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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Review
Books
Culture
Digital
Leading
5 min read

How a card game, going off-grid, and a great teacher, shaped Bill Gates

A new biography explores the man who shaped the digital decades

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

Bill Gates talks from behind a table with a small sign bearing his name.
Bill Gates.
European Parliament, CC BY 4.0, via Wikimedia Commons

It is hard to find Bill Gates the man behind Bill Gates the tech billionaire. The founder of Microsoft is consistently portrayed in the media solely through the lens of wealth, influence and innovation, and with good reason. For decades he has ranked one of the richest men in the world with a net worth of around $113 billion, and his most recent operating system running on over 400 million devices around the world.  

But in the first instalment of his planned three-volume biography Bill Gates reveals something of his personal story - of the rituals, coincidences and relationships that have shaped the man who, like it or not, is shaping all our lives

As someone who grew up riding the wave of the technological revolution of the 1970s, 80s and 90s, I found Bill Gates’ deeply personal portrait particularly fascinating. But the themes of his book resonate even wider - the way he talks about relationship and risk, inclusion and inspiration, memory and morals, are poignant however much time you spend on your computer and however much money you have in your pocket.  

Hearts with Grandma shaped Gates’ childhood 

The powerful influence of Gates’ family, particularly his grandmother, is unmistakable. The biography opens and closes with the woman who called him “Trey,” recognizing his place as the third William Henry Gates in the family. Their close bond developed over the card table, where Gates sat in awe of her mental sharpness. Even into old age she regularly beat him at her favourite game, Hearts. It’s likely not a coincidence that this game made it into Microsoft’s early operating systems: Gates’ way of sharing something of his grandmother with the world. But Hearts was more than a card game. It symbolises the space Gates was offered to learn strategy, logic and focus. It was a levelling of the playing field across generations and an opportunity to discover and refine his sense of identity, competition and connection.  

I found myself reflecting on my own childhood, and those long dark evenings playing Carrom and Rummikub with my mum, at least until I was seduced by Pacman and Elite on my microcomputer. Then I thought about how that played out with my own children who I once taught to play Uno and Connect 4 and who have subsequently introduced me to the challenges of Catan, Carcassonne, Codenames, Ganz Schon Clever, and so on. Card and table games have had their own mini-revolution since the days of Hearts and Patience: they continue to be the school where early learners develop strategy, connection, and identity.  

Off-grid and online life shaped Gates’ young adult life  

Gates’ childhood, as portrayed in his biography, feels like it belongs to a completely different era. It makes me feel uncomfortable as he describes the way he used to disappear as a teenager on a nine-day hike through the Cascade Mountains in Washington State with friends—no mobile phones, no contact with home. In one remarkable story, his parents managed to reach him by phoning a random stranger in a town along his route. That stranger successfully relayed the message that his family’s planned rendezvous had changed. It’s an image from a different world, one of off-grid trust, risk, and adventure—far from the always-on, hyper-connected digital culture Gates would go on to help create. How ironic that the skills Gates needed to become one of the central architects of digital transformation were formed in the middle of nowhere. The infrastructure of today’s information age—its fluidity, reach, and depth—was birthed in mountain walks, wild camping and lake swimming. 

The image of a young Bill Gates forging resilience and perspective far from the digital world is both nostalgic and instructive. Perhaps the next great innovators won’t emerge from the data diet or coding camps but from tents under the stars and homes where screens are conspicuously absent.  

Gates’ neurodiversity is his superpower 

One of the most important influences that emerges during Gates’ school education was Mrs Blanche Caffiere, the school librarian at View Ridge Elementary in Seattle. She not only managed the library but also invited young Gates to work as her assistant—a role that empowered him, nurtured his curiosity, and profoundly shaped his sense of belonging at school. Socially awkward but intellectually gifted, Gates was given a position of responsibility, and that act of trust and inclusion gave structure to his experience of school as well as a place where he could flourish. It’s a powerful reminder of the transformative role teachers can play—especially those who go beyond the curriculum to draw out the unique gifts of each student.  

In the book’s epilogue, Gates reflects on his neurodiversity:  

“If I were growing up today, I probably would be diagnosed on the autism spectrum… During my childhood, the fact that some people’s brains process information differently from others wasn’t widely understood.” 

 His parents seemed to respond to his difference with patience and ingenuity. While they clearly struggled, they also invested in his education and in supporting his mental health. Instead of framing neurodiversity as a deficit, Gates’ family recognised it as a form of untapped potential. And, on reflection, Gates agrees. Seeing the world differently, he has said, is something he wouldn’t trade. 

These three themes come together in one story that really struck home to me. As a child Bill Gates attended church with his sister, and on one occasion this church issued a challenge: any young person who could memorize the entire Sermon on the Mount would earn a meal at the city’s iconic Space Needle in its lofty rotating restaurant. With his agile brain, his family relationships and his growing resilience Gates memorized the entire passage verbatim, passed the test, and earned his reward.  

Memorising 150 verses is no mean feat, but it wasn’t the end of the story. That challenge sparked a deeper interest, and Gates went on to read the entire Bible from cover to cover. He recognized that discovery as a vital part of his journey toward adulthood, forming part of the moral and intellectual foundation that would shape his later life. 

Gate’s story, as told in this first volume, isn’t just a biography of a tech mogul - it is a window into the formation of a complex human being. What emerges is not just a tale of one success, but a testament to the quiet, often overlooked forces that shape a life, a community, and a moral framework. The time spent with a grandmother, the vision of a school librarian, the stillness of a night spent under the stars, the power of a sacred text:  perhaps here is the true source of the man who is Bill Gates.  

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