which allowed users to share their most-played songs of the year, Spotify is back again with an end-of-decade film.
The spot charts the efforts of one young user to create his ultimate "Playlist of the Decade." Before he gets to add any songs of his own, everyone else in his life chimes in with suggestions, including his roommate, his neighbors, his classmates, little kids and random strangers. At moments their suggestions are woven into the narrative—like the bus driver who yells out "We Can't Stop" or the girl who texts "I Really Like You." It's an inventive way of cramming multiple song references into a piece of storytelling (and will no doubt get music lovers busy debating whether Ariana Grande, Katy Perry or Bohemian Rhapsody belong in the ultimate 2010s playlist).
Created in-house, the film feels like a new turn from Spotify, reminiscent of fast-paced blockbusters from the likes of Nike and others. It will air globally, online only. Also this week, Spotify is releasing a new 10-episode podcast series titled The Decade Wrapped . It will feature special guests such as Robin Thede, Hannah Bronfman and Lele Pons exploring pop culture moments that defined music history from 2010 to 2019. The series also incorporates data and insights from "Wrapped." Artists and songs featured included Drake, Despacito, Nicki Minaj, One Direction, Harlem Shake and Beyoncé.