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4 min read

What Spotify Wrapped really tells us about ourselves

We listen, therefore we are.

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

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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6 min read

Do you believe in a coin called hope?

From fiat to faith: the rise of crypto evangelism
 An image show a braclet that has a bitcoin symbol beside a cross, a crescent and a Star of David.

“The bridge from chaos to hope.” This was the rather grandiose language used on social media platform X last summer by one prolific tweeter boasting 4.4 million followers. What they were describing, however, was not a religion or philosophy, nor a social movement or political party, nor a breakthrough in medical technology or a self-help technique. Rather, financier Michael Saylor was talking about the world's biggest cryptocurrency, bitcoin. 

Saylor’s profile on X declares that “#Bitcoin is hope.com”. That website contains, among other things, video clips of Saylor talking about how “bitcoin is the manifest destiny for the United States of America”, “bitcoin is economic immortality”, “bitcoin is forever money” and so forth. 

Saylor is in fact just one - albeit a particularly successful one (his net wealth stands at around $10 billion, according to Forbes) - of a number of vocal crypto advocates, trying to explain the huge, transformational impact on society that the cryptocurrency will supposedly have. Their precise arguments can vary, but are often along the following lines: the fiat money system is broken due to manipulation by governments and central banks - for instance through money printing - leaving control of the money supply in the hands of a small group of the rich, while the purchasing power of the general public is eroded; in contrast, bitcoin is incorruptible, not controlled by the government, available to everyone and finite in supply. 

A common thread running through some of the writings and talks of a number of these bitcoin enthusiasts is a quasi-religious language, used to convey bitcoin’s importance. 

Hope.com, for instance, includes a research paper on “The bitcoin reformation”. Its author writes: “It wasn’t until I studied the era around the Protestant Reformation that I felt I’d found a potential blueprint of sufficient scope” to describe what is happening with bitcoin. 

Particularly vocal crypto proponents are known as bitcoin evangelists, while some crypto investors will talk of fellow “bitcoin believers”. They can even drink their coffee from a ‘bitcoin salvation’ mug) (which depicts two winged cherubs holding the cryptocurrency). Non-believing sceptics are termed “no-coiners”. 

Early bitcoin adopter Roger Ver - who has been indicted on fraud and tax charges, which he says are false - is known by the nickname “bitcoin Jesus”. One non-profit decentralised community is named Bitcoin God. 

The precise mix of irony and sincerity being used in such examples is of course debatable and will vary. Nevertheless, among the most fervent crypto investors there appears to be an earnest belief in the transforming power of bitcoin. 

But there may be additional reasons why some of the most fervent proponents instinctively reach for such language. 

“There’s a link with forms of transhumanism - the idea that we’re in the middle of an upgrade of humanity.” 

Dr Roger Bretherton, a clinical psychologist and Seen & Unseen contributor, argues there are elements of tribalism and “the psychology of identity” in some of the most cultic aspects of the crypto world. He sees some similarities there with “old 60s cults of people believing UFOs were going to land in their backyard”, talking about crypto as a cult rather than crypto as a currency.

“People overlap their identity [with a particular movement]. They're saying ‘that's me, that's who I am,’” he said. 

“In periods of uncertainty we seek to find certainty in our groups. We're in an individualistic society.” 

Use of religious language also points to a belief that bitcoin/crypto/blockchain will bring about some form of a radical global change less on the scale of an incremental technological development, and more akin to a transformational religious experience. 

“There's an element of faith and an eschatology attached to crypto: 'this is the new thing that will change the world,'” said Bretherton. 

“There’s a link with forms of transhumanism - the idea that we’re in the middle of an upgrade of humanity - the kingdom of tech is coming. It feels like crypto becomes part of the same narrative. The key question is whether our future lies in technology and power, or in love.” 

For such fervent bitcoin proponents, attempts to rubbish their beliefs are often futile. Indeed, trying to do so may only serve to strengthen the believer’s resolve that they are right. 

“There's a cognitive dissonance,” said Bretherton. “The more ridicule you've had to go through, the more you've given up, the more social difficulty you've gone through - particularly if you've given up a career to pursue crypto - then the stronger your belief. It's the sunk cost fallacy.” 

So far, bitcoin believers have proved the doubters wrong. The price of the coin has gone from less than $20,000 in the wake of the collapse of crypto exchange FTX in late 2022 to around $118,000 at the time of writing. Saylor has turned MicroStrategy (now known as Strategy) - the company of which he was CEO in 2020 when he decided to use it to buy and hoard bitcoin - into a $110bn market cap firm that has spawned many copycats.  

But what importance bitcoin eventually assumes in society is still very much an open question. It has not yet become a form of payment for our morning coffee or for buying a house, and maybe it never will. Whether it can really function as “digital gold”, a hedge against inflation or “a bank in cyberspace” (as Saylor calls it) is debatable. But it has already made huge strides, soaring to a market price well above what most people would ever have imagined. In July, US Congress passed a landmark bill regulating stablecoins - a type of cryptocurrency pegged typically to the dollar - in what is being seen as a huge step forward for the industry. 

Nevertheless, it seems likely that some of the wilder claims made about bitcoin may not come to pass. What happens if true believers are left disappointed? 

Bretherton says such belief systems have to subtly change their “metanarrative” as and when they do not deliver on initial promises. 

“It can't make predictions that can be shown to be false,” he said. “If crypto doesn't deliver its promises in the future, it has to find another way that's softer but which lasts. So it either collapses or it finds a way to become more nuanced."  

Whatever importance bitcoin eventually assumes in society, our desire to put our faith in it - or in anything else - reveals something deeper about our human nature. 

In the Bible, the book of Ecclesiastes explores humankind’s attempts to find meaning in human lives without God. The main character tries career, pleasure and wealth. But ultimately, they find that these things are just “meaningless”, “vapour” or “chasing after the wind”. 

That search for meaning, for the eternal, is inbuilt in our character. As the book’s author puts it: God has “set eternity in the human heart”.  

We are not designed merely to be born, to live and then to die. Instead, each one of us has been created with an inherent desire to know if there is something eternal out there, and to find out whether we can be part of that story. Crypto cannot offer us that salvation. The only thing or person who can, the author of Ecclesiastes would argue, is the One who put that desire in us in the first place.  

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