“Spotify has done an amazing job of marketing surveillance as fun and getting people to not only participate in their own surveillance, but celebrate it and share it and brag about it to the world.” SpotifyWrapped
It's a social trend that rises each year and cuts through the noise, fueled pride and/or self-deprecating humor, depending who your top artists turned out to be. And it’s all built on user data, which Spotify packages in cool neon colors with cheeky commentary—a move that takes the edge off the creepiness of knowing Spotify is always listening.
“This is a particularly shining example of the fact that Spotify’s business model is based on surveillance,” says Evan Greer, director of the digital rights advocacy group Fight for the Future. “Spotify has done an amazing job of marketing surveillance as fun and getting people to not only participate in their own surveillance, but celebrate it and share it and brag about it to the world.”
For 2022, Wrapped evolved to put each user into one of 16 listening personalities based on the music they streamed and other categories, like how early they are to discover something or the age of the music they gravitate toward. Spotify also integrated Wrapped with WhatsApp and Roblox to spread its reach even further. “Wrapped is one of the most exciting times for Spotify users each year,” Spotify spokesperson Laura Batey said in an email.
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