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Nobody at Spotify thought Spotify Wrapped would work. Managers wanted to cancel it. Internal marketers didn't want to fund it. Every tech company copies it now, but back in 2013 it was a scrappy side project at Spotify. It was originally called Year in Music. The group that made it had to beg for resources, hack together brand new data pipelines, and pull all nighters to get the personalization to work. Really, it was a struggle. It was hard to get funding. Nobody wanted to work on it. It was a small handful of believers who built it. When Year in Music finally launched, it was just a small handful of stats. Not the long list you get now. Just a few personalized stats. Really a few. But even that was enough to make it explode. Three years later, it was rebranded to Spotify Wrapped. Now everybody copies it. Apple Music Replay, TikTok Recap, YouTube Music Recap all chasing that same magic.

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