Wrapped is Spotify's annual end-of-year campaign where users can explore their own year of listening. An extremely popular tool, 574 million users worldwide engaged with Wrapped in 2023 alone.
Spotify have invited Skillbard to soundtrack the campaign every year since 2018, when they approached us to design a 'sonic toolkit' that can be used by hundreds of in-house editors worldwide.
We devised a modular approach, presenting Spotify with a kind of deconstructed hyper-pop that could be mix ‘n’ matched, reordered and reassembled into a adaptive soundtrack that could twist and turn along with the visuals of countless ads and promotional videos worldwide.
Being a worldwide campaign, the music needed global appeal. It must also have a level of professional sheen that would enable it to stand alongside and blend in amongst some of the year’s top hits. A tall order, I’m sure you’d agree!
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