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
Culture
Film & TV
Trauma
Work
4 min read

Severance: the ins and outs of seeking oblivion

We can't contain trauma to just one sphere of our lives.

Josh is a curate in London, and is completing a PhD in theology.

In a retro-future styled office, workers stand or sit around a pod of desks.
Apple TV.

How far would you go to stop yourself doing late-night emails? Or what would you be willing to do to escape those painful memories? Severance, returning for its second season on AppleTV+, explores an extreme solution to both. 

The show follows a group of office workers at Lumon who have had their memories severed: when outside of work they do not remember what they do at work and when at work they do not know anything about their lives outside. The work-self, referred to as an 'innie', enters the elevator at 5pm and immediately finds themselves back in the elevator at 9am the next day. They feel rested without any memory of the rest. Their "outie" blinks at 9am and then it is 5pm.  

Adam Scott's protagonist, Mark, joined Lumon Industries as a severed employee working in "Macrodata Refinement" (MDR) as a result of losing his wife. In an episode early in the second season, one character recounts Mark telling them that he applied for the role because it felt like he was "choking on her ghost." Being severed offers Mark hours each working day where a version of him can work oblivious to this grief. 

Of course, Mark's employer is up to something sinister, though exactly what remains unclear even to the innies. Lumon is at times terrifying, at times goofy and always unsettling. Innies are mistreated but cannot communicate with their outie beyond what Lumon allows. Even in these conditions, the small MDR team, each with no more than a couple of years' worth of memories, find purpose in their relationships with one another and in seeking to understand their bosses' designs.  

Severance has attracted a lot of attention and reflection. Writing for the Financial Times, Emma Jacobs concludes that the show points us to our impossible longing for a boundaried life. The Northeastern University academic Tomas Elliot proposes that Severance can be read as an inversion of The Matrix: employees knowingly placing themselves in a state of naivety. Jacobs and Elliot both read the show as pointing to the paradoxical nature of modern work as both the cause of discontentment and the place many look to for a sense of purpose and fulfilment.  

Instability cannot be contained to one sphere of life. Life is hard and so is work. Neither can offer escape from the other. 

At the heart of many of the questions that Severance raises is the relationship between work and identity. Most of us live with a sense that who we are is found in our relationships. Work means something because it is one of the places we are most powerfully shaped by and shape relationships with colleagues, competitors, consumers and everyone else. Work becomes destructive when it cultivates destructive relationships in the workplace or when it displaces other forms of community and sources of identity.  

The process of severance  protects outies from the formative power of workplace relationships: their strains and their joys. No doubt we could each imagine benefits to this. However, it leaves Mark's outie paralysed by grief because he has denied himself a key source of relationships through which he could begin to heal, integrating that grief into a new sense of self. 

Just as Mark's innie is protected by the outie's grief, the outie is protected from discovering who he could be without his wife. As the series progresses, it becomes less clear whether Mark's motivation is the fear of grief's crushing burden or the fear that one day the burden may ease.  

In his book Resonance, Hartmut Rosa writes: 

Time and again, human beings come to discover that they can become "different people" in different contexts. And under the highly dynamic conditions of late modernity, the task of finding out who we really are collides… with repeatedly having to "reinvent" and creatively redefine ourselves. That said reinvention also should be "completely authentic" is surely one of the more pointed paradoxes of the present age.  

As Rosa notes, the dynamism of contemporary market forces produces a dynamism in our sense of identity, which can be experienced as instability. One response to this instability—and all the other humiliations and challenges of living at this time—is to look for ways of separating "work" and "life", to carve out a space where I can be free from constant performance and reinvention. And yet, as Severance shows us, whatever part of ourselves we designate as "life" or "outie", it cannot be free from pain and sometimes we will escape to, rather than from, "work".  

Instability cannot be contained to one sphere of life. Life is hard and so is work. Neither can offer escape from the other. Some things must be resisted and some must simply be lived with. Both can only be done together. Ultimately, both can only be done if we are held in and defined by a relationship secure through any failure or loss. Seeking such a relationship is a life's work, for both innies and outies.  

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