Such is the nature of modern media consumption, no one can really claim to be a true fan of something without posting about it. It’s for this very reason that Spotify’s annual Wrapped campaign has become something of a cultural phenomenon – encouraging users to share their most popular artists, songs, audiobooks and podcasts, all while adding an extra layer of gamification to our listening habits. Oh, you’re not in the top 0.001% of Taylor Swift listeners? Shame….
This year, however, Spotify has done things a little differently, releasing a cinematic film made specifically for the UK that celebrates the artists, fans and moments that defined culture in 2025. Created by curly media, it sees ordinary fans (plus a handful of celebs, from Louis Theroux to Grime Gran) interacting with their musical idols, including Jade, PinkPantheress, Central Cee, Nemzzz, Sammy Virji, Sasha Keable and Lewis Capaldi, who steals the show in a hilarious exchange with a distracted delivery man.
Directed by KC Locke – fresh off the back of being nominated for Video of the Year at the MOBO Awards for his video for Mini Me’s by British rapper Meekz – the high-energy film is filled with flashes of everyday British humour, and serves as an entertaining reminder that music taste is still the ultimate social currency. And, packed as it is with shouty listening stats, it’s also a reminder that we are all but cogs in the streaming machine.
Spotify is extending the campaign through pop-up activations across London and Manchester, recreating a scene from the film by placing Jade in a Perspex box on the Southbank (in a nod to her hit single Plastic Box), wrapping a phone booth next to Tower Bridge in PinkPantheress’ signature tartan print, and installing an Oasis-inspired mural in Manchester as a tribute to their hugely successful reunion tour.
Users will also be able to invite their friends to collaborate and earn rewards through Wrapped Party, a new feature to the platform designed to turn your listening stats into live experiences. Spotify has kicked things off with Wrapped Parties hosted by two groups of creators: Rita B, Erica, Kimberley, Shelen & Av; and Specs, Tyrique & PK Humble.
For the design of this year’s Wrapped, Spotify has taken inspiration from DIY audio culture of the 1980s and 90s, paying homage to “the era of hand-made mixtapes, where doodles and inscriptions told personal stories. Those tactile cues influence our art direction, inspired by club flyers and underground subcultures that thrived on creativity.”
Credits:
Creative & Production: curly media
Director: KC Locke
DoP: James Killean
Writers/Developers: Jade Greene, Elaine Seow, Laura Gallop, Emma Walker, Yassmine Benalla, Mah Hawa Kamara
Production Designer: Jenny O’Sullivan
Editors: Eden Read, Jamil Shaukat
Sound Design: Greg Caron
VFX: Null Studios
Design: Spotify Global Brand & Creative Team, Good Soup Collective
