Spotify has launched its 2024 Wrapped campaign, combining personalised user experiences with a multi-channel marketing push to celebrate a record-breaking year in music and podcasting. The campaign focuses on Australian artists, creative collaborations, and an experiential pop-up rave in Sydney.
Eligible users can now access their personalised Wrapped experience via the Spotify mobile app, which highlights their top artists, songs, and trends of 2024. Wrapped’s marketing rollout includes Out-of-Home placements in Sydney and Melbourne, featuring local talent such as Tones and I, Angie McMahon, and Lithe. The campaign was developed with creative agency Akcelo and social content agency Jack Nimble, emphasising fan engagement and local pride.
To mark the occasion, Spotify is hosting a Pop-Up Rave today at Parramatta Square in Sydney. Open to the public, the event features performances from ODDMOB, Young Franco, Sycco, Mistah Cee, and Talisha, celebrating the rise of dance music and rave culture in 2024.
Spotify head of marketing (ANZ), Rosie Rothery, said: “2024 Spotify Wrapped is all about celebrating the Australian fans, artists, and creators who made this year the record-breaking, culture-making, fandom-shaking year it was. On the tenth anniversary of Wrapped as we know it today, we want this to be our most iconic Wrapped yet.
“This year, we took our approach to the next level with an extended tease phase across Out of Home and Social, designed to ignite excitement among Australia’s Wrapped-loving public and build anticipation ahead of the launch. We dialed up the intrigue further by unveiling a mysterious Wrapped shipping container in Parramatta Square yesterday. Today, we’re thrilled to reveal its purpose—leaning into the explosion of dance music, and rave culture in 2024, we’re launching Wrapped with a pop-up rave featuring some of Australia’s most exciting DJs.”
Here’s what Australia streamed most this year:
Music (Australia)
- Iconic pop queen Taylor Swift has done it again for the second year in a row, and taken the top spot as Australia’s most streamed artist for 2024, while Benson Boone makes a debut on the Wrapped list with “Beautiful Things,” placed as the most streamed track across the country.
• The Wiggles were announced as Australia’s most-streamed local artists, followed by The Kid LAROI. The track “Riptide” by Vance Joy took number one place for Australia’s most-streamed local artist song, followed by CYRIL’s, “Stumblin’ In”.
• Aussies are pop fanatics this year, with Taylor Swift’s “THE TORTURED POETS DEPARTMENT: THE ANTHOLOGY” taking the number one spot for Australia’s most-streamed album, followed by Sabrina Carpenter’s “Short n’ Sweet,” and Billie Eilish, “HIT ME HARD AND SOFT”.
Podcasts (Australia)
- Most Popular Podcasts: The Joe Rogan Experience (#1) takes the number one slot again this year, for the most popular podcast in Australia.
- Following this, The Diary Of A CEO with Steven Bartlet (#2), Huberman Lab (#3), Casefile True Crime (#4) and Call Her Daddy (#5).
Australia’s Top Local Artists:
1. The Wiggles
2. The Kid LAROI
3. AC/DC
4. Vance Joy
5. RÜFÜS DU SOL
Australia Top Local Songs:
1. “Riptide” by Vance Joy
2. “Stumblin’ In” by CYRIL
3. “Saving Up” by Dom Dolla
4. “NIGHTS LIKE THIS” by The Kid LAROI
5. “You Shook Me All Night Long” by AC/DC