New global push serves up ‘Wrapped-esque shareable experiences’

Music from some of the world’s biggest current music stars, including Harry Styles and Lil Nas X, features in a global campaign from Spotify that zeroes in on users’ personal listening habits.

Much as the brand has used data to celebrate people’s personal playlists in its end-of-year “Wrapped” campaigns, the new push, called “Only You,” serves Spotify users with what the company calls “Wrapped-esque shareable experiences.” These include their own personalized playlists, with in-app features that give people hyper-personalized music suggestions such as their “Audio Birth Chart” and “Dream Dinner Party,” plus content narrowed down to time of day and showing how your music listening has changed throughout the year.

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