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
Digital
Work
4 min read

Back to the office! The suspect motives behind the bosses calling for it

Working From Home isn’t the end of the world.

George is a visiting fellow at the London School of Economics and an Anglican priest.

An office wall displays a huge motto reading 'punch today in the face'
Really?
Johnson Wang on Unsplash.

If we’d been working from home in 1980, I wouldn’t have met my wife (as she, of course, then wasn’t). The slow demise of the office romance may not exclusively be driven by WFH, when a clumsy or unwanted speculative pass will likely precipitate a visit from the HR police. But it’s sure harder (I’m told) to chat someone up over Zoom than a water-cooler. 

There are some things you just, well, have to be there for. And it’s not just a matter of curating the gene pool for the future of the human race, which is hardly the top priority for most employers. Much more immediate commercial demands are served by employees being bodily present at work. They can check colleagues’ body language, be mentored more spontaneously, gossip about work, read the room and go outside for a fag with a friend. None of that works on a laptop at the kitchen table. 

And yet these aren’t aspects of working life that are much, if ever, cited by opponents of WFH. Yup, for these bosses, it’s always about productivity, which allegedly slumps like the shoulders of a college-leaver told to re-write their CV, when staff work from home. So companies as diverse as Amazon, Boots and JP Morgan are demanding that their workers work five-day weeks at the office again.  

Except, two things: One, that productivity point isn’t true. Professor Nicholas Bloom, an economist at Stanford University, has demonstrated empirically that a hybrid working model of three days at the office, plus two at home, is every bit as productive as fully office-based work overall. And, two, bosses may be shocked to learn that it’s their job to manage productivity, which is just as measurable at home as in the office. But then you don’t get to shout as much. 

And there I think is the real point. Bosses might not be shouty, but their motives for office work are more than suspect. They may be obsessed with control. They need to see their staff working for them for proof of productivity. They want to sit in a big glass-walled office watching them. And, perhaps most of all, if staff aren’t in the office then what’s the point of being a boss? It might bring their own productivity management and role into sharper focus. 

People who are privileged to manage their own time, or lack of it, in an office really shouldn’t be in the business of lecturing people who are not.

Furthermore, it’s been a long time, if ever, since some of those with the loudest voices calling for a return to the office have ever worked an ordinary job themselves. Lord Rose, formerly CEO of Marks & Spencer and chairman of Asda, told BBC’s Panorama that home working was part of the UK economy’s “general decline” (not true – see above). 

And Sir Jacob Rees-Mogg, formerly business secretary (remind me, how did that go?), continues in opposition to fight the bad fight to get civil servants as well as the private sector permanently back at the office. Hilariously, he most recently did so in a video from the drawing room of his mansion in Somerset. Though, to be fair, having lost his seat at the last general election and seeing his investment company sliding down the pan, he’s not so much working from home as just... at home.   

The serious point is that people who are privileged to manage their own time, or lack of it, in an office really shouldn’t be in the business of lecturing people who are not. They really don’t know – or have forgotten - what it is to have your life demanded of you from 9am-6pm from Monday to Friday in a location that is less than comfortable to work in. Is that so complicated to take aboard? 

And there’s another very big thing here. To demand office slaves is to commoditise people, to make them chattels (and, if some of these bosses were honest with themselves, that’s what they want). Staff become just another asset, not unlike the freehold of the office building in which you put them and watch as they make you money every day. 

To put it bluntly, that is a sin. To treat human beings as tradeable commodities is to debase their dignity. And for those of faith, that dignity is vested in each unique one of them bearing the image of God. As a good Catholic, Rees-Mogg should be familiar with the doctrine of Imago Dei.     

So there’s a holy, as well as secular, work-ethic at play here. The worker is worthy of his/her wage. That scriptural phrase usually focuses on the material value of the wage. But it’s also worth registering that the worker is “worthy”. 

To treat staff like they have an inherent worth, rather than simply a productive asset, has a value way beyond the money they are paid. And the dividends on that investment will be immense. Respect them. Let them work from home. 

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