Reflecting the true connection between fans and artists: Behind the work at ‘Spotify Wrapped Live Indonesia 2024’

Ever since “Spotify Wrapped” was introduced to the masses as a way to reflect the listening history of Spotify users, the initiative has become synonymous with bridging the gap between the listeners and artists who seek each other’s connection to promote creativity and active engagement. While online interaction has been the norm in the past few years to promulgate this interaction, offline experiences are still the way to strengthen said notion.

Enter the “Spotify Wrapped Live Indonesia 2024” event, which puts the fans at the centre of the story, celebrating the passionate listeners who fuel the music ecosystem. Moreover, the exclusive live TV show for the event was integrated with MNC, touching hearts close & far, with special performances with artists that made a mark from both local & internationally, attended by fans, communities, creators, and artists.

Following the recognition of the event as the Gold Winner for the Most Innovative Event Marketing Campaign at NEXT Awards Indonesia 2025, we spoke with Citra Marina, Head of Marketing, Southeast Asia at Spotify, to further discuss the event’s marketing strategy, and what this means for Spotify’s future offline events in the region.

A reflection of diverse listening culture and engagement

It is worth noting that “Spotify Wrapped Live Indonesia 2024” was one of the two large-scale live Wrapped celebrations in Southeast Asia, alongside Thailand. For Citra, said event carried its own cultural and emotional depth that is truly Indonesian.

“It reflects Indonesia’s diverse music landscape and fandom culture, celebrating local artists and creators, international artists, and K-pop artists who shape listeners’ daily moments. The event turns the Wrapped experience from a digital recap into a shared, real-world celebration that unites fans and creators beyond the app,” she explained.

She also added that the “Spotify Wrapped Live Indonesia 2024” campaign was also built on the idea of connection between artists and creators who express and fans who engage.

“Spotify Indonesia showcased the creativity of local artists and creators, international artists, and K-pop artists through performances, stage moments, and visual narratives that reflect their impact on Indonesian audiences,” Citra said.

She also noted, “At the same time, listener stories were brought to life through data insights and social content that highlight how fan communities helped define the year in music. Both perspectives, creators and fans, were equally celebrated throughout the campaign.”

The importance of physical events amid the digital age

As a platform that is fully digital, Citra still stresses the importance of hosting an offline event much like the “Spotify Wrapped Live Indonesia 2024” offers a stage for local artists and creators, international artists, and K-pop artists to connect directly with fans, reminding audiences that music and podcast, at its core, is about shared emotion and community.

“While Spotify has a strong digital presence, nothing compares to the energy of live connection. The physical event, amplified by a nationwide broadcast through MNC, created a powerful sense of togetherness and allowed millions across Indonesia to take part in the celebration,” she stated.

Moreover, “Wrapped Live” is Spotify’s way of celebrating fans, artists and creators, the people who fuel the entire ecosystem.

“By spotlighting local artists and creators, international artists, K-pop artists, and the listeners who support them, the event reflects the platform’s belief that fans are as important to music and podcast culture as the artists and creators themselves,” she says.

After all, Citra remarks, the event is a celebration of mutual appreciation, where fans feel recognised not just by artists and creators, but also by Spotify as a platform that values their role in shaping what is heard and loved each year.

When asked what lies ahead for Spotify Indonesia in creating bigger fan-driven campaigns, especially for Wrapped, she said that they will continue to evolve Wrapped into an even more participatory and fan-centric experience. Moreover, future campaigns will further connect fans with local artists and creators, international artists, and K-pop artists through richer storytelling, on-ground activations, and digital engagement. 

“The goal is to make each Wrapped season feel more personal, inclusive, and reflective of Indonesia’s uniquely passionate music and podcast culture, where fans, artists and creators grow together,” she concluded.