Spotify Wrapped: Decoding the marketing magic of personalised musical journeys
As the year comes to a close, music enthusiasts worldwide eagerly discuss one of the most anticipated events in the digital marketing realm – Spotify Wrapped. This annual feature from the world’s leading music streaming platform, Spotify, doesn’t just offer users a personalised journey through their year in music; it represents a masterclass in hyper-personalised marketing. From top songs and artists to unique insights into listening habits, Spotify Wrapped has become a cultural phenomenon, providing a delightful and shareable recap of the musical soundtracks.
Spotify Wrapped not only showcases the tracks that dominated individual playlists throughout the year but also serves as a marketing strategy that leverages the power of personalisation. Subscribers are drawn into the experience, creating a sense of ownership and gamification over their musical journey. This personal touch creates a deeper connection with the platform, encouraging brand loyalty and user engagement.
Spotify Wrapped goes beyond being a mere recap; it offers users a comprehensive breakdown of their listening habits. From total hours spent on the platform to the diversity of genres explored, Spotify leverages data to provide users with personalised insights. This data-driven approach not only reinforces the value of the user’s relationship with Spotify but also empowers the platform to make informed marketing decisions based on user behavior and preferences, such as pushing ticket sales to local concerts or driving traffic to a new artist.
A key aspect of the success behind Spotify Wrapped is its seamless integration with social media platforms. By encouraging users to share their personalised summaries, Spotify taps into the power of social sharing. The colourful graphics and witty captions accompanying shared snapshots of music taste turn Spotify Wrapped into a viral marketing event. This year they have gone further, sharing videos from top artists, comparing listening tastes to locations and gamifying users based on their ranking within their respective fandoms. This user-generated content not only promotes the platform organically, but also extends its reach by sparking conversations and connections among friends and followers, far past the release date of Wrapped.
Technological innovation, particularly in music streaming led by Spotify, has reshaped the global media industry, dominating a $26 billion market. This trend, marked by a continual surge in subscribers, shows no signs of waning with Spotify setting the bar in successful marketing. Businesses looking for inspiration in digital innovation can take valuable insights from Spotify’s strategic use of data, personalised user experiences, and seamless integration with social media. With the staggering 28-fold increase in music streaming revenues over the last decade, as reported by Statista, you have to draw learnings from a sector where the numbers speak for themselves.
Since its inception in 2016, Spotify Wrapped has evolved from simply being a music streaming app. As the year-end approaches, social media platforms buzz with excitement as users await the release of their Wrapped summaries. The memes, reactions, and discussions surrounding Spotify Wrapped flood the internet, turning it into an annual tradition that unites music enthusiasts and amplifies Spotify’s brand presence.
This article is published by Vibha Hardaker, Global Marketing Leader
Vibha Hardaker
Chief Marketing Officer | Global Marketing Director | Growth Generator | Brand Development | Retail | B2B | B2C
Vibha Hardaker, a result-focused Global Marketing Leader with a proven track record in driving business growth and turnarounds across Retail, B2B, and B2B sectors. She has gained recognition for delivering high business impact through strategic brand positioning, omnichannel marketing strategies, digital transformation, and more. She is not merely a name in marketing, she is a leader and driver of transformative change in steering business success.
TV9 Network Partners With JioTV and JioTV+ for Enhanced Mobile and CTV Reach
The largest television news network in the country, TV9 Network, has partnered with JioTV and JioTV+, the LIVE TV streaming service run by Reliance Industries’ Jio Platforms Limited. A new era of television viewing is about to begin thanks to this innovative partnership, which will increase TV9 Network’s visibility on CTV and mobile. It is a significant step toward providing viewers with a seamless, enhanced television experience enabled by state-of-the-art technology. It also promises to improve the relationship between TV9 Network and its audiences. Furthermore, it will give them simple access to the wealth of content the network has to offer.
Strategic collaboration for CTV and mobile offering
Seven premium TV9 Network channels will go live on JioTV and JioTV+ as part of this partnership. It will provide JioTV and JioTV+’s enormous and varied user base with a wide variety of news, entertainment, and infotainment programming. TV9 Bharatvarsh, TV9 Telugu, TV9 Kannada, TV9 Marathi, TV9 Gujarati, TV9 Bangla, and the most recent English News9 from the network are among the channels available.
JioTV is a live television streaming service that offers more than 1000 channels across 12 genres, 15 languages, and 200+ broadcasters. JioTV provides free access to LIVE TV and seven-day catch-up on smartphones and tablets with Jio SIM cards. On the other hand, JioTV+ is a connected TV device that offers the greatest OTT packages. This is in addition to linear channels for TV screens that are powered by Jio Fiber and WiFi. TV9 Network hosts a large user base that includes both urban and rural areas. With this partnership, it will be able to reach a more diverse and wide-ranging audience with this partnership. JioTV and TV9 are dedicated to providing excellent news content to a wide range of viewers, making the network’s offerings easily accessible.
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This collaboration is expected to revolutionize the Indian media and entertainment scene. It will provide viewers with a more engaging and easily accessible television experience, regardless of their location.
Here’s what they said
Raktim Das, Chief Growth Officer (Broadcasting and Digital) at TV9 Network said
With cutting-edge content and robust distribution, TV9 Network has disrupted the news media industry in the country. This collaboration aligns perfectly with our mission to bring credible, informative, and engaging content to viewers across the country. The fact that all our seven channels are now available on the JioTV and JioTV+ platform reflects our unwavering commitment to keeping our viewers informed and connected. Our collaboration with JioTV and JioTV+ is a testament to our dedication to innovation and customer-centricity. We believe this strategic alliance will not only help us expand our footprint but also provide our viewers with unparalleled convenience and access to their favorite TV9 Network channels. We are excited about the future prospects of this partnership and look forward to creating compelling content for our new and existing viewers.
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SRMG Ventures Pours $5 Million in MENA’s Anghami Platform
A third investment was disclosed by SRMG Ventures, the venture capital division of the Saudi Research and Media Group (SRMG). The integrated media group has announced plans to invest $5 million in Anghami, a music and entertainment streaming service with offices in the UAE and founded in Lebanon. SRMG is dedicated to fostering the media and entertainment ecosystem in the MENA area. It plans to do so by spotting market possibilities, satisfying consumer wants, and developing new revenue sources. The venture represents a major advancement for the region’s music and audio sector, which is expected to grow at an 11% CAGR. The consistent rise is also credited to local talent, rising Arab stars, and the tactical presence of foreign record firms. This is solidifying MENA’s role as a key participant in the global music industry.
The SRMG-Anghami Strategic Venture
The group’s investment approach, which focuses on creative developers, and virtual and interactive entertainment is aligned with SRMG Ventures’ investment in Anghami. The focus will also be on the digital media platforms and drivers that are at the pinnacle of technical innovation. SRMG Ventures’ broad media reach, content library, and portfolio of top audio/podcast assets will accelerate Anghami’s growth trajectory. Additionally, they will receive a bigger slice of the quickly expanding market, anticipated to reach $700 million in 2026.
Anghami has a sizable subscriber base (120 million, up from 75 million in 2021) and a library of more than 100 million songs. It is the premier source for Arabic and international music, podcasts, and entertainment. Anghami has expanded its offerings across music streaming since its 2012 inception. At the moment, it offers live events, concerts, branded music, and video content. Additionally, it offers renowned music streaming services, podcasts, a music lounge with live entertainment, record labels for Arab musicians, and exclusive and original Arabic material.
Anghami will employ SRMG’s large media networks to speed up growth by offering users fresh experiences. Additionally, it will increase legitimate listening to music audio content in the MENA region and empower artists. Billboard Arabia, the newest addition to SRMG’s media portfolio will introduceseveralf charts employing information from the top digital streaming platforms. It will work with Anghami to help promote the musicians and songs that are shaping the local and international music scene. Additionally, all of SRMG’s content creation channels that are presently accessible through the Anghami portal will pave the way for future partnerships between the two.
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Here’s what they said
Jomana R. Al-Rashid, CEO of SRMG, said:
Audio consumption is growing fast in the MENA region. In 2022 alone, the market size for audio increased by 35%. This demand coupled with the commercial opportunity it presents makes digital audio and media one of the investment priorities for SRMG Ventures. These opportunities are also demonstrative of our strategy and commitment to support and develop the media ecosystem, act as a catalyst for further growth and enhancement of SRMG’s offerings and services. Today, Anghami has been able to secure one of the largest user bases in audio streaming in the region, and has developed an impressive platform with extensive technological capabilities – a testament to the leadership of founders Elie Habib and Eddy Maroun. We’re looking forward to working closely with the Anghami team to realize our shared vision of elevating the region’s media and entertainment industry.
Eddy Maroun, Co-founder & CEO of Anghami, said:
This investment from SRMG Ventures marks a significant milestone for Anghami. We have continually evolved to meet our audience’s changing demands and support the region’s rising entertainment and music industry. Working together with SRMG, a leader and innovator in regional media, Anghami will be able to unlock further opportunities to champion the music ecosystem. This partnership will propel regional artists to greater heights, expand their global reach, and create new touchpoints for our users and artists alike.
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