PDX—NYC
2023 was a year of fakes and dupes. As a data campaign, we decided that this year’s Spotify Wrapped could deliver the receipts on what really happened. The good, the bad, and the AI questionable.
We partnered with brands like Etsy and Realtor.com to graph how this year’s top songs had an effect on the real world. Like a rise in streams of SZA’s “Kill Bill” led to a decline in the popularity of the name “Bill” according to Nameberry’s baby name database.
In a series of social films shot by KingShe, we celebrated the way the top songs and genres made us feel. Because after all, you can’t fake a feeling.
We celebrated how listener data revealed what’s real. And what’s a little too real.
We created outrageously big artist-inspired objects in cities with their biggest stream counts. The ‘Hair Clips’ in Toronto also marked the first time in a decade that Drake participated in Wrapped. We also commemorated Ice Spice’s “Boy’s a Liar” with a billboard that tested fan's honestly about their relationships via a real lie detector.
To celebrate Ice Spice’s 100M streams, we spelled out the entirety of her realest lyric of the year across 100 Meters. A random Tiktoker with only 524 followers captured it in a post that got over 5.5 million views.
We took delivering receipts on the year literally and opened a mini mart that turned stream counts into real currency for artist merch. (Copy below translates to, “For everyone who has streamed for more 50,000 minutes)
After nine years, 2023 Wrapped still managed to be biggest topic on the Internet that day. Apologies to the Kissinger estate.
