Spotify wants you to take a trip down music memory lane.
The streamer is celebrating its 20th anniversary with a new data package, similar to its beloved Wrapped rollout. Spotify users can now see their all-time top songs, along with a handful of other nostalgic surprises.
“This was an opportunity for us to give back and make people connect with their time on Spotify,” Marc Hazan, SVP of marketing and partnerships, told Business Insider. “We help soundtrack people’s lives.”
Spotify
How to find your own “Party of the Year(s)”
Unlike its annual Wrapped feature, Spotify is taking its users back to day one.
The “Spotify 20: Your Party of the Year(s)” package includes the user’s first day on Spotify and the first song they streamed. For those looking for pure numbers, Spotify also includes the total number of songs a user has listened to.
There are also the classics of Wrapped, like the user’s most-streamed artist. Users will also have access to an All-Time Top Songs Playlist, featuring the top 120 songs and their play counts.
Like Wrapped, the “Party of the Year(s)” is built to be posted on other platforms. The package includes custom social media share cards.
Spotify
To access the data package, users can search “Spotify 20” or “Party of the Year(s)” on the Spotify mobile app. They can also visit spotify.com/20 on a mobile browser.
Why Spotify chose to celebrate with data
Twenty years is a blockbuster anniversary. Spotify’s celebration is relatively quiet — and that was intentional.
Hazan said that the team “didn’t want to make it about us.” The goal was to honor the user’s experience, not to “pop the champagne and pat each other on the back.”
Still, they wanted the campaign to be celebratory. Hazan said the teams involved — including product, communications, marketing, music, and more — went for maximum color. They also chose to make the disco ball a primary image of the campaign.
It took about six months to bring the campaign together, Hazan said. Many of the Wrapped planners contributed, along with other Spotify leaders.
Spotify
Why are Spotify users so obsessed with data? Wrapped is one of their biggest campaigns, after all, and Hazan said that it “just gets bigger and bigger and bigger.”
Hazan compared music to a sports team. Fans want baseball caps and jerseys to show their allegiance; in the same way, music fans want to post their top songs and artists.
“It’s a badge,” Hazan said. “If you’re a Lady Gaga fan or a Swiftie, you want to show the world or show your friends that that’s who you are.”
As the 20th anniversary passes, there’s no big plan for the 25th yet. Hazan can hazard a guess, though: “It will be about the fans, the fandom, the musicians, and the creators, much like this,” he said.
