Article
Culture
Digital
Identity
Music
4 min read

What Spotify Wrapped really tells us about ourselves

We listen, therefore we are.
A screengrab from Spotify reads 'your 2024 wrapped.
Spotify.

Since 2016, Spotify has offered its users an annual feature that gathers up and presents us with the details of our own usage, allowing us to look back over the year through the specific lens of our listening habits. While this may initially sound more than a little dull, it’s actually quite the piece of marketing genius. It’s the story of our 2024, as narrated by Spotify. The state of our souls, as outed by our devotion to Taylor Swift.  

Every year, ‘Spotify Wrapped’ becomes more and more of a social ritual.  

In fact, this year, people were actively waiting on it to happen, checking their app daily, longing for Spotify HQ to announce its 2024 arrival. News outlets were writing pieces on how to best engage with it – there were actual bets being placed on when the feature might drop. How crazy is that? Spotify Wrapped has become as synonymous with this time of year as advent calendars and getting Christmas decorations out of the attic. 

Bravo, Spotify. I hope whoever thought the whole thing up has enjoyed one heck of a promotion.  

Now, I’m very aware that this may be somewhat of a storm in a teacup, the teacup being Gen. Z. But it is a storm, nonetheless. And I think our ever-growing obsession with it has a lot to teach us about.. well… us.  

Because what’s even more interesting is that these deeply personal insights Spotify are offering us, initially manufactured for our eyes only, are being plastered on social media. Spotify Wrapped has become a kind of soft-launch of our own brand, a low-stakes way of putting ourselves out there. Over the past days, thousands upon thousands of people have taken the data provided by Spotify and shared it with the world, sort of as a means through which they are sharing themselves with the world. Their top artists, the songs they’ve had on repeat, the number of minutes they’ve spent in the company of their favourite albums and podcasts - their listening habits have been served to us on a lime-green plate.  

(I say ‘their’, not because I’m immune to the craving but more because my own data is too strewn with Taylor Swift and The Smiths for it to ever be something I’m eager to share with the masses). 

And, I guess I have a simple question: why? 

Why are we doing this? My instinct is telling me that the answer is an incredibly simple, albeit salient, one. My hunch is simply that we want to be known.  

I think it’s utter genius wrapped in a guise of triviality. It underhandedly nudges us to acknowledge that we want to belong.

We have a nagging need to show people who we are, in the hopes that we’ll be repaid with acceptance. Approval, even. Admiration, if we’re really lucky.  

It’s a symptom of what some (perhaps most notable, Charles Taylor) have labelled ‘expressive individualism’. We live in a cultural moment that tells us that we are tasked with discovering and defining who we are, it’s down to us. It’s the responsibility of each individual to build themselves up, from the inside out. And then we get to show the world what we have crafted – ourselves, made in our own image.  

We get to be the masterpiece and the master, the creator and the created, the poet and the poem.  

It sounds wonderfully freeing, doesn’t it? There’s just one problem, no person can actually bear the weight of such responsibility. It’s crippling.  

And so, if, once a year, we can outsource this monumental task to a Swedish streaming platform – why wouldn’t we? For a brief moment, we can put our existential-crisis-in-waiting on hold, we can put our feet up, sigh with relief, and simply declare - I listen, therefore I am.  

For one day only, we can let our music tastes define us, we can leave it to our streaming habits to imbue our lives with meaning.  

We can rest.  

I’m in no way belittling this. On the contrary, I appreciate it. I think that Spotify Wrapped shows us far more about each other (and ourselves) than how much Oasis we listened to this summer. I’m really grateful that it allows us to drop our façade for a moment, reminding us how much we long to know and be known, see and be seen, love and be loved. I think it’s utter genius wrapped in a guise of triviality. It underhandedly nudges us to acknowledge that we want to belong. And so, I’m not convinced it’s ‘individualistic’ behaviour at all - how about we call it a symptom of ‘expressive want-to-belong-ism’, instead?  

Spotify Wrapped’s success is wild.  It is a cultural moment, and its underlying heart-cry is a particularly loud one. Even louder than the three-thousand minutes’ worth of Beyonce I blared this year. Apparently.  

 

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Review
Culture
Film & TV
Monsters
Race
4 min read

Sinners is standout thanks to Ryan Coogler and his ‘no stupid people’ rule

A cleverly choreographed culture clash between the living and the un-dead.

Giles Gough is a writer and creative who host's the 'God in Film’ podcast.

Two actors in 1930s clothes sit in an open car while the film director gestures towards them.
Delroy Lindo, Michael B. Jordan, and Ryan Coogler.
Warner Bros.

Coming off the back of Black Panther and Creed, Ryan Coogler fights off franchise fatigue with Sinners, a historical crime drama turned horror film that might be his most personal film yet. Set in 1932, Michael B. Jordan plays twin brothers returning to their hometown in rural Mississippi to open a juke joint. But a trio of guests, both unwelcome and undead, crash their opening night. 

Any film set in the Jim Crow era South following a Black protagonist can set off warning bells for savvy audiences. The blatant racial oppression can often bring with it a fair share of trauma porn. But that’s not what Sinners is about. For a significant chunk of the run-time, the film is downright hopeful. Jordan’s dual role as the brothers Smoke and Stack presents them as dangerous and driven, but also compassionate, responsible and endlessly charismatic – the type of figures who could easily become folk heroes. There’s a scene where Jordan’s Smoke not only employs a young girl to watch his truck, but also teaches her how to negotiate, doing himself a worse deal in the process. Watching them recruit musicians, cooks and sign-painters for their juke joint from the under-appreciated and under-paid is a compelling exploration of Black enterprise. 

As night descends, and the juke joint opens for business, this peek into Black enterprise turns into a delightful celebration of Black joy. Chris Hewitt of Empire magazine referred to this film as a ‘stealth musical’ and it’s not hard to see why. Almost every main character gets a musical interlude of some sort. The standout by some distance is newcomer Miles Caton, who plays Sammie, the guitar-playing cousin of Smoke and Stack, who they recruit as the centrepiece of their entertainment for the night. Sammie is at the centre of a musical sequence that will have you leaning forward in your seat in amazement at what cinema is capable of. This film brings with it its own mythology, telling us that there are people whose music is so transcendent, they are capable of piercing the veil between the past, present and future. Sammie is one such person, and his talent attracts everyone for miles around, including ancient Irish vampire, Remmick, played by British star, Jack O’Connell.  

Perhaps what’s unusual for a vampire film is that, as an audience, we’re having such a good time at the juke joint, we can almost resent the imposition of the vampires forcing themselves into the narrative. The racial parallels of these monsters might not be as obvious as the ones you find in Jordan Peele’s Get Out, but they are still there. Remmick, as the head vampire, gains the memories of each of his victims, and he wants Sammie’s abilities as a means to communicate through time with those he’s lost. (Yet another example of Ryan Coogler’s ‘no stupid people’ rule. Every character has a convincing reason for doing what they do, even the blood suckers.) The vampires here are drawn in by the music and can represent a white ruling class that wants to exploit Black music for its own purposes, in much the same way that culture vultures took music of black origin like the blues and rock, and popularised it with more palatable white artists like Elvis Presley.  

The sequence where the vampires themselves have a riotous, yet melodic dance in the dark, reminiscent of a rowdy worship session.

Perhaps another reason why vampires are such a popular monster to revisit in western culture is how they are a literalised inversion of Christianity. In the same way that Christians are promised an eternal life through the blood of Jesus Christ, vampires get immortality through drinking the blood of their victims. Even the rule where vampires can’t enter a private building without permission could be seen as warped version of the image of Jesus standing at the door of our hearts and knocking as shown in Revelation, the last book in the Bible. Vampires are a perverted vulgarisation of what it means to be a follower of Jesus and this, on an unconscious level as a society, might be why we find them so fascinating. The way the vampires use words like ‘fellowship’ to make their dark gift sound more appealing to those still inside the building suggests Coogler is conscious of this parallel. The sequence where the vampires themselves have a riotous, yet melodic dance in the dark, reminiscent of a rowdy worship session, further emphasises how music can bring people together.  

There are so many fascinating aspects to the film it’s impossible to mention them all, which might be deliberate on Coogler’s part, as he tells EBONY:  

“I wanted the movie to feel like a full meal, your appetizers, starters, entrees and desserts, I wanted all of it there.”  

While this does mean a sequel is unlikely, and some critics have complained of it being over-stuffed, it does mean that the film will richly reward repeat viewing.  

By now, Sinners will have no doubt secured its spot in many critics’ top films of the year. Ryan Coogler’s Sinners could so easily fall apart in the hands of a less skilled storyteller, but in the hands of one of the best directors of his generation, it absolutely sings.  

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