WRAPPED BUT NOT AS YOU KNOW IT
Every year Wrapped brings people together over shared musical interests & guilty pleasures. This year the team behind Wrapped have emphasised the concept is about connecting with each other and being 'real'.
Real is our specialty - creating connections through shared experiences.
So what if Spotify Wrapped landed in the real world? What if it was your local boozer? Whilst this might be a concept, there's plenty here to learn from. Let us guide you through a new take on the Wrapped experience, down the pub...
WRAPPED,
LITERALLY
For all to see
Projection allows us to bring Wrapped 23’s brightly coloured aesthetic to the face of your local – showcasing the sounds of the town and what’s currently playing inside, live on the wall.
It’s a vibrant invitation to join a one-of-a-kind experience that stands out from the street and let’s everyone know what’s going on, and more importantly, what's playing.
Step inside, and listen up
OK, so this is still a pub. It still serves up incredible drinks, has places to sit, talk and shoot the breeze. But of course, there's more to it. In Spotify’s pub takeover - music plays into every aspect of the experience. Firstly, by stepping into the space you're invited to add your music preferences to create a new, shared experience.
NFC tags embedded in the bar and table tops prompt you to add your Spotify data, and your music preferences get added to the collective. That means that your taste in tracks adds to the algorithm and DJ X (Spotify's AI) curates a playlist unique to the pub, and everyone in it. Of course you’ll be able to add this playlist to your favourites so you can relive this moment over and over.
YOU IN A GLASS
Choosing a drink just got more interesting, and there are a couple of ways you can do it, depending on your preferred beverage.
How do you order?
Taste it? Stick with what you know? By looks? What about by sound? We’ve paired up every beer with a track – so grab the pair of headphones and pick your pint based on the tastiest sound.
What about cocktails?
We've got 12 on the roster for you - and each is paired directly with your Wrapped experience. This year Spotify looked at our listening habits and labelled us with our own "persona". Show us yours and we’ll serve you up the corresponding cocktail, tailored to your tastes.
Keep scrolling to find your cocktail
A peek behind the curtain...
We took the persona descriptions from Spotify, fed them into Chat GPT and asked for a bespoke cocktail recipe matched to each theme. What we got back were essentially classic cocktails.
From there, we used the image generating capabilities of Midjourney to combine Spotify's persona graphics with the recipes to generate new, images that fit the vibe of the Wrapped persona.
Should you use AI to inform your next menu? Absolutely not.
Can AI generate a new and unique cocktail for you from next to nothing? Not really. Thankfully this is just a bit of fun, but we'd still strongly recommend you use the skillsets of an F&B consultancy (like ourselves) to develop up a successful menu that is based on experience and strategy, rather than text prompts and fun graphics.
NOSTALGIA PODS
What sort of innovative tech experience would this be if there wasn't a pod of some kind? Cliches aside - we recognise that plenty of people visit their local not just to socialise, but also for their own peace of mind. Every pub comes with a history, and this is no different. So these private listening pods allow you to take a break from the running playlist of the pub and experience a trip back in time.
Music triggers a direct link back to memory and can be an incredibly powerful stimulus for nostalgia - something we all crave, and both Millennials & Gen Z are actively seeking out. Use the goggles to watch your favourite classic music videos, or just zone out and let your '23 Wrapped playlist take on the form of early 2000's Windows Media Player music visuals - past & present combined.
YOUR OWN
GUILT GROUP
From solo to social - getting together is at the heart of pub culture, and Wrapped wants to tap into that. Sharing your music tastes with each other has always been a preferred pub past-time, so we’re taking it to the next level with these bespoke bookable booths.
Step in and tailor the booth to your specific group tastes by combining your Wrapped stats. Finally set yourself free by fessing up about those guilty pleasures - maybe you shouldn't feel so guilty about them after all? Throw your year in music onto the fully wrapped digital screens for all to see - and hear.
SOUND OF THE TOWN
INTO THE VAULT
This year Spotify has literally put us on the map – pairing every listener up with a specific “sound town” that matches our musical tastes. This also means Spotify have the data to map the world with sound - every location has a tailored sound that's ever evolving, and they can tap into it. That means your town has a sound - and your local pub can bring that to life.
Based on that insight, we took the most popular songs associated with your town and collated the best albums & singles as vinyls & cassettes. As you descend into the basement, take a step back in time to when people interacted with music physically. See the town's sound laid out in front of you and dive into this tactile, real-world experience. Feel the music in more ways than one.
THAT'S A WRAP WHAT NOW?
We know there's a lot of pressure for venues to provide an appropriate soundtrack to match your audience and the experience you want to them to have. Music is an incredibly important part of the overall environment. It sets the tone, and helps progress across day-part and occasion.
A recent study by Broadcast Music, Inc. confirms that music positively impacts the way consumers interact with local eating and drinking establishments. According to the findings, customers eat, drink and spend more when listening to music they enjoy, resulting in higher revenues for many business owners. Across the board, younger generations show that music is a massive part of the experience, with 84% of Gen Z and Millennials noting they are more likely to stay at a bar or restaurant with good music - those aren't numbers to be ignored.
So imagine if your guests picked the soundtrack themselves, simply by arriving? Perfectly tailored to their tastes, allowing you to choose genres or tempo to better suit the atmosphere you want to build. Spotify has the power to implement that, and we'd love to see them take that step forward.
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