Every December, social media platforms are awash with festive snapshots, but nestled among the holiday cheer are posts showcasing personal music habits. These posts, highlighting top songs, artists, and genres, are courtesy of Spotify Wrapped — an annual tradition since 2016.
Spotify Wrapped pulls together a year’s worth of listening data, offering users a nostalgic look at their musical journey. According to Dr. Gillian Brooks, a senior lecturer in strategic marketing at King’s College London, Wrapped resonates because music is deeply personal. “It’s a reflection of people’s lives over the past year, and sharing it becomes a cultural moment,” she explains.
Wrapped’s success has inspired imitators across industries. From Duolingo to Monzo, brands have launched their own “year in review” summaries, capitalizing on the trend. Even rival music platforms like Apple Music and Amazon Music have jumped on the bandwagon.
Data as a Humblebrag
Why do people share these summaries? Professor Jonathan Wilson of Regent’s University London believes it’s about “bragging without the selfie.” Sharing achievements like fitness milestones or language-learning streaks avoids the perceived narcissism of selfies. “It’s evidence-based self-expression,” he adds, “a way to align with aspirational values and communities.”
Fitness app Strava reports total miles run or cycled, Goodreads highlights books read and genres explored, and even Reddit measures scrolling distance in bananas. Monzo creatively turns spending data into sharable quirks, like being a top spender at Greggs.
Professor Caroline Wiertz of City, University of London, notes that such data-sharing feels less invasive than selfies while still conveying identity. “People are comfortable revealing hobbies and achievements, as it aligns with how they want to be perceived.”
A New Calendar Event
Spotify Wrapped has become a staple of the festive season, akin to the release of a John Lewis Christmas ad. Professor Wiertz calls it “a cultural marker” that other brands inevitably mimic.
Supermarkets like Tesco and Sainsbury’s share grocery-buying habits, while Uber and Trainline recap frequent journeys. Sainsbury’s even reveals local product champions, with shoppers proudly posting about leading in purchases of pickled gherkins or paprika.
The Data Dilemma
While year-in-review features highlight creativity, they also underscore the vast amounts of data companies collect. Dr. Brooks notes that users often accept privacy terms without much thought. “Targeted ads are a small price for features people enjoy,” she observes.
Paradoxically, sharing Wrapped-style data reveals more personal information than selfies ever could. “When you post your favorite songs or fitness milestones, you’re sharing a story about your life,” Professor Wilson says. “Yet, people seem more at ease with that than sharing their image.”
Spotify Wrapped and its imitators highlight the intersection of personal identity, technology, and marketing. As brands find innovative ways to make data fun and shareable, they’re redefining how we engage with our digital lives.
