That looks like a rim tape failure issue.
Either spokes are protruding past the nipples (if the spokes are too long), or the rim tape has failed, either failed completely or just failed in providing adequate protection. Remove the rim tape and visually inspect the ends of the nipples for protruding spokes - if they are protruding you'll need to grind them down. Some types of rim tape are incompatible with high pressure, narrow road tyres (think < 25c).