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
Podcasts
Re-enchanting
4 min read

Find your next holiday read with the top picks of the Re-Enchanting guests

Recommendations across the genres.

Tom Rippon is Assistant Editor at Roots for Churches, an ecumenical charity.

A person lying on a beach holds a book up to read.
'It was the best of times.'
Dan Dumitriu on Unsplash.

Summertime is well and truly here and with the UK currently sweltering under one of the driest years on record, you would be well advised to seek out indoor activities to occupy the hottest hours of the day. But what to do with this time? So many options jostle for our attention and, as Rachel Luckett recently reflected for Seen & Unseen, reading is losing out with the number of readers steadily dropping year on year. Luckett reminds us that what we read is as important as how much we read; recommendations which intrigue and stimulate us are essential and the best place to get such recommendations is stimulating conversation.  

Where do I find these conversations, I hear you ask. Well, look no further than the Re-enchanting podcast from Seen & Unseen with its perennial opening question: what are you reading? To kick start your holiday reading, here’s a round-up of our guests’ choices from season six of Re-Enchanting. 

In retrospect, our guests seem to have a pronounced inclination towards biography and memoir. Earlier this year, Re-enchanting welcomed the notable forensic scientist, Sue Black, onto the show to discuss her (scientific) fascination with all things living and dead. Despite, or perhaps because of, a life spent looking death in the face, Black begins our summer reading with Richard Holloway’s meditation on a fading life, Waiting for the Last Bus

Whilst Black’s distinct lack of squeamishness may be not be shared by all, her desire to piece together the lives and stories of those she meets seems to be a common thread linking many of our guests. Those contemplating a continental get-away might wish to search for inspiration in Paris, a memoir of life in the French capital by Julian Green, recommended by Andrew Davison, Regius Professor of Divinity at Oxford University. For those planning holidays further afield, then perhaps a biography of Australian opera singer Nellie Melba, recommended by Kate Flaherty, would add a touch of glamour, along with the autobiography of Melba’s friend and fellow performer, Ellen Terry.  

Also falling into the memoir genre is this season’s stand-out recommendation: Helen McDonald’s H for Hawk, which is currently sitting on the bedside tables of Tyler Staton, pastor of Bridgetown Church, Portland, Graham Tomlin and Belle Tindell. Whilst processing the death of her father, McDonald attempts her long-held ambition to train a hawk, and crafts a surprising and poignant book from the twin experiences. 

McDonald is not the only writer to twist multiple strands and genres into her work; many of our guests’ choices defy definite categorisation. Flaherty, a Senior Lecturer in English and Drama at the Australian National University, also recommends Ali Smith’s Artful, which contemplates art, faith, and fiction, and Murriyang: Song of Time, a ‘psalter’ according to its author, Stan Grant, combining Christian and Australian aboriginal spirituality.   

Changing spiritualities are also on the mind of Chine McDonald, the Director of Theos think tank and the first guest to return to Re-enchanting following her initial appearance more than a year ago. On McDonald’s reading list is The Afternoon of Christianity: The Courage to Change by Tomas Halik, who ponders Christianity’s midlife era and what lies ahead for the faith and faithful alike. One way in which the world has changed over the last century is through the withdrawal of ritual from Western society, according to the German-Korean philosopher Byung-Chul Han, whose book The Fading of Ritual—or Vom Verschwinden der Rituale for any German speakers among us—comes with a recommendation from Esther Maria Magnis. Is the pairing of Halik and Han the literary match that reflections on modern Christianity have been waiting for? 

If imagining the future of the Christian faith sounds too heavy for the summer holiday, then why not dip into some of our guests’ fiction suggestions? From Jo Swinney, Director of Communications at A Rocha, comes the modern classic, A House for Mr Biswas, by Nobel laureate, V. S. Naipaul, whilst Rupert Shortt, who, as a former editor of the TLS, knows a thing or two about books, currently reading S. J. Naudé’s Fathers and Fugitives, which takes us on a journey from London to South Africa into a complex story of family, sexuality and relationships.  Readers looking for short form fiction could opt for either Ben Judah’s This is London: Life and Death in the World City, or for a more international perspective, Dream Count, the latest novel by renowned Nigerian writer, Chimamanda Ngozi Adichie. 

And, finally, Les Isaac, the founder of Street Pastors, reminds us of the importance of responding to the Bible itself. So, if you’re looking for gut-wrenching narratives and a sense of wonder playing out through characters who are just all-too-human, then look no further than the book which in the Middle Ages was known as a bibliotheca, a whole library in itself. 

  

And some additional suggestions: 

Robinson Crusoe by Daniel Defoe 

Trainspotting by Irvine Welsh 

The Great Partnership: God, Science and the Search for Meaning by Jonathan Sacks 

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Editor-in-Chief