"Spotify Wrapped 2025 is here, and it's inspired by mixtapes, DIY aesthetics, and all things pre-internet. After plenty of anticipation, Wrapped has now debuted for the eleventh year in a row. As public interest in Wrapped has mounted exponentially each year-and other brands have flocked to dupe the format -Spotify has been compelled to continuously up the ante on its own design concept, and this year is no exception. Wrapped 2025 comes with 12 brand new features, each intended to make the experience more personalized than years past."
"In the music world (and everywhere else), 2025 has been a year dominated by conversation around the explosion of AI technology. In September, Spotify itself issued new policies around AI-generated music, explaining that while it won't ban AI-generated songs or AI tools, it is focused on removing what it calls "AI slop" from the platform. At the time, Spotify said it had already removed 75 million spammy AI tracks from the site in just 12 months. Now, it appears Spotify is going full anti-AI in the design of Wrapped."
""If brands are looking to the future or to AI for inspiration, we did the opposite," Payman Kassaie, Spotify's director of brand and creative, said in a press conference ahead of the launch. This year, Wrapped is rooted in the world of mixtape culture-and it's a refreshing change from last year's Wrapped, which was widely critiqued for embracing AI."
Spotify Wrapped 2025 channels mixtape culture and DIY aesthetics while introducing 12 new features designed to increase personalization. Spotify enacted new policies on AI-generated music and removed millions of spammy AI tracks, framing the 2025 design as intentionally anti-AI. The initiative aims to distinguish the current Wrapped from the previous year's AI-embracing visuals. Wrapped has historically driven massive engagement and organic user sharing, with the 2023 campaign drawing over 225 million monthly active users and significantly boosting platform engagement across dozens of markets.
Read at Fast Company
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