Article

Culture

Digital

Identity

Music

5 December 2024

4 min read

What Spotify Wrapped really tells us about ourselves

We listen, therefore we are.

Belle Tindall

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

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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Explainer

Belief

Culture

Leading

Wisdom

7 May 2025

4 min read

Why does the Pope matter today?

The personal, vivid link to the origins of the movement that changed the world.

Graham Tomlin

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

An Anglican bishop wearing purple shakes hands with the Pope.

The author meeting the late Pope, 2024.

There is something about the way popes are elected that captures the imagination. Whoever dreamt up the idea of black smoke for ‘no decision’, and white smoke for ‘habemus papam’ – ‘we have a new pope’ - was a genius at marketing. So much better than a press release or a tweet from the Vatican X account.

The conclave was brought to our imagination so vividly by the recent film with Ralph Fiennes. We love the idea of secret debates, intrigue, people locked away from the world until they come to a decision with arcane ancient rituals and an uncertain outcome. Was there ever a film whose release was better timed?

There are also the sheer numbers involved. There are approximately 1.4 billion Catholics in the world today – roughly the same as the population of India and China, the world most populous nations. Yet the identity of the new pope is of matters to the rest of us too. The leader of China of India is of interest especially to people living in China or India, but maybe less so for those of us who don’t. The new pope is the head of churches round the corner from where you live, or of people with whom you work, or, if you are Catholic yourself, your own spiritual leader. This appointment matters.

Yet it’s not just the optics, the drama, the numbers. And it’s not just for Catholics either. I am an Anglican, and since the Reformation of the sixteenth century, we have had in our own 39 Articles the statement: “The Bishop of Rome hath no jurisdiction in this Realm of England.” That might seem to settle the matter that it’s of no interest to English Protestants. But that would be wrong.

I met Pope Francis once. It was at a gathering of Anglican Archbishops in Rome last year. We all were led through magnificent Vatican corridors into an imposing state room, adorned with fantastic frescoes, where the white-robed Holy Father was brought in on his wheelchair to deliver a brief 20-minute homily to us all.

It was a good talk, thoughtful, well-constructed, but in many ways unremarkable. It didn’t say anything much that I hadn’t heard from other sources. Yet somehow this was different. His words carried a weight, a gravity that went beyond the content of the lecture itself. It was as if, when he entered that room, he carried with him two thousand years of church history.

The line of Bishops of Rome goes back to St Peter, the gruff, unschooled fisherman who Jesus called from his mundane life to become an apostle, and who then on, was so captured by the person of Jesus that he gave his life in the cause. I left that room conscious of the weight of the office of the papacy, even if I don’t recognise him as my direct spiritual father.

Listening to this successor of St Peter felt like you were listening to one of the friends of Jesus – and this was not just the personal quality of the man himself, but something about the office he occupied. It was a personal, vivid link to the origins of the Christian movement, the first stirrings of the revolution.

The papacy is one of those unique things in modern life - an umbilical link to the past.

Of course, there have been some pretty terrible occupants of the papal see, whose personal lives showed scant evidence of any knowledge of, or relationship with Jesus. The sixteenth century Roderigo Borgia (Pope Alexander VI) comes to mind, who despite the rule on clerical celibacy, had several children from various mistresses, won the Papacy by bribing cardinals, and made his favourite son bishop of several lucrative sees at the age of eighteen, and a cardinal at nineteen. So, there is nothing automatic about this – which is why the Protestant Reformers denied the idea of any blanket automatic papal authority.

Yet when a person of evident holiness is combined with this notion of the weight of the office, the papacy becomes a gift to all of us, linking us back to the earliest followers of Jesus – even to Jesus himself.

The papacy is one of those unique things in modern life - an umbilical link to the past. Monarchies do something similar – linking us to the past through the long line of kings and queens of England, Denmark, Spain or wherever, yet more often than not, the events they lead us back to, the process by which those families took power, reveal murky politics, bribery and bloody battles.

This is a line in history that links us to the event that, if Tom Holland’s Dominion is to be believed, has had more impact in shaping western culture than any other – the remarkable life, death and resurrection of Jesus – a radical life full of love, self-giving and transformative power – for both individuals and whole civilisations. And for that, whether we are Catholic, Protestant, Orthodox, or even, perhaps, unbeliever, we might raise a prayer - or a glass - of thanksgiving.