‘Tis the season—no, not Christmas or Twitter’s Met Gala however for the Spotify’s annual psych evaluation or the Wrapped receipts to be handed out—marking the top of a yr’s price of cautious audio character curation for some.
What began as a humble advertising marketing campaign ‘12 months in Music’ in 2015, a characteristic for customers to look again at their three hundred and sixty five days through songs turned an prompt hit solely in 2017 when Spotify re-purposed and repackaged it into the present vibrant, jazzy graphic launch. Whereas time-honoured opponents like Apple Music have tried to do one thing related with ‘Replay’, it isn’t the identical or as complete and fascinating. Let’s say, nothing pronounces the end-of-the-year as Spotify’s annual music vibe verify (not even the barrage of ‘let’s circle again in January 2023 emails.’)
For the uninitiated, Wrapped is a advertising marketing campaign that retains on giving—it’s a personalised breakdown of what the customers listened to, their high songs/artists/genres/podcasts are for the yr—morphing a advertising marketing campaign right into a fan-first paradoxical picture of self-reflection. And within the present world of terrifying information assortment headlines, this year-end stat is really a crown jewel of flexing one’s musical character.
Because the main, nuanced voice within the marcomms trade, Marketing campaign Asia-Pacific dips it’s tippy toes in viral developments which have extra substance. Wrapped received us hooked—we needed to flip to trade gamers to share their years’ price of high music selections.
Jan-Paul Jeffery
Head of selling, SEA, Spotify
Prime songs: Lack of affection (radio combine), Love is just not sufficient (unique combine), Gratitude (prolonged combine)
Prime artists: Rufus Du Sol, Adonis, Above & Past
Minutes spent: 6,501
Nobody really is aware of you until they’ve seen your Spotify Wrapped. The boss man himself is a little bit of a ‘replayer’—he looped in 6,501 minutes this yr listening to 829 artists, clearly a fan who goes via a number of music character modifications in a day. His audio day begins as ‘assured’, goes into an ‘empowering’ afternoon, and ends on a ‘constructive therapeutic’ evening—let’s simply say, Jan-Paul Jeffery flexes some significantly wealthy musical style.
Bart Buiring
Chief gross sales and advertising officer, APAC, Marriott Worldwide
Prime songs: Depraved recreation, Working, Maintain on to the light-Remode
Prime artists: Robin Schulz, Swedish Home Mafia, Y.V.E 48
Minutes spent: 12,846
There is no such thing as a factual inaccuracy within the assertion that Bart Buiring had a key function in serving to German artist Robin Schulz break into Spotify’s ‘One Billion Streams Membership’. 12,846 minutes of emotional musical melodies and beats—no shock that Buiring is an ‘adventurer’ in his audio style. Why stick to one artist when there are tons of of gems to be discovered?
Huiwen Tow
Head of technique, Advantage APAC
Prime songs: Jiggle jiggle, Top quality, How lengthy do I’ve to attend for you
Prime artists: Khruangbin, The Black Keys, Frank Ocean
Minutes spent: 28,185
When Tow is just not smashing it at Advantage’s campaigns, she’s both grooving to Khruangbin or getting an unhealthy dose of anime. Wistful, slow-motion kinds with Thai-inflected tunes of the 60s and 70s are her thought of tonal melodies—Tow’s proudest achievement is being within the high 0.5% listeners of this Texan band.
Indy Khabra
Co-founder and chief government officer, Livewire
Prime songs: Chilly Coronary heart, Stick with me, Fever
Prime artists: Dua Lipa
Minutes spent: 40,353
Livewire CEO tops this listing with a whopping 40,353 minutes of music in three hundred and sixty five days. He has Spotify-ed greater than 87% of different listeners in Australia and redefines obsessive looping with Chilly Coronary heart (PNAU) performed 178 instances on June 14, 2022. His funky style is amplified different favourites like Keep With Me (Timberlake, Pharrell and Calvin Harris), and Dua Lipa’s Fever.
*Wait, 178 instances? Effectively, haters can hate, June was a selected sort of temper for the Livewire high man*
Charles Lankester
EVP, world popularity & danger administration observe, Ruder Finn
Prime songs: Get it on, Let’s Go Spherical, Love Prepare
Prime artists: Adele Roberts, Earth, Wind and Fireplace, AC/DC
Minutes spent: 21,623
One other high fan within the listing, Lankester has efficiently schemed to make his audio playbook look cooler this yr with an enormous devotion of 21,623 minutes to music. Fairly a maverick in style, whereas everybody bathes in mainstream, Lankester passionately frolics within the facet stream. He seizes the day with a ‘foolish blissful chill’, embraces the evening with some ‘mushy, feel-good’ music; responsible pleasure stays Get It On by T.Rex. Performed on loop solely 112 instances on January 25, 2022.
Alana Zervos
Affiliate director, tradition, communications, and new enterprise, Omnicom Media Group
Prime songs: I am on fireplace, Drown, I drink wine
Prime artists: Adele, Bazzi, ConKi
Minutes spent: 12,228
Zervos’ Wrapped is written by Adele, owned by Adele, directed by Adele and stars Adele. Rating within the high 7% of Adele listeners is an honour nobody takes possible, a lot much less a fan.
*Residing my dream*
Niall Hogan
Managing director APAC, Ogury
Prime songs: Do not lose your self, I wager you look good on the dance flooring, Pretend tales of SFO
Prime artists: The Beatles, Arctic Monkeys, Bob Marley & The Wailers
Minutes spent: 10,341
You’ll be able to disguise your self from your mates, your therapist and even your self, however not Spotify. Hogan performed 1,576 songs this yr and performed them over and over. Eminem’s ‘Lose Your self’ tops his audio days and we get it—that is the rapper’s largest hit, it is a present closing quantity which does sound deep when looking at an deserted skyscraper or an apocaplytic cityscape.
Sean Donovan
President, TBWA Asia
Prime songs: Right here with me, The Killers, One thing to somebody
Prime artists: The Killers, Dermot Kennedy, Tom Walker
Minutes spent: 13,004
Profound empathy is palpable in Donovan’s annual music report card. Sporting a number of inventive hats in the course of the day, one in all his proudest achievement is being within the high 0.05% followers of The Killers. Donovan devoted 4,445 minutes of his yr revelling within the brilliance of The Killers and listened to the artist 107-times with most listens on September 20, 2022.
*Nothing embarrassing right here*
Pawares Vessukanmanukul
Chief inventive officer, Wolf BKK
Prime songs: Construct a bitch, Like 1999, Fallin’ all in you
Prime artists: Dua Lipa, Taylor Swift, Blackpink
Minutes spent: 16,643
Pawares Vessukanmanukul passes the genuine pop-fan verify. 16,663 minutes of music in a yr—questioning if I’m the one one who spends *that* period of time sitting alone with my ideas!
Anthony Yiu
CEO PHD Hong Kong
Prime songs: This world, Hope to hold on, Religion my eyes (Caedmon’s Name)
Prime artists: Caedmon’s Name, The Wallflowers, Eminem
Minutes spent: 545
Fan of acoustic/people pop, Yiu will get his musical repair from quite a lot of apps, Spotify is only one of them. Sort of explains his significantly low audio dedication within the Wrapped report.
Hannah Parsons
Artwork director, R/GA Tokyo
Prime songs: Commencement day, Texts go inexperienced, Seagull
Prime artists: Kanye, Drake, Lana Del Rey
Minutes spent: 25,755
Parson has a deep inexplicable love for frame-by-frame animation, tiny issues and DJing—protected to say, her audio yr was wild, and the report card displays that. Colossal and claustrophobic, Ye’s Commencement Day made for continuous listening this yr and this kitty mother loved 25,755 music minutes.
(With inputs from Shawn Lim and Surekha Ragavan.)