Hi there,

Spotify Wrapped is one of those “shared cultural experiences” that we still have left – something that brings us together around our love for music. As life (and marketing) gets more and more fragmented, it's one time in the year when we can come together to compare notes, songs, podcasts, hours listened – and even our listening age. Other companies have tried to replicate Spotify’s Wrapped, but no one has come close; they created “appointment marketing” with no buy-in, just fanfare and data – absolutely brilliant.

But when something becomes a pop-culture phenomenon like Spotify’s Wrapped, you know there’s a hardworking team behind the scenes carrying the weight of it. And while everyone at the Wrapped for Creators event was taking photos with the creators, I wanted to spotlight the stars — the ones making it all happen.

This team executed a major celebration with a special performance by Zara Larsson, hundreds of creators, immersive stations, and photo opps — but what caught my attention the most was that they are building a strong community among creators, and that was exciting to see.

Hope you enjoy,
Tracey Raftery

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