Spotify Artist of the Year 2023: Taylor Swift

Taylor Swift hit 26B+ streams in 2023, making her Spotify's Global Top Artist of the year. Knowing Swift communicates with her fans through cryptic clues and easter eggs, we decided to announce it in the same way: We turned our OOH into a puzzle, filled with Taylor Swift easter eggs for her fans to put together.

Recognition: 2 One Show Merits

21 puzzle pieces, 10 countries, 48 hours

Solving the Puzzle

Swifties all over the world started to pick up on these easter eggs and took to social to solve this puzzle in a massive international collaborative effort.

Announcement

Once the Swifties of the world solved the puzzle on social, all placements were flipped to announce Taylor Swift as Spotify’s Artist of the Year 2023, and we released the full length announcement video which the puzzle pieces came from.

"A FILM THAT NODS TO TOUCHSTONES IN THE SWIFT-VERSE"

— Variety

Finally, we brought the puzzle to life as a film containing hundreds of easter eggs and iconography about Taylor’s iconic year. The piece is directed by Floria Sigismondi.