Spotify’s Global Top Artist 2023
Since Taylor Swift communicates with fans through cryptic clues and Easter eggs, Spotify hid its Top Artist announcement in a puzzle. Each media placement was a different piece for the Internet to put together.
![Jakarta, Indonesia](https://freight.cargo.site/t/original/i/1a6043afd50ff39a9a91857e159778cf3a49d53ed50af6f28c72b09d6f70e2af/IN---Puzzle.jpg)
![New York City, NY](https://freight.cargo.site/t/original/i/93845cc6ea4c043a99f135ab9231366460360e2191e01d080d98eca7f7165446/PENN---Puzzle.jpg)
With 21 pieces scattered around the world, Swifties immediately realized that this was a Taylor-coded puzzle with a hidden message. Together they deciphered the clues on social media with hundreds of thousands of live viewers.
![New York City, NY](https://freight.cargo.site/t/original/i/66ab766b0f9622340ab8daf69cb5f4b7c9221500e8158dc933f80a743a4c5b98/TSQ---Puzzle.jpg)
![Los Angeles, CA](https://freight.cargo.site/t/original/i/00e89f8de06f1b364e50c20eed94f9b56c53bafaf4b384dd5ecf7e2fb34591b7/DSC02771.jpg)
![London, UK](https://freight.cargo.site/t/original/i/f36e44181492577f5b3ab556ea5281bd2cb6599f5f09ee31adbdc10339c32e9c/Spotify-Wrapped_SCR_Leicester-Square_28-November_004.jpg)
![Toronto, Canada](https://freight.cargo.site/t/original/i/a2446271d5a6df4857efc4b3ef40ee7fb408725a22970180ee83cb62d76869c9/TOR_Top-Artist-Puzzle-Piece---2.jpg)
![Mexico City, Mexico](https://freight.cargo.site/t/original/i/165d386a352df159b915b28eea1dfb0fdbdf912361853967bf47ba39f0a1213d/CDMX_LED8M-ANGELA_CHASE_27NOV.png)
What started as an OOH campaign became a social game for Swifties across sixteen time zones. Once they solved the puzzle, each billboard flipped from a clue to the final reveal.
![](https://freight.cargo.site/t/original/i/1f0b9a6f86be7724a4b84a8ea2e85c3455eafcf94a2270d9631b922ac7ea9f31/PENN---Reveal.jpg)
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Designed at Spotify
Designed at Spotify
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Design: Erin Safreno, Steven Conaway
Creative Direction: Lauren Ferreira, Jackie Moran, Derek Wright, Ron Lam
Brand: Simone Jackson
Production: Genesis Flores
Design: Erin Safreno, Steven Conaway
Creative Direction: Lauren Ferreira, Jackie Moran, Derek Wright, Ron Lam
Brand: Simone Jackson
Production: Genesis Flores