Spotify Launches Its 2022 Wrapped Campaign In Saudi Arabia

2022 was the year of The Weeknd, with the Canadian superstar becoming Saudi Arabia’s artist of the year. As a close second is genre-bending artist Taylor Swift, followed by the beloved K-Pop group BTS. At number four and five on the list stood Canadian powerhouse Drake and legendary rapper Eminem, whose music soundtracked the teenage years of millennials.

Local artists also made waves, with Abdullah Al-Farwan being the most-streamed Saudi artist in the country, followed by Abdul Majeed Abdullah and Sheilat artist Badr ElEzzi in the second and third spots, respectively.

The top artist list saw more Sheilat names this year, with Ghareeb Al-Mukhles, Fahd bin Fasla, Abdullah Al-Mukhles, and Mohammed bin Grman making it to the top 10 most-streamed artists list. There is also a strong presence of iconic household names such as Abdul Majeed Abdullah, Mohamed Abdu and Rashed Al Majed.

This year, Spotify enhanced the in app experience through:

Personalized experiences fans know and love, plus a slate of new features like ‘Listening Personality’ and ‘Audio Day,’ the 2022 Wrapped experience is focused on spotlighting the many-layered elements that make each and every listener unique.
Audio Day – An interactive story that gives you a peek into how your music taste evolves throughout the day.
Your Listening Personality – The way we listen to music says a lot about us. Your Listening Personality is a new feature that not only tells you about the music you listen to but what that says about your music taste. They will tell you which of 16 different Spotify-created Listening Personality types you are, based on your 2022 listening trends.
Data: Spotify gave users more listening data around how they enjoyed their top song of 2022 – like how many times they listened to their top song and what day of the year they listened to it most
Wrapped Cards: Spotify fans love to share their Wrapped cards on their social channels, so new this year, Spotify added the ability to share Wrapped cards on WhatsApp.
Social Media: Spotify fans love to share their Wrapped cards, so new this year, Spotify added the ability to share Wrapped cards on WhatsApp and Line. Fans can also unlock a personalized Snapchat lens that reflects their Listening Personality and enjoy special Wrapped-themed apparel for Bitmojis anywhere they are available, as well as custom Wrapped-themed GIFs across all GIPHY partners.
Wrapped Hub: The 2022 Wrapped hub included a variety of personalized, data-driven and editorially curated content. New this year in the hub:
Missed Hits: Spotify also introduced Your Missed Hits, which is a personalized collection of songs you’ll enjoy based on what was trending this year among listeners with similar tastes. Users will be able to view Canvas’s visual loops to let you experience those songs in an even more powerful way.
OOH: Spotify loves to have fun with our OOH for Wrapped every year. As a brand that believes in culture first, Spotify looks back at the year and reflects on those major culture moments and thinks of playful captions that bring music and culture together. For example they used this line to highlight Asala’s song Shoukran: “In 2022, only nice words are allowed.“Shoukran” by Assala was streamed more than 2,291,850 times.” and used the following to highlight Rahma Riad’s song: “In 2022 we learnt how to say moon in Iraqi. “اصعد للكمر” by Rahma Riad was streamed more than 1,211,797 times “ and many more playful captions.
Ground Activation: In celebration of the Spotify Wrapped 2022, guests of Riyadh Boulevard enjoyed amazing Spotify screen takeovers. All 82 screens were taken over by playful OOH highlighting artists, songs, albums and visuals of what made 2022 so wonderful.