Spotify Wrapped
Image source: Canva
The story behind the Spotify Wrapped format
You've probably shared your Spotify Wrapped before, right? These colorful story slides featuring your top songs, artists, and listening stats are simply part of the end-of-year tradition nowadays. But have you ever wondered how this format actually came about?
The Gen Z designer who made it possible.
In 2019, Jewel Ham, a 21-year-old design intern at Spotify, worked on a project that would take the platform to a new level: she wanted to turn Wrapped into a social media phenomenon. Previously, there was only a simple link with a playlist; she envisioned an interactive story experience that works exactly as we know it today. Swipeable, shareable, and perfect for Instagram Stories. Ham later shared on Twitter that she developed the story concept during her three-month internship and that Spotify adopted the format afterwards.
Viral, but without recognition?
The idea went through the roof: Wrapped is shared by millions every year, discussed meme-style, and even celebrated as a "horoscope for your music taste." But even though Ham's concept became a cornerstone of this viral moment, she received no official recognition or credit for it. This is an example of how creative work by young talent in internships is often not given the recognition it deserves.
The story behind Spotify Wrapped shows how a smart, Gen Z-mined story format was born from an idea and how important it is to make creative achievement visible.
You've probably shared your Spotify Wrapped before, right? These colorful story slides featuring your top songs, artists, and listening stats are simply part of the end-of-year tradition nowadays. But have you ever wondered how this format actually came about?
The Gen Z designer who made it possible.
In 2019, Jewel Ham, a 21-year-old design intern at Spotify, worked on a project that would take the platform to a new level: she wanted to turn Wrapped into a social media phenomenon. Previously, there was only a simple link with a playlist; she envisioned an interactive story experience that works exactly as we know it today. Swipeable, shareable, and perfect for Instagram Stories. Ham later shared on Twitter that she developed the story concept during her three-month internship and that Spotify adopted the format afterwards.
Viral, but without recognition?
The idea went through the roof: Wrapped is shared by millions every year, discussed meme-style, and even celebrated as a "horoscope for your music taste." But even though Ham's concept became a cornerstone of this viral moment, she received no official recognition or credit for it. This is an example of how creative work by young talent in internships is often not given the recognition it deserves.
The story behind Spotify Wrapped shows how a smart, Gen Z-mined story format was born from an idea and how important it is to make creative achievement visible.
