Article
Culture
Digital
Identity
Music
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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Article
Attention
Culture
Digital
Easter
4 min read

Let your mind wander if you want to make the most of Lent

How to escape the cold and bitter tunnels of digital distraction.

Simon is Bishop of Tonbridge in the Diocese of Rochester. He writes regularly round social, cultural and political issues.

A montage image places a woman, with eyes shut and hands on hip, at the centre of blurred circle of ground and tree branches.
Jr Korpa on Unsplash.

According to Blaise Pascal, the seventeenth century French polymath: all of humanity’s problems stem from man’s inability to sit quietly in a room alone. 

And now, four hundred years later, we have proof of how hard we find this. 

Researchers carried out an experiment, putting several people in a room on their own with nothing else to do but sit there for fifteen minutes.  A majority admitted feeling uncomfortable with little but their thoughts to console them.  The experiment was repeated, only this time an instrument was placed in the room that could administer an unpleasant electric shock.  In the fifteen-minute period, one in four women self-administered the shock to relieve the boredom.  Two in three men did. 

There is a chance we draw the wrong conclusions from social experiments because it is hard to get into the minds of others, but we can make a good guess here.  Our lives are over-stimulated.  To be alone in a room with our thoughts for any length of time is unusual to the point of weird.  We don’t need to live like this.  Our smartphones are the ‘rod and staff which comfort us’.  Any spare moment can be spent using TikTok, Instagram or Spotify.   

As people age, they tend to think the world is losing its attention span without realising that focus declines as we grow older.  But something seems to have changed in the last two decades.  A whole new digital architecture has been designed that wasn’t there.  It creates the buzz of the city but has gone up around us like skyscrapers, creating cold shadows and bitter wind tunnels of anger and distraction that block out the warmth.   

This new online city is intentionally designed to keep our attention; to prevent us from doing anything offline.  And it is working.  Between 2010 and 2020, globally, we consumed twenty times more information.  This is a colossal increase for our brains to cope with in the blink of an evolutionary eye.  Our minds have become less like the cool, white minimalist interior design people aspire to in life and more like the junk garage where broken and pointless stuff is tipped. 

According to Johann Hari in Stolen Focus, we tend to blame ourselves for this state of affairs.  After all, if we tell others our smartphone is distracting us, the answer we get back is to turn it off.  While we can take steps like this, Hari says it lets tech companies off the hook.  As with shopaholics, there is individual responsibility, but there is also the edifice of consumer capitalism designed to make us buy more stuff or absorb more information. 

Mind wandering is, paradoxically, a form of attention.  It is the space where we solve the puzzles of our lives, joining dots we had missed, colouring in a picture to bring it alive. 

When we consider what it means to follow Jesus today, we often do not appreciate what tech is doing to us.  The gains are obvious – having the world at our fingertips, being able to talk to family and friends in an instant – but the losses remain obscure.  How does digital distraction affect reading of the Bible and a commitment to prayer?  There is little research on this, but we may be giving God less devoted attention than before.  In flitting from one source to another, like a fly on a hot summer’s day, we do not stay long enough in one place to discover if God is waiting for us there. 

Prompts from God frequently emerge outside the thinking of the Church.  A cohort of Silicon Valley tech wizards has come up with the idea of the digital Sabbath, where people spend one day a week unplugged.  Though describing themselves as not especially religious, their manifesto practically drowns in religious tradition.  They advise people to: 

  • Avoid technology 
  • Connect with loved ones 
  • Nurture your health 
  • Get outside 
  • Avoid commerce 
  • Light candles 
  • Drink wine 
  • Eat bread 
  • Find silence 
  • Give back 

It is sabbath re-imagined for the digital era.   

Johann Hari also lists some practical actions that can be taken, like staying on task and limiting exposure to social media in particular as it is shown to be bad for mental health in large doses.  We should also allow our minds to wander.  This does not contradict the argument about not losing focus.  Mind wandering is, paradoxically, a form of attention.  It is the space where we solve the puzzles of our lives, joining dots we had missed, colouring in a picture to bring it alive.   

When the prophet Elijah meets with God at Mount Horeb, there is first a strong wind, then a powerful earthquake and lastly a raging fire.  But God does not reveal himself in these gripping phenomena.  He is to be found in the sheer silence which follows; in the whisper of a voice. 

The sheer silence today is broken by the familiar buzz of a news feed or social media update – or the shock of an electric current.  The moment we move out of earshot of the faint audio of the divine.    

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