The popular music streaming service known as Spotify released an ad for its annual ‘wrapped’ feature. This feature lets listeners know about their year-end review and listening habits.
Three ads have been released by Spotify as a part of their new campaign called ‘Totally normal for 2021’. Spotify wrapped is a special feature where listeners are revealed their top songs, artists and podcasts by the end of the year.
Once a listener starts listening to music on the app, the streaming platform will collect data and store it. By December 1 the app will release the wrapped feature to all users provided that they have at least listened to music on the app throughout the year.
This feature helps the listeners know how many minutes of music playback took place in the app, how many artists they have listened to and who all and what all they have listened to.
Each ad takes on different themes that are closely related to the pandemic. The first ad features a girl listening to Hindi music. But the music plays in the background as she reads her textbook for school.
The second ad features a close-up shot of a man who seems to enjoy listening to music on a beach. But as the camera zooms out, he is seen working on his laptop at a restaurant on the beach.
The third ad features a couple playing music and exchanging romantic glances in a close-up shot. But as the scene zooms out, they immediately go tend to their kids by helping them get ready for school.
‘Totally normal for 2021’ is the new marketing genius adopted by the streaming platform. It is an outdoor campaign that includes hundreds of creators from Mumbai and Delhi. Many creatives that the app has adopted are remotely associated with current events. For example, it was normal for Badshah, the rapper, to rap about ‘Paani Paani’ that recorded over two crore listeners.
The platform every year looks at unique ways to build up the hype for its favourite feature. This campaign will help listeners open and access the feature, analyse it and share it on any social media platform.
According to present data, Instagram users always look forward to the trend to share their personal wrapped Spotify on their stories.
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