• by Danielle Oster , Yesterday

After some criticism from fans over a “2024 Wrapped” campaign that used generative AI in the creation of the annual feature reviewing users’ listening habits, Spotify launched what it called a “bigger and bolder” version for 2025, including new features.

“Spotify 2025 Wrapped” appears to be going over better with audiences than last year’s release, but the digital music service is facing a backlash of a different kind: A group of three national organizations is timing a “Spotify Unwrapped” protest campaign to coincide with Spotify’s annual celebration, calling on people to boycott the platform over its decision to continue running recruitment ads for ICE.

Wrapped’s new features include sharing users’ “listening age,” a “top artist sprint” showing how their top artist changed over the course of the year, and sorting users into one of six “clubs” based on their listening habits. There’s also a “Wrapped Party” feature, which Spotify Senior Vice President of Global Marketing & Partnerships Marc Hazan defined in a statement as “your chance to dive into Wrapped with friends and family and relive the moments that defined your year.”

The promotional marketing campaign for “Spotify 2025 Wrapped” also includes some new elements.  In a press release, Spotify said “fans will see around 50 installations and pop-ups that bring Wrapped’s digital storytelling into the real world, complete with artist integrations, interactive photo moments, and even some live performances for top listeners.”

OOH elements include eye-catching activations like an “800-foot cascade of vibrant red hair” at the Union Square subway stop in New York City as an homage to Chappel Roan’s hit single, “The Subway,”  and an 10-feet-plus-tall sculpture of a red hand making the “Paws Up” gesture symbolic of Lady Gaga’s “Little Monsters” fanbase at historic Copacabana in Brazil.

The revamp has led to better user engagement compared to last year’s launch, leading Rolling Stone to declare it a “comeback” for “Wrapped.”

Meanwhile, three national progressive organizations -- Working Families Party, 50501 Movement, and Indivisible -- teamed up for the "Spotify Unwrapped” boycott campaign. Beyond running recruitment ads for ICE that use dehumanizing, xenophobic language to refer to undocumented immigrants, Spotify was dinged for CEO Daniel Ek’s large investment in AI military defense company Helsing, and inadequate compensation to artists on the platform.

“Spotify Unwrapped” revolves around a series of digital assets visitors to its site can download and share on social media, stylized to resemble Spotify’s “Wrapped” content while explaining why people should boycott the platform. The site also includes a link for visitors to cancel their Spotify subscription.