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
Belief
Books
Culture
4 min read

Could Lamorna Ash become a Christian in a year?

Moving, funny and beautifully written, this young writer’s quest for faith has lessons for all of us.
A woman stares away from the camera
Lamorna Ash.

When two of Lamorna Ash’s university friends decided to leave behind their lives as standup comedians and train to become priests, Ash was fascinated. She interviewed them and wrote an essay about it for the Guardian but, by the time her piece came out, knew she was “not finished with Christianity.” 

“Perhaps it was naive not to have anticipated how spending my days alongside two fresh converts… would have some cumulative effect on me,” she writes. “Through these encounters, it was as if the very corner of the sky had been pulled back. I couldn’t see what was going on behind it, but I understood it was there for them… they taught me how to believe in the belief of others… their stories became the starting point.”  

And so Ash bought a second hand Toyota Corolla, stocked the glove box with CDs and set off on a Christian road-trip around the country that started with a Christianity Explored course and ended with a series of meetings with people who were consciously ‘dechurching’, taking in Catholics, Orthodox Christians, Quakers, Anabaptists and a YWAM community along the way. She books in ‘desert times’ on Iona; in Walsingham; at a silent Jesuit retreat. She walks, and talks, and tries to pray and thinks. Throughout her travels, Ash carried a ‘jokey’ question in the back of her mind to frame her research: could she become a Christian in a year? 

The result of her quest is this book: tender, fascinating, moving, funny and beautifully written. Throughout my reading of Don’t Forget We’re Here Forever I kept thinking of people I would like to give it to, Christian and non-Christian alike. Ash has achieved a remarkable feat: to make faith and its pursuit a compelling subject regardless of whether you’re a believer or not.  

Primarily, this is because she has not - joke question aside - set out with an agenda, other than to more fully understand what makes believers tick (and, she admits, because it is something to write about). Though she is scathing about Rico Tice, whom she finds performative and evasive, and finds the dogma of the Christianity Explored course too rigid and inflexible for her liking, she is sympathetic towards and interested in her fellow Christianity Explored small group companions - and is self-aware enough to admit that during this time she “played the worst version of myself: hackles raised, on alert, unable to let a conversation pass without some interjection”. Though she finds the intensity of Youth With A Mission’s community - along with the fact that many of the staff are married to each other - a bit much, she is individually drawn to some of the people who work there, and reflective about what and why they’re doing. As someone who has grown up with faith, it is fascinating to see what we often take for granted held up to scrutiny by someone who is not there to be deliberately combative, but to try and understand.  

“I am still too close to it to tell you definitively all the ways the encounters… changed me,” Ash writes. “What it felt like at the time, though, was that each conversation was leading me to places in my own mind I had never visited before.”  

There are elements of Ash’s book I am intrigued by, but sceptical of: her suggestion, for example, that the Bible should not stop where it does, but might be continually added to, “like a divine Wikipedia, updated in perpetuity.” Her theological understanding is not, perhaps understandably, advanced. She is a self-confessed product of her era: young, progressive, queer, and her readings of and understandings of other people are framed through that lens.  

But despite its failings, Don’t Forget We’re Here Forever remains compelling because of its curiosity - a curiosity that Ash wonders might be the place “where God exists”; its attempts, however stumbling, to understand faith rather than just dismiss it. It is an atheist Quaker who teaches Ash “how I might approach Christianity: it was supposed to be a challenge.” You will have to read it to learn where Ash herself ends up, but her book extends the challenge to those of us who might benefit from a similar scrutiny of what we believe - not to fall out of faith, but also to understand it, and God, more.

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