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Spotify Wrapped’s cringe copywriting is actually painful

December 1, 2021

There is a lesson I realized in eighth grade, again once I thought shopping for aggressively colourful, collared shirts from Aéropostale was going to make me cool. That lesson? There are only a few issues much less cool than attempting to being cool.

That is what involves thoughts once I take a look at Spotify’s newest marketing campaign for its annual year-end product, Wrapped. The music service had its huge day on Wednesday, Dec. 1, when it dropped its 2021 Spotify Wrapped, a customized in-app expertise that tells folks their prime songs and artists for the yr.

And, pay attention, like everybody else I took my valuable little screenshots and obligatorily tweeted them out like a very good web soldier, hooked on signaling my style.

However there was one thing oddly off-putting about Wrapped this yr. Spotify’s copywriting tried so laborious to be fashionable and funky that it ended up being extremely corny. This joke from reporter Astead Wesley hardly seems like a joke in any respect.

The principle product of Wrapped is a playlist of your most-played 100 songs of the yr. However to see the info, Spotify makes you faucet by means of an Instagram Story-esque presentation of loud graphics, personality-driven observations, and this yr, interactive video games. And whereas that is all intelligent in concept, the execution of its copywriting seems like a dad or mum’s try at rattling off phrases they did not fairly perceive in 2021. Or the personification of the “how do you do, fellow youngsters” meme.

You have bought all of the hits: most important character, NFTs, and understood the project. Mainly, it is like a dad or mum overheard their little one watching TikToks then made a PowerPoint presentation out of it. Here is a sampling from my Wrapped:

screenshots of spotify wrapped

Why are we mentioning NFTs? Credit score: Screenshots: Spotify app

Listed here are just a few extra screenshots. I do know skincare routines are like a factor now, however Spotify my skincare routine infamously consists of dish cleaning soap. You do not know me like that! Why are we losing time right here? Simply give me my songs.

screenshots of spotify wrapped

No single podcast lives in my head however thanks. Credit score: Screenshots: Spotify app

Of their bigger international advertising and marketing marketing campaign, Spotify even dropped references to Bones or No Bones days. As a result of, in fact, how may Spotify miss hopping on even a single pattern?

spotify referencing bones days in wrapped

Spotify, sufficient. Credit score: Spotify

The bizarre factor is that Wrapped is already cool and in style. It is the single-most talked about factor on the web for an entire 24 hours. Like I mentioned, it is nearly compulsory to tweet your outcomes yearly and rub it within the faces of Apple Music subscribers. There is no want for Spotify to force-feed us fashionable web phrases from 2021 once they have already got an influential product.

As you’ll be able to see, folks on-line are fairly bored with it.

Spotify: Please study the lesson taught to me the laborious means in eighth grade. Let’s cease attempting to be cool and simply… launch the playlists in 2022. Wrapped is a product folks like, and we actually do not need to need to struggle by means of 10 TikTok references to get to the nice soup stuff.