![]() ![]() We increased the number of social integrations across the campaign and enabled people to put their share cards in different formats. "We looked at the things that people were already doing, and just made it a little bit easier for them. is why we made decided to make improvements in that area. "The scale of that interaction with the campaign was just a beautiful surprise to us and we knew that was something we wanted to double down on. People were even sending DMs to each other with all these nice messages because of Wrapped. And you also saw the fans telling the artists how they got them through tough times in the year. You could just see conversations where smaller artists were tweeting at their heroes and talking about how they aspire to one-day get comparable Wrapped figures, or to reach a similar point in their career. "For example, in that first year, we noticed that these really beautiful interactions were happening organically between artists and their fanbases on social media. Elaborating upon this, Codey said: "Generally speaking, there's kind of this internal attitude that we're always trying to look at what we're doing well, and what could be improved upon. The overhauled Artist Wrapped that Codey and his team introduced was comparable to the one that you might see today (with aesthetically pleasing share cards), but it would undergo further refinements over time. It maybe took 24 hours to gain, because no one was expecting it, but then it just blew up." "We didn't really know what was going to happen, right? We had no idea that it would grow into this global phenomenon. Spotify How Spotify's Artist Wrapped EvolvedĪccording to Codey, the team were not prepared for just how enthusiastic the response to that first Artist Wrapped campaign ended up being. Spotify French singer Poupie has been streamed 19.4 million times in 2021, in 169 different countries. Spotify British singer Griff has had 27.9 million listeners on Spotify in 2021. James Blake has been listened to for a cumulative 15.2 million hours in 2021. We were just looking for a way to try and increase the app's profile, and Creator Wrapped was the idea we came up with." It had been renamed and there was generally super-low awareness about the tools it offered to creators. Recalling this, Codey said: "At the time, Spotify for Artists was barely out of its beta stage. That was until Brendan Codey (who is now the Associate Director for Creator Growth and Programs for the streaming platform) was brought on board to revamp the entire campaign. In fact, it started off as little more than a basic email roundup that was sent to those with a huge Spotify presence. Yet Artist Wrapped was not always quite so exciting and dynamic. To find out more about its implications for those in the music industry, check out our exclusive interview with fledgling pop star Mazie. Spotify The Humble Origins of Artist WrappedĪrtist Wrapped has become an invaluable tool for some creators, as it provides them with information that would previously have been inaccessible (especially if they don't have the resources of a major record label) and gives them an opportunity to identify and thank their biggest fans. Spotify Rapper Central Cee has been streamed 433.7 million times on Spotify in 2021. Spotify Dominican rapper Tokischa has been streamed in 175 countries. Phoebe Bridgers has been streamed 409.3 million times, for a total of 24.4 million hours of music in 2021. Some examples of these share cards, including the ones for Phoebe Bridgers, Japanese Breakfast, Willow and James Blake can be seen here. They can then choose to publish this information (via a "share card") and engage on a more personal level with their loyal followers. With Artist Wrapped, musicians can see things like their cumulative streaming figures from the past year, what their core demographics look like, where they are most popular geographically, and who their top listeners were. However, there is one big difference, as this version of the roundup is only intended for use by creators themselves. ![]() ![]() If you are not familiar with it, Artist Wrapped is not too dissimilar from its consumer equivalent, in the sense that it provides unique analytics and data that is based on Spotify activity from between January 1 and October 31. Although it's not quite as famous as the regular iteration ( which provide users with insights into their own listening habits and musical tastes), it is still a pretty big deal. To explain just how far it has come, the project's lead, Brendan Codey, spoke to Newsweek in an exclusive interview.įor a bit of context, Spotify for Artists has its own version of the annual Wrapped feature. Now in its sixth year, Spotify's "Artist Wrapped" campaign has grown exponentially since it debuted back in 2017, to the point where it now attracts 14 times the number of listeners it once did. ![]()
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