Tuning into Trends: How Brands Are Making the Most of Spotify Wrapped in PR
Companies continue to join in on what has been branded as “Gen Z humor,” seen in coordination with this year’s release of Spotify Wrapped. Spotify Wrapped is a campaign that collects its user’s listening habits, and compiles them into a colorful and humorous interactive tap-through experience. The 2024 campaign was released on December 4th.
The excitement for this year’s Wrapped, bolstered by amazing campaigns of years past, has big companies joining in on the trend. PRWeek gathered posts from Merriam-Webster, Netflix, the Empire State Building and more, who have taken to X (formerly Twitter) and released their rendition of the campaign.
Merriam-Webster
In a typical Spotify Wrapped tap-through, the streaming service usually tells users how many minutes they’ve listened to Spotify or a certain artist. The campaign also displays your personal listening patterns with bright designs and moving graphics, along with a few lighthearted quips. Merriam-Webster added their own style to the trend with many X posts featuring similar Wrapped graphics, like one stating “You misspelled ‘definitely’ 632 times! This is so defiantly you! #MerriamWebsterWrapped”
Netflix
Spotify included a 2024 Music Evolution that replaced “top genres,” which grouped together songs that were then called a phase, moment, season, etc., taking inspiration from their “daylist” feature that was added this year. For example, I was told that I went through a “Pink Pilates Princess Roller Skating Pop Phase,” as I listened to many hours of Taylor Swift, Chappell Roan and Sabrina Carpenter. Netflix promoted one of its most popular shows, Bridgerton, with the post, “May was your Regency Pitbull Yearning Carriage Phase.”
Empire State Building
The Empire State Building jumped on the Wrapped bandwagon as well, creating their own version of top artists and songs with the caption, “I may be a building, but I still have taste. 💅” Trending artists like Charli XcX and Sabrina Carpenter were listed, as well as New York themed songs like “Welcome to New York,” and “Apple.”
Engaging in the marketing tactics of other companies can help boost the brand of others. In the current age of media, brands see that if they can keep up with the times, they can (usually) gain more support and recognition. Not only are they now linked to a trend that people love, but it also plants a seed in consumers minds. Those who love Spotify Wrapped may be more likely to now think of Merriam-Webster when they need help with a word. When looking for a new show, they may remember how Netflix joined in on the fun of Spotify Wrapped, and look there for their next watch.
Consistent humor in marketing is fairly new, with technology and social media being more popular than ever. The vast differences between older generations and Gen Z has been a driving force in the way brands tackle their exposure. Agility PR Solutions said that comedy is now an integral part of community engagement, with a mix of satire and “unseriousness.” When catering to the younger generation, it is important to stay true to the tone of one’s brand when it comes to marketing.
Forbes responded to the trend, stating that, “Speed, self-awareness, and a sharp read on cultural nuance are the new gold standards for social success.” Participating in a trend can be a fun, great way to gain attention, but companies should be strategic about how they participate. Maintaining relevance and the right amount of humor is vital.
2024 has been a year filled with humor as a form of marketing. Some popular marketing trends of the year you may have caught on to are:
- “Maps”- Yeah Yeah Yeahs
What have been your favorite trends of 2024?
Jasira Jouett is a sophomore at Murray State University pursuing a Bachelor’s degree in Public Relations with a minor in Arts Administration. She serves as her PRSSA Chapter’s 2024-2025 Officer of Recruitment. Outside of PR, Jasira loves to take time to indulge in reading and writing, music, cooking, and crafting. She loves to try new things and is a thrill-seeker. Her future career goals include working in event planning, social media marketing, and logo/webpage design. You can connect with Jasira on LinkedIn.
