How time gets away from you. NEW FESTIVAL ANNOUNCEMENT: FULL FORCE GERMANY! Picture: Spotify wrapped 2018 screenshot How to find your personal top songs of 2018 on Spotify. See your 2018 wrapped up in a neat little list thanks to Spotify. Color was used for personalization, with the colors in each user’s experience being dictated by their own listening data. Because of this, it was relatively straightforward to build layouts where elements relied on the position of each other in order match the design.The difference in our implementation began with moving the text geometry generation off the main thread and into a pool of WebWorker threads. Typography was used for cinematic effect, with animations leading into data stories giving the overall experience a movie title sequence feel.The largest technical challenge was something seemingly simple — text. Music is a pretty universal human interest, so it’s very easy to connect with people over it.Though it was a little bit kitschy, with 2017 Wrapped, Spotify managed to engage people with their personal listening data, encourage them to share their habits (thus bringing more listeners to the app), and facilitate the discovery of even more songs on its platform.Spotify also created Wrapped graphics for the musicians on its platform to share with their fans, revealing just how many listeners they had across how many different countries, and how many total hours those fans had spent streaming their music – along with some fun facts.This encouraged musicians to celebrate their fans (and, implicitly, the Spotify brand for bringing them together) and start a conversation on social media, all under the #2017Wrapped hashtag.With a successful 2017 event behind them, what is Spotify doing to up the ante for 2018?How time gets away from you. Once we extracted colors from the image, we sorted them by vibrancy and used the Once it was narrowed down to three Spotify colors, we compared those against all of the schemes on the second list. 2018 Wrapped. By making it asynchronous, we were able to generate text in parallel without blocking animation on the main UI thread.When we generated the text geometry, we had to assign data to each letter for where it lay within it’s word, line, and entire text block. The render target was then used in the shader of the model and animated to fit the form.The visual language of Wrapped was large text that fit perfectly to screen dimensions. I’d been low-key looking forward to unwrapping my Spotify Wrapped playlist all year, but I didn’t realise that time of year was already upon me until I saw this tweet:Of course, I Liked it (if you haven’t yet worked out how much of a sucker I am for music data, you haven’t been paying attention), and promptly received this tweet in my notifications:As an aside, I think these tweets must be some kind of Twitter witchcraft, as they clearly exist and can be embedded and shared, yet I can’t see a single one appearing in Spotify’s Tweets & Replies feed. Mystery.Anyway, however it works, the notifications “system” is an inspired addition that has successfully built a buzz around Spotify’s 2018 Wrapped (I was pleased to see in the replies to Spotify’s initial tweet that I’m not the only nerd who’s excited to get my data) before it’s even live.Combined with the Wrapped marketing campaign, which is also live at the moment, no-one is in danger of forgetting about Spotify in the run-up to Christmas.While I still wish I had access to my data year-round (though I’ve recently discovered scrobbling with Last.fm, which has gone some way towards filling that hole), I have to admire Spotify’s ingenuity in turning the yearly data reveal into a hotly-anticipated annual event, which for music lovers is like Christmas come early.Coca-Cola has achieved notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns.The healthcare industry has traditionally lagged behind the likes of retail, travel, and financial services in the adoption of digital technologies.Key opinion leaders, or KOLs as they’re called in China, are a primary touch point for brands in China, where the average internet user spends 27.7 hours per week online.Mike Petricevic is the co-founder and creative partner at independent digital creative agency Waste. Jump onto Spotify Wrapped here. Spotify Wrapped - 2018! Spotify listeners can also used Wrapped to see who their personal favorites and top-streamed tracks of 2018 were. Here's how to use Spotify Wrapped to see what your favorites were. We’d like to thank the Spotify team for being fantastic to work with and hope everyone enjoyed learning about their 2018 listening habits.


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