Spotify has teamed up with creative agency Happiness Saigon to deliver an innovative twist on a cherished Vietnamese tradition as part of Wrapped 2024.
In Vietnam, salon signboards have long showcased images of celebrities, serving as inspiration for trendy hairstyles. For Wrapped 2024, Spotify reimagines this cultural practice by swapping out dated photos for sleek, modern portraits of popular local artists, creating a vibrant fusion of music and lifestyle.
Historically, a visit to the salon in Vietnam has been more than a grooming routine—it’s been a way for people to align with the latest trends in fashion and style. Drawing on this connection between personal expression and pop culture, Spotify’s global Wrapped campaign returns with the theme: “You Made 2024.” This year’s edition celebrates not only individual listening habits but also the fan communities shaping modern music culture.
In collaboration with Happiness Saigon, Spotify has brought this campaign to life by adorning hair salons in Ho Chi Minh City and Hanoi with high-quality posters of beloved Vietnamese artists Vũ Cát Tường, Wren Evans, and MONO. Music fans can access their Wrapped 2024 on the Spotify app to discover their “Top Artist” of the year and, if their favorite artist is among the featured stars, they can recreate their idol’s iconic hairstyle—completely free.
Taking the campaign to the streets, Spotify partnered with Đông Tây Barbershop to introduce mobile haircutting trucks across Ho Chi Minh City. These trucks offered fans the chance to transform their look in bustling urban areas, blending Wrapped 2024’s energy with the vibrancy of city life.
The campaign’s centerpiece will be its presence at HOZO Festival 2024, Vietnam’s premier international music festival. Festivalgoers can immerse themselves in live music and Wrapped-inspired hairstyling experiences, capturing the perfect blend of connection and creativity that defines Wrapped 2024.
Through initiatives like these, Spotify proves that music transcends playlists and performances—it becomes a part of everyday culture, inspiring personal expression and celebrating the universal joy of creativity.
