Spotify Wrapped, Gone Feral
The Brief
What we walked into.
Wrapped is iconic — but it had become a screenshot ritual. Spotify wanted it to feel like an event creators couldn't sit out.
The Work
What we built.
We embedded 11 OthrWrld creators inside the Wrapped rollout with bespoke 'unhinged stat' formats, a remixable sound from DJ Koredé, and a 24-hour live reaction relay across timezones.
How it came together
The process.
Signal read
Mapped where Wrapped fatigue was setting in and which creator formats could turn a screenshot ritual into a participatory sport.
Format build
Co-created bespoke 'unhinged stat' templates per creator and produced a remixable sound bed with DJ Koredé.
72-hour takeover
Ran a 24-hour live reaction relay across timezones, embedding 11 creators inside the rollout window.
Amplify & measure
Whitelisted the breakout cuts, tracked remix velocity, and labeled every metric from delivery to declared lift.
The Numbers
Where the receipts live.
OthrWrld is the only agency that's ever made our brand feel native to the internet instead of a tourist on it. They moved faster than our internal team thought was legal.
Credits
- Client
- Spotify
- Creators
- DJ Koredé Saint Mowgli
- Shipped
- Dec 2025
