Reinvention and evolution: Inside the design of Spotify Wrapped 2024

INT: Initially, how did you hope to convey the theme in the overall art direction for this year’s campaign? 

RW: The themes of reinvention, evolution and merging genres come to life in many different ways, beginning with an art direction that loops, transforms, and celebrates the energy of this unique moment in time. This includes vibrant colour combinations, playful layouts, and lively animations that bring the design to life.

INT: What were the major inspirations and references?

Rebecca Lim, global design director, Spotify:The major inspiration for Wrapped is always the fans, artists, creators and authors that make this moment the phenomenon that it is. At the same time, we set out to create something that is uniquely Spotify, feels fun and brings joy. 

The logos that we teased ahead of launch are a great example of this inspiration – we uniquely positioned our Spotify logo to capture the essence of 2024’s biggest musical moments. These new logos celebrate the rise of new and surprising genres, breakthrough female pop stars, and chart-topping hits. This set the stage for Wrapped and hyped fans for what was to come, showcasing how much influence Spotify fans have on culture. Because when they listen, culture shifts. 

Some of the references in our global media campaign include: ‘To all the brats who were brat before brat summer’– highlighting the 30 million people streaming Charli xcx in the spring; when in Manchester, 897k+ fans streamed Oasis before they announced Oasis Live ‘25; and when Beyoncé got 36 million people to stream country music for the first time in 2024.

INT: How have you brought this concept to life?

RW: We’re always striving to elevate our brand identity, exploring fresh and exciting ways to bring it to life. For the first time, we incorporated our brand new bespoke typeface, Spotify Mix, into Wrapped – which gave us the opportunity to create a bolder, dynamic and more unique typographic presence that stands out.

We’re also specifically using our typeface as our main graphic element this year, looping and transforming it in unexpected ways across the canvas.

A dynamic blend of vibrant gradients and solid colours, playful layouts, and spirited animations breathe life into the design, reflecting the energy of this unique moment in time.

INT: Any final highlights or details to look out for?

RL:As our annual ‘thank-you’ to our community, Wrapped has truly become a moment that we look forward to every year. We want to create something that fans genuinely love, and seeing the anticipation and excitement leading up to the launch is a great feeling. 2024 Spotify Wrapped is bigger and bolder than ever before.