Spotify takes its iconic Wrapped campaign to new heights by launching a unique Fortnite experience. This innovative collaboration transforms Spotify’s 12 character archetypes, based on user listening habits, into interactive mini-games within the Fortnite universe. This venture represents a significant step in making brands playable and interactive in the digital realm. The project, a brainchild of Karta co-founder Tony Barnes, holds sentimental value, given his early advocacy for Spotify during his tenure at EMI and Universal Music Group. The initiative also included a special event for influencers and creators, celebrating the trend-setting nature of Spotify Wrapped. This collaboration showcases Spotify’s creative approach to user engagement but also marks a significant crossover between music streaming and gaming in the metaverse.