Behind the Scenes of Spotify Wrapped
For the past two years, iOS engineer Zela Taino has worked on Spotify Wrapped, most recently serving as Tech Lead for the project. In that role, she was responsible for laying out the roadmap for the mobile and backend engineers, while also coordinating with brand, design, creative, and localization teams to keep everything running smoothly from an engineering perspective. Managing a team of 15+ engineers was a major undertaking, and Taino admits it was stressful at times—but the energy made it a rewarding experience.
Engineering at the Table
One of the toughest parts of the job, Taino says, was being an engineer surrounded by people from other disciplines. She had to manage stakeholder expectations, communicate her technical perspective, and be confident about stating what was and wasn't feasible.
A concrete example came from Wrapped's signature curved elements, which the team called "ribbons." The initial plan was to animate text inside these curves, but the result was distorted. Taino had to step in and explain that the approach wasn't technically viable, then help the team devise an alternative solution that still delivered on the creative vision.
The Payoff: Culture, Numbers, and Parents
Taino found real inspiration in watching the people around her engage with the product. Seeing friends—and even her parents—enjoy something she had a hand in building was a highlight. The team maintained a dashboard tracking Twitter trends, and watching Wrapped shape internet culture in real time was exciting. The engagement numbers were just as thrilling: the experience far exceeded its goal, and the scale of participation left a lasting impression.
Startup Energy Inside a Big Company
Part of what made Wrapped fun was the room for exploration. This year's audio auras were a brand-new feature, and Taino spent several days experimenting with code to figure out how they could be implemented. That hands-on discovery, combined with a fast-paced, dynamic atmosphere, gave the project a startup feel that's uncommon inside a large organization.
She also appreciated the chance to work with colleagues embedded across the country. Connecting virtually with Spotifiers around the world, and getting to know those teammates better, was a genuine highlight of the experience.
Credit Where It's Due
When asked for shout-outs, Taino says it's hard to narrow down because everyone on the Wrapped team was a standout. She gives special recognition to her engineering manager, Udaya Uma Pillalamarri, for providing brilliant support and the encouragement to take on every challenge that came her way.
