Article
Culture
Digital
Identity
Music
4 min read

What Spotify Wrapped really tells us about ourselves

We listen, therefore we are.
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
Attention
Character
Culture
Film & TV
4 min read

Traitors holds a mirror up to this obsession of ours

The attitude that is eroding empathy.
The cast and presenter of a competition TV programme assembled in a montage.
BBC.

“So you’re basically calling me Harold Shipman or something?” 

2025 may have barely begun but BBC One’s The Traitors has already offered a strong contender for TV moment of the year. 

If you’re not familiar with the show – and if you aren’t, where have you been? – a group of strangers head off to a castle in Scotland to earn money through a series of challenges while show host Claudia Winkleman smoulders at the camera. Meanwhile, some competitors are designated ‘Traitors’ and can steal the money at the end of the competition, while the rest – the ‘Faithfuls’ – must unmask the ‘Traitors’, banishing one person each day. In return, the Traitors can ‘murder’ one Faithful a night. 

It's stupid and ridiculous and melodramatic. I love it.  

Something that has struck me this series is the inability of contestants to imagine that people might behave differently to them. Early on, Dr. Kas “Definitely-Not-Harold-Shipman” Ahmed raises a toast to a ‘murdered’ Faithful. “That’s sketchy,” everyone immediately thinks. “I wouldn’t have done that, and I’m a Faithful, so Kas MUST BE A TRAITOR!”  

The group votes to banish him shortly afterwards.  

The certainty with which contestants decide someone is a Traitor based on the most minute and innocuous details is incredible. Oooh, Glenda just coughed at an inopportune moment. Obviously a Traitor. Look at Keith taking the stairs two at a time. It’s like he wants to be caught! 

The ‘Faithfuls’ seem completely unable to imagine people might be different from them. That they might think differently, or act differently. There is, in other words, a complete lack of empathy.  

As the always-absolutely-right-about-everything Brené Brown tells us, sympathy is recognising someone else’s perspective. But empathy is feeling with someone; it is sharing that perspective. And it’s empathy that’s needed for human connection. And it’s empathy that is missing on The Traitors. 

All of this ultimately reminds me of the work of Canadian philosopher Charles Taylor. Taylor is arguably the most influential living philosopher. Much of his work – especially in books like Sources of the Self, and A Secular Age – is concerned with explaining modern western societies, their characteristics, and where those characteristics emerge from.  

Taylor claims that these societies have stopped privileging ‘exteriority’ and have started privileging ‘interiority’ instead. 

What on earth does that mean? 

In 1637, René Descartes says “I think, therefore I am,” and western philosophy never recovers. Descartes is looking for a foundation, a starting point from which he can make sense of himself and the world around him. But this is not easy. What’s to say he’s not hallucinating, or being deceived by a demon, so that the world around him isn’t as it seems? 

What’s the one thing he can be sure of? That he thinks!  

The fact he’s even thinking and doubting his senses tells Descartes that he is someone or something who exists and thinks. That sounds obvious, but it gives Descartes the foundation from which he can make sense of reality.  

As a result of Descartes’ philosophy, we imagine that our very ‘selves’ are located entirely ‘within us’ somehow, with the rest of reality found ‘outside’ ourselves. This is a ‘gap’ of sorts, between us and the world, while the interior self becomes the place where the meaning of our existence is discovered and understood. 

Modern life, Taylor says, therefore instils in us a sense of detachment from everyone and everything else. I have my interior world, you have yours. I can never truly know you, and you can never truly know me.  

I could be the next Harold Shipman for all you know.  

But it wasn’t always like this, Taylor argues. Modernity’s preoccupation with the inner self was preceded by a more outside-centred view of the world.  

In this outside-centred worldview, I and the people around me aren’t simply unknowable black holes of interiority. Instead, we are both parts of a broader created realm. And, by virtue of us both being creatures located within something bigger than either of ourselves, this outside-centred view of the world becomes a point of commonality from which we can get to know each other. 

Shared humility leads to connection, in other words.  

All of this, I think, goes some way to explaining why I’m watching a seemingly lovely doctor having a quasi-breakdown over being misconstrued as a serial killer. The Traitors shows how obsessed we have become with our own interiority. We are inward-looking creatures now. As such, we are often slow to recognise the ways in which our shared place within creation only unites us. 

While a little introspection and self-reflection is vital for healthy human flourishing, out-and-out navel-gazing only hinders our ability to connect with those around us. With a little help from Charles Taylor, The Traitors reminds me to get out of my own head and to see beyond myself. To look at the world around me, and to see the people with whom I share it.  

To see them with empathy, not as unknowable voids of interiority, but as fellow creatures walking a shared journey. 

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