In what month and year did the Spotify Wrapped campaign begin?

Spotify Wrapped began in December 2016. Spotify introduced the campaign as a year-in-review experience that turned listening data into a shareable story for users.

The first release arrived on December 6, 2016. It highlighted listeners’ most-played artists and songs, helping Spotify transform personal usage data into a highly visible marketing event. The campaign was designed not only to inform users but also to encourage them to promote Spotify on social media.

Wrapped expanded in 2017 to include artists and advertisers, and in 2019 it became more deeply integrated into the Spotify app. Its colorful, personalized presentation helped distinguish it from ordinary year-end playlists and contributed to its annual viral popularity.

A common mix-up is confusing the December 2016 campaign launch with earlier Spotify year-end features. Spotify had already offered a 2015 program called Year in Music, while the modern Wrapped campaign began the following December. Another nearby detail: Wrapped usually summarizes listening from much of the year, not necessarily every day through December 31.