Spotify Wrapped 2025 rolls out clubs, rankings and listening age
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Spotify is giving Wrapped a social upgrade with new live and app features.
The big picture: The audio streaming platform is doubling down on community — turning personal listening habits into shared experiences.
Driving the news: The Stockholm-based company announced 50 so-called fan destinations, which include installations, pop-ups, activations, and live performances in 30 cities worldwide.
Zoom in: The U.S. pop-ups include a Clipse performance with ballerinas in New York City, a Karol G-themed cabaret in Miami, and an activation on Broadway Street in Nashville, decked out with Megan Moroney's famous bow.
What they're saying: "Wrapped is like this digital water cooler event that takes over the internet for a few days," Gustav Gyllenhammar, senior vice president of markets and subscriptions at Spotify, tells Axios.
- "People want to hold on to something physical and come together as a community to celebrate that together."
On the app, new Wrapped features include:
- "Listening Age," a calculation of a person's musical tastes compared to others' in their age group, based on the release years of the tracks they listen to most.
- A leaderboard that shows fans where they rank among an artist's listeners worldwide, based on total minutes listened.
- "Clubs," where users can see which listening style group they are a part of and the role they play within that community.
- An AI-powered archive that provides snapshots of your most memorable streaming days, delivering up to five unique reports based on your daily listening.
- "Wrapped Party," an interactive feature that turns listening data into a live competition.
How it works: Users can access their personalized 2025 Wrapped Experience in the Spotify mobile app and from the Wrapped feed on the home page.
