Wrapped Party

Wrapped has always been inherently social. Fans compare stats, share screenshots and debate over top artists in group chats. This year, my team had the idea to take that social energy and build it directly into Wrapped.

In collaboration with our friends at Active Theory, we made comparison and connection a native part of the Wrapped experience. Wrapped Party became Wrapped's first live interactive experience, letting fans invite up to nine friends to compare their listening stats in real time.

Friends went head to head over who had the most minutes listened, who discovered the nichest artist, and who found the most new artists. They each were crowned titles like most obsessed, the early bird, and the life of the party.

Replayability was baked in from the start. Each Wrapped Party pulls from a pool of unique awards that celebrate the group's one-of-a-kind listening habits, with the mix shifting based on who's in the party— so no two sessions are ever the same.