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
Culture
Sport
Trauma
5 min read

Scottie Scheffler has a lesson for this summer's fading sports teams

The Open Champion's musings speak to the demise of Welsh Rugby and West Indian cricket

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

A cricket batsman surrounded by opposition players leaves the crease.
A West Indies Batsman leaves the crease.
xcom/windiescricket.

This past week, while England were beating India at Lords in a nail-biting, high-quality Test match which was in the balance until the very last ball, on the other side of the world in Jamaica, something tragic was unfolding. The West Indies were bowled out for the paltry sum of 27 runs against the fearsome Australian bowling attack, the second lowest total of any team in around 150 years of Test cricket. 

Why tragic? People of my age remember the 1970s and 80s West Indies as one of the best cricket teams in the world. Superb bowlers such as Malcolm Marshall, Curtly Ambrose, Michael Holding and Joel Garner terrorised batsmen from Adelaide to Antigua, from Cape Town to Christchurch. They hurled down cricket balls at a frightening speed, whizzing past the heads of batsman who didn't even have the security of a helmet. At the other end, a succession of brilliant batsman like Viv Richards, Gordon Greenidge, Clive Lloyd and Alvin Kallicharan scored hundred after hundred, as together they made-up one of the greatest teams in the history of Test cricket.  

Since then, a sorry mess of dried-up funding, poor governance, neglect of grassroots cricket, and the competition of other sports such as athletics or basketball, has seen the standard of West Indian cricket decline dramatically, especially at the most complex form of the game - international 5-day Tests. So, the 27 was not a huge surprise. Something catastrophic like that was bound to happen one day.  

In those same 1970s, Wales boasted one of the best rugby teams in the world. Gareth Edwards, Barry John, JPR Williams and Phil Bennett were at the heart of a dazzling and brilliant team. Rugby is Wales's national sport, yet in recent years a similar story of incompetent governance, lack of funding, and an inefficient regional structure has led to its dramatic decline, and a harrowing 18-match losing streak, which finally came to an end with a narrow victory over Japan, hardly one of the world's greatest teams. Last year's Six Nations ended with an embarrassing 68-14 home defeat against the team they hate to lose to - England. The current Lions team contains no Welshmen at all - the first time since 1896.

Then there is the demise of Manchester United. “We’ve seen it all. We’ve won the lot. We’re Man United and we’re never going to stop” sing United fans at most games. All very grand, but these days they don't win anything. The great triumphs were back in the 1960s, and then the 90s and 2000s under the great Sir Alex Ferguson. After a takeover by the incompetent Glazer family, who have increased sponsorship revenue but leeched billions out of the club, and seem incapable of running a global football institution, United have declined dramatically, ending up 15th in the league last season, and with a failure to recruit new players this summer, look destined to do even worse next season. 

The fall of such sporting giants often elicits a strong dose of Schadenfreude in opposition fans. I was moaning about the fortunes of Man United to a Chelsea-supporting friend recently. He had zero sympathy. 

And yet there is something tragic about lost sporting glory. Watching the current West Indies, Wales and Man United teams getting beaten by mediocre opposition brings a heavy sense of sadness - even if you're not Welsh or West Indian. Like King Lear, reduced to wandering around a ‘blasted heath’ like a madman, Icarus falling to the sea after over-reaching, or Sisyphus, once a king, yet incurring the wrath of the gods and now condemned to eternally rolling a stone up a hill only for it to fall down the other side (sounds just like Man United’s recent seasons), these teams’ current manifestations can’t escape the glory that was once theirs but is no longer.  

Fading sports teams are our contemporary memento mori

“How the mighty are fallen.” The phrase comes from the Old Testament - when the young warrior David mourned for the slain King Saul. Reflecting on lost human glory was in the past thought to be a valuable thing. Churches up and down the country have effigies of dead local grandees, lying in stone with hands clasped in prayer, as a reminder that human glory fades, death comes to us all, that our wealth will be handed on to others, and the things we are most proud of most likely forgotten. 

Scottie Scheffler, the world' No 1 golfer and who just won the British Open recently spoke about winning a gold tournament, having a brief sense of euphoria, which then vanishes within a few minutes as life returns to normal. He wondered aloud whether it was all worth it: “There are a lot of people that make it to what they thought was going to fulfil them in life, and you get there, you get to number one in the world, and they're like, 'what's the point?'” 

Scheffler has made no secret of his Christian faith. It presumably lies behind his comments that golf can’t give what he called “fulfilment in the deepest places of your heart". And maybe that is the ultimate lesson of these teams that were once great and are no more - a reminder that sport can be a source of great joy and achievement, but ultimately is unable to satisfy our deepest longings, because its glory is fleeting.  

Fading sports teams are our contemporary memento mori. As humans we somehow yearn for something permanent, unshakeable, eternal, what our forebears found in God, but we moderns struggle to find anywhere. Wordsworth’s classic questions: “Whither is fled the visionary gleam? Where is it now, the glory and the dream?” are echoed in the demise of sporting greatness, and the existential musings of Scottie Scheffler. 

One day, every sportsman or woman, every team - in fact, every one of us - will experience what the West Indies, Wales and Man United experience right now. The flower fades and the grass withers. And perhaps in that moment of lost fame, we will find the wisdom to seek more lasting things than sporting glory. 

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