Spotify unveiled its largest global marketing campaign since 2023’s Wrapped, with a similar message about the intensely personal relationship that many users have with the platform. 

Like the nine-year-old Wrapped, the new campaign, “My Spotify,” is personalized and rooted in insights from the platform’s own data. The ads feature real fans and highlight their unique listening habits and connections to Spotify’s content. 

The lines in the campaign are intentionally relatable, playing up how the Spotify listening experience can feel as personal and intimate as a human relationship. For example, one ad reads, “My Spotify knows me better than my therapist,” while another says, “My Spotify is my own planet.”

Along with real listeners, cultural icons including artist and designer Carly Mark, English soccer player Lauren James, actor Ewen Bremner and power publicist Gia Kuan appear in the campaign. 

Spotify also designed the campaign so that each fan will have a different experience. Personalized messages will appear in the application to reveal listeners’ unique listening habits and recommend certain features tailored to them. 

For example, Spotify may serve a reader a card that says, “Me in the morning,” with a user’s most played song in the morning, followed by, “Me in the afternoon,” with their favorite afternoon song. 

The “Made for You” hub on the app will also share personalized playlists, podcasts and recommendations for every user.  

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