Spotify is one of the most popular music streaming platforms, in a constant battle with Apple Music. The two platforms are very even, and they are both constantly trying to get the upper hand on each other. Spotify sets themselves apart with their direct marketing campaign that they call Spotify Wrapped. They started this campaign in 2016, but they really started to make it a big deal in the last few years. Spotify Wrapped is a slideshow of sorts that pops up upon opening the app towards the end of the year. It shows a bunch of fun colors and music while showcasing each listener's top 5 artists, most played song, top albums, genres, etc. Many people will screenshot their Wrapped and post it on their social media, creating trends, and making their peers want to start using Spotify so that they can have a Wrapped of their own. The biggest thing is that it is one hundred percent customized to each and every listener personally, which is a huge reason that everyone loves it.