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Spotify Wrapped has become a cultural phenomenon. With users being able to view the data and insights collected from their Spotify playlists and share them with the world, the platform now annually creates a viral moment each December.
Over the six years since it began Wrapped, the platform has turned data collection into a marketing campaign, and its 422 million users appear to love it.
To help promote this year’s launch and directly engage with some of its users, Spotify’s team in France chose to take over a café in Paris just to raise the cool stakes a little further and put on a party for fans of its local artists.