It turns out Australia’s CMOs aren’t just optimising funnels and refreshing dashboards. They’re also streaming some truly fascinating tunes.
For Spotify Wrapped 2025, a crew of marketing heavyweights let Mediaweek peek behind the algorithmic curtain, and the results are as revealing as any pitch deck.
Shaun Briggs
Shaun Briggs, Director Of Marketing Planning AUNZ, Specsavers
Playlist
‘Smoke’ – The Howl & The Hum
‘Dirt’ – The Howl & The Hum
‘No Calories in Cocaine’ – The Howl & The Hum
‘Godmanchester Chinese Bridge’ – The Howl & The Hum
‘I Wish I Was A Shark’ – The Howl & The Hum
“I am a pretty light listener and more or less only when I’m in the car and our newer car at that! So I think my main reflection is that I drive short distances and don’t get very deep into playlists at all. If you’d asked me I would have said 90’s rock with a listening age of 40 but instead I get Indie Rock and a listening age of 25. Makes me wonder if I am young at heart or trying too hard which being a marketer means both are plausible answers even if one is a lot more likely!”
Nicole Parker
Nicole Parker, Marketing & Sales Director, Weber
Playlist
‘Birds of a Feather’ – Billie Eilish
‘Dive’ -Olivia Dean
‘Deeply Still In Love’ – Role Model
‘Mona Lisa’ – FINNEAS
‘Wonderwall’ – Oasis
“My top five most-played songs this year reveal two things: I’m definitely a ‘90s girl at heart.
I now live with a teenager who controls the household vibe more than I care to admit.
With Billie Eilish, FINNEAS, Role Model and Olivia Dean on repeat – plus Wonderwall sneaking in to remind me of my youth – it’s a playlist that perfectly captures the chaos of cross-generational music taste. After a year of incredible concerts in Sydney, I’ve decided this mix says I’m equal parts nostalgic, easily influenced, and still pretending I’m cool.”
Larissa Best
Larissa Best – General Manager, Marketing – Live Entertainment, TEG
Playlist
‘What It Sounds Like’ – HUNTR/X, EJAE, AUDREY NUMA, REI AMI, Kpop Demon Hunters Cast
‘Soda Pop’ – Saja Boys, Andrew Choi, Neckwav, Danny Chung, KEVIN WOO, samUIL Lee, Kpop Demon Hunters Cast
‘Golden’- HUNTR/X, EJAE, ANDREW NUMA, REI AMI, Kpop Demon Hunters Cast
‘Free’ – Rumi, Jinu, EJAE, Andrew Choi, Kpop Demon Hunters Cast
‘How It’s Done’ – HUNTR/X, EJAE, AUDREY NUMA, REI AMI, Kpop Demon Hunters Cast
“Clearly my 9-year old daughter had a big influence on my Top 5 songs this year. KPop Demon Hunters has been on repeat in our house, in our car and on our TV screen! I must say, after about the 20th listen, it stuck with me too, and I even started playing it when I needed a pep, and my daughter wasn’t around. This year has been a challenging year for many reasons, and HUNTR/X has definitely brought some joy to our house and our neighbours!”
Lucy Jack
Lucy Jack, Head of Media, Member Marketing & Analytics, HCF
Playlist
‘Master of Puppets’ – Metallica
‘Enter Sandman’ – Metallica
‘Die with a Smile’ – Bruno Mars & Lady Gaga
‘Idea’ – Barrage (white noise)
‘Lose Control’ – Teddy Swims
“My 2025 Spotify Wrapped is all about contrasts: Metallica still rules my morning commute, fueling that adrenaline rush before work, while pop hits bring a mellow vibe on the way home. The best part? This playlist isn’t just mine anymore – it’s evolving with my 5‑year‑old as we move from Wiggles and Frozen to powerhouse vocals and timeless classics (with a modern twist!). Music has officially become our shared soundtrack.”
Laura Halbert
Laura Halpert, CMO, Allianz
Playlist
‘Alive’ – Pearl Jam
‘Stand By Me’ – Florence and the Machine
I’m With You’ – Avril Lavigne (Of course!)
‘Higher’ – Creed
‘Bring Me To Life’ – Evanescence
“Loads of nostalgia on this list and proof that while I might have left the 90s behind, the emo heart beats on”
Ruth Haffenden
Ruth Haffenden, CMO, Flying Tiger Australia
Playlist
‘Paper Rings’ – Taylor Swift
‘Good as Hell’ – Lizzo
‘0:03’ – Study Boy
‘2 Be Loved’ – Lizzo
‘Good Thing’ – Zedd, Kehlani
“My Wrapped is basically a group project, thanks to two tiny Swifties who treat my phone like it’s their own. That said, Paper Rings is a certified banger, so I’m not mad about it. Lizzo remains my forever hype girl (shoutout to Good as Hell for the daily lyrical pep talks), and Study Boy? That’s the lullaby I’ve played 347 times this year, trying to convince two children that sleep is not, in fact, optional. Once again, Spotify Wrapped read me like a diary I didn’t know I was writing: equal parts grit, girl power, and ‘for the love of GOD, please go to sleep.”
Alexandra O’Neil
Alexandra O’Neil, Brand Marketing Manager, Women’s Asian Cup 2026
Playlist
‘Daisies’ – Justin Bieber
‘Walking Away’ – Justin Bieber
‘Man I Need’ – Olivia Dean
‘Adore U’ – Sidney
‘Yukon’ – Justin Bieber
“Justin Bieber has been my top artist for a decade now. I’ve never strayed – once a Belieber, always a Belieber. As I’ve grown up, his music has grown with me, somehow always matching the moment I’m in. On the opposite end of the spectrum, Olivia Dean has become my favourite new discovery. Her vibe is effortless, and every song lands.
“The biggest surprise on my list this year, though, is “Adore U.” Originally by Fred again.., it’s the slowed-down Sidney version that’s captured me. It’s the song I’ll be walking down the aisle to in April, so it’s fair to say I’ve played it a lot. Maybe too much, but honestly, I’m just excited.”
Kirsten Hasler
Kirsten Hasler, Head of Marketing, IKEA Australia and NZ
Playlist
‘That’s So True’ – Gracie Abrams
‘Chemical Heart’ – Bliss s Eso, Grinspoon
‘The Fate of Ophelia’ – Taylor Swift
‘Be OK’ – Bliss n Eso
‘Elizabeth Taylor’ – Taylor Swift
“My daughter and I are big-time Swifties and have been listening to her latest album on repeat, following Gracie Abrams being the song of the summer earlier in the year. On the other side of the spectrum is another favourite, Aussie Hip Hop artists Bliss n Eso, who released an amazing double album this year featuring some incredible Australian artists. We saw them live and they were so good!”
Holly Dover
Holly Dover, Marketing Manager, Uber Eats
Playlist
‘It Feels so Good’ – Matt Sassari, HUGEL, Sonique
‘Beside of Me’ – nimino, Maverick Sabre
‘Sports Car’ – Tate McRae
‘No Broke Boys’ – Disco Lines, Tinashe
‘Lyla’ – Oasis
“Music for me is a way to build energy and hype myself up throughout the day – so not surprising to see songs made for the dancefloor featuring in my top 5. And with the cultural phenomenon that was Oasis coming to Australia this year, the boys from Manchester had to have a feature (albeit a track that, disappointingly for me, didn’t make their tour setlist!!)”
Rosie Rothery
Rosie Rothery, Head of Marketing, AUNZ at Spotify
Playlist
‘Lithium’ – Odd Mob
‘Devotion’ – Lance Savali
‘Sally, When The Wine Runs Out’ – ROLE MODEL
‘Strobe’ – Armlock
‘Small Change’ – DON WEST
“We just flew a chopper over Sydney in honour of Australian dance music… but honestly, local dance is unmatched right now. Just ask my Wrapped. Brisbane producer Odd Mob took out both my top track and top artist, with Kiwi hit-maker Lance Savali’s breakout Devotion close behind. Very on-brand if you consider my listening club: Full Charge Crew (zero chill, confirmed).
“But when chill is the mood, Melbourne duo Armlock deliver. Strobe landed at No.4 for me – as our music editor Joe says, it’s melancholic indie rock that sounds straight off The O.C. soundtrack.
“No.3 was Role Model – courtesy of my little boys who probably shouldn’t be singing about wine yet, and No.5 goes to the deep, dreamy vocals of Manly’s own Don West.”
Tony Broderick
Tony Broderick, Marketing Leader, Netflix
Playlist
‘JUMP’ – BLACKPINK
‘Abracadabra’ – Lady Gaga
‘WHERE IS MY HUSBAND!’ – RAYE
‘Physical (feat. Troye Sivan)’ – Dua Lipa
‘APT.’ – ROSÉ, Bruno Mars
“Looking at my Wrapped, I would describe my music taste as ‘what your teenage daughter loved nine months ago.’ It’s technically cool, just running slightly behind the curve. Lady Gaga was my #1 artist this year; her entire catalogue got heavy replay in the lead-up to our Wednesday Island activation, and I’m excited to see her live in Sydney soon. K-Pop Demon Hunters was my #1 album—a fact I wish I could blame on my daughter. However, the truth is I created a Spotify Kids account for her ages ago, so that one is all on me.”
Marissa Pace
Marissa Pace, Chief Marketing & Philanthropy Officer, Guide Dogs NSW/ACT
Playlist
‘Malibu’ – Mumford & Sons
‘I Will Wait’ – Mumford & Sons
‘The Cave’ – Mumford & Sons
‘Wider Mind’ – Mumford & Sons
‘Weird Fishes//Arpeggi’ – Radiohead
“My top songs this year reveal that I have the musical age of a 74-year-old (!) and that I apparently process most of my emotions through banjo music… But seriously, Mumford & Sons dominate the list because they played in Sydney earlier this year, and I also went to their concert in my home city of Montreal. Their music really lifts me creatively, and I love long walks on the beach listening to their latest few albums and looking forward to their next concert in February. Radiohead must be a throwback to my university days… Weird Fishes is a classic for me and a staple in my favourites.
“My top artists make it official that I DO have the listening age of a 74-year-old. Mumford & Sons sit comfortably at number 1 for my apparent love of a banjo, Radiohead adds a splash of introspection, Taylor Swift brings the trends from TikTok (though it does make my stepdaughter cringe), and Elvis proves how much time I spend with my mother-in-law! I think Fleetwood Mac rounds it out nicely with that blend of drama and creative nostalgia… right where I want to be!”
Jim Hennessy
Jimmy Hennessy, Head of Marketing, Untitled Group
Playlist
Little Boy – Brian Eno
Lifetime – Erika De Casier
Be Kind – Annahstasia
Look Out For Me – Turnstile
Eternal Life – Jonny Nash
“Brian Eno and Jonny are my daily ritual: in my ears/head/soul every morning as I settle into the day, Brian’s catalogue is a universe I’ve loved exploring over the past twelve months. Erika de Casier delivers thirty minutes of pure emotions. Independently released (we love!!), shifting into a more trip-hop, downtempo world.
“The closing track Lifetime ties the whole record together with the line, ‘Spent a lifetime looking for you. You have to hear it start to finish to feel the magic properly. Annahstasia has been my standout discovery of the year; I introduced her music to my mum, and we ended up watching her live performances on YouTube together, a moment I now treasure because of her art (bring the tissues for tears).
“And then there’s Turnstile, an overdue dive for me, but one that hit with the same intensity Violent Soho did back in the day. Their record became essential listening, and booking them for the 10th anniversary of Beyond The Valley felt completely natural – seeya in the pit.
“Notably, P!nk and The Veronicas didn’t make the list, there must have been a glitch lol though I’ll make sure there’s still room for the girls next year, we live and learn x.”
Mark Richardson
Mark Richardson, CMO, Petbarn
Playlist
‘Complex’ – Jonas Rathsman, Josef Salvat
‘Into The Night’ – Tonic Water
‘Garden’ – TEED, Calibre
‘Gem Lingo (ovr now) – Overmono, Ruthven
‘The Fade Out Line’ – Phoebe Killdeer, The Short Straws
“My top tracks are all nostalgia, memory and mood – electronic echoes from past years plus one fading indie moment. Maybe it’s me getting older, or maybe it’s just the world we’re in. Probably both.”