Spotify is gearing up for its 2025 Wrapped campaign and is calling on artists to get involved early. The platform is inviting artists and their teams to upload short video clips, up to 30 seconds long for their top fans, with a deadline of November 14.
Last year, Spotify says 245 million people viewed Wrapped, making up more than 36% of its total user base at the time. Over 18,000 artists shared a Wrapped video message in 2024, which accounted for only about 8% of Spotify’s 225,000-plus artists. The company is now encouraging more participation by reminding artists to update concert listings, profile pages, merch shops, and release countdowns before Wrapped launches.
Spotify also shared new insights from last year’s campaign, including 435 million Wrapped shares and engagement across 183 countries.
In addition to artist outreach, Spotify has introduced new improvements for users on its free ad-supported tier, allowing for more control over playlists and listening habits. Previously, free users were limited to shuffle play, but now they can curate their own playlists and better navigate recommendations such as Discover Weekly.
Spotify says these changes will help users shape a more accurate Wrapped experience by influencing what appears on their year-end recap.
“Spotify Wrapped obviously shows you your most listened-to songs,” the company explained in a livestream. “When you have more control over what you’re playing, we believe Spotify Wrapped will become even more valuable.”
Some newer features, like the AI DJ, remain exclusive to Premium subscribers for now as Spotify continues testing before expanding access.
