Spotify celebrates 2024 Spotify Wrapped with pop-up rave + campaign via Akcelo + Jack Nimble
2024 Spotify Wrapped has launched its annual campaign and personalised user experience – celebrating the fans, artists, and creators who made this year the record-breaking, culture-making, fandom-shaking year that it was.
This year, Wrapped is being delivered locally by a dynamic mix of creative efforts across experiential, paid media, OOH, and on platform marketing, across an extended tease phase through to launch, in collaboration with creative agency Akcelo and social content agency Jack Nimble. This year’s campaign shines a spotlight on homegrown talent with artists such as Tones and I, Lithe and Angie McMahon featured across Out of Home placements in Melbourne and Sydney.
Furthermore, to launch 2024 Wrapped in a big way and to celebrate Aussie music, yesterday Spotify hosted a Pop-Up Rave today, with live artists and DJs playing to the public for free. Sydney-siders were invited to Parramatta Square at 4:00PM, to see ODDMOB, Young Franco, Sycco, Mistah Cee and Talisha perform.
From showing users how their taste in music evolved throughout the year to special messages from fans’ favourite artists and podcast creators, 2024 Spotify Wrapped gives fans even more ways to indulge in what they love.
Eligible users can now access their personalised 2024 Wrapped Experience exclusively in the Spotify mobile app (iOS and Android). Spotify urges users to make sure their Spotify app is updated to the latest version to access. Users can easily access their personalised user experience in the Wrapped feed on Home.
Users can share their Wrapped results across messaging apps and their favourite social channels. And as part of Spotify’s new sharing integration with TikTok, users can easily share their Wrapped results across TikTok FYP and Stories.
Spotify Head of Marketing (ANZ), Rosie Rothery, says: “2024 Spotify Wrapped is all about celebrating the Australian fans, artists, and creators who made this year the record-breaking, culture-making, fandom-shaking year it was. On the tenth anniversary of Wrapped as we know it today, we want this to be our most iconic Wrapped yet.
‘This year, we took our approach to the next level with an extended tease phase across out of home and social, designed to ignite excitement among Australia’s Wrapped-loving public and build anticipation ahead of the launch. We dialed up the intrigue further by unveiling a mysterious Wrapped shipping container in Parramatta Square yesterday. Today, we’re thrilled to reveal its purpose—leaning into the explosion of dance music, and rave culture in 2024, we’re launching Wrapped with a pop-up rave featuring some of Australia’s most exciting DJs.”
Here’s a snapshot of what Australia streamed most this year:
MUSIC (AUSTRALIA)
- • Iconic pop queen Taylor Swift has done it again for the second year in a row, and taken the top spot as Australia’s most streamed artist for 2024, while Benson Boone makes a debut on the Wrapped list with “Beautiful Things,” placed as the most streamed track across the country.
- •The Wiggleswere announced as Australia’s most-streamed local artists, followed by The Kid LAROI. The track “Riptide” by Vance Joy took number one place for Australia’s most-streamed local artist song, followed by CYRIL’s, “Stumblin’ In”.
- • Aussies are pop fanatics this year, with Taylor Swift’s “THE TORTURED POETS DEPARTMENT: THE ANTHOLOGY” taking the number one spot for Australia’s most-streamed album, followed by Sabrina Carpenter’s “Short n’ Sweet,” and Billie Eilish, “HIT ME HARD AND SOFT”.
PODCASTS (AUSTRALIA)
- • Most Popular Podcasts:The Joe Rogan Experience (#1) takes the number one slot again this year, for the most popular podcast in Australia.
- • Following this, The Diary Of A CEO with Steven Bartlet (#2), Huberman Lab (#3), Casefile True Crime (#4) and Call Her Daddy (#5).
AUDIOBOOKS (AUSTRALIA)
- • Spare, by Prince Harry The Duke of Sussex (#1) had Australia listening this year, claiming the number position for the most popular audiobook across the nation.
- • Following this, A Court of Thorns and Roses, Sarah J. Mass (#2), Atomic Habits, James Clear (#3), It Ends with Us, Colleen Hoover (#4) and, The Fellowship of the Ring, J.R.R. Tolkien (#5).
Australia’s Top Local Artists:
- 1. The Wiggles
- 2. The Kid LAROI
- 3. AC/DC
- 4. Vance Joy
- 5. RÜFÜS DU SOL
Australia Top Local Songs:
- 1. “Riptide” by Vance Joy
- 2. “Stumblin’ In” by CYRIL
- 3. “Saving Up” by Dom Dolla
- 4. “NIGHTS LIKE THIS” by The Kid LAROI
- 5. “You Shook Me All Night Long” by AC/DC