Stockholm, Sweden — Spotify has unwrapped its 2025 Wrapped campaign, introducing a bold creative refresh and expanded real-world experiences for listeners around the globe.
The campaign’s visual identity takes inspiration from analogue mixtapes, reimagining a year of listening as a modern “visual mixtape” for more than 700 million users.
Jeremy Wirth, Spotify’s global executive creative director, described, “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 colour palette and bold use of images to feel simple and super modern.”
Wrapped will appear across more than 30 markets, featuring immersive installations, artist integrations and live experiences.
Highlights include a giant paw installation for Lady Gaga on Copacabana Beach, an 800-foot cascade of red hair in New York’s Union Square celebrating Chappell Roan, and a Ferrari parade in Paris culminating in a top-fan performance by GIMS.
Marc Hazan, Spotify’s senior vice president of global marketing & partnerships, said, “2025 Wrapped is our most action-packed release yet. We’re bringing back the fan-favourite features you know and love, and adding bold new experiences that spotlight the way you listened this year.”
Hazan highlighted, “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.”
Spotify is also spotlighting its partnership with FC Barcelona through Wrapped-themed billboards and a special Wrapped Party where players including Jules Koundé, Marcus Rashford, Pedri, Aitana Bonmatí, and Alexia share their listening habits with fans.
The 2025 campaign brings Spotify’s annual storytelling from screens to streets, celebrating the music and moments that defined the year.
