What Spotify Wrapped really tells us about ourselves

We listen, therefore we are.

Belle Tindall

Belle is the staff writer at Seen & Unseen.

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

America

Culture

Politics

20 January 2025

3 min read

God goes public: the inauguration and the return of faith-talk

This Inauguration Day, Jack Chisnall explains why the 'Church and State' separation just can't hold.

Jack Chisnall

Jack Chisnall is a former gag teller and Oxford Theology graduate, combining the two at Holy Fooling.

The 47th President of the United States of America

Inauguration Day. Donald Trump again makes an oath to defend and uphold, as best he can, the Constitution of the United States. It has always been a fairly swift-moving bit of public pomp - swift compared to coronations at any rate, which typically take hours just to put a crown on a royal head. The Presidential inauguration can take as little as six minutes, and viewers get more bang for their buck: the President is confirmed not only as the head of the ruling government, but the representational head of state too.

It’s all a good lesson in the ‘separation of Church and State’ some will opine. Forget the medieval-sounding solemnities and pageantry, and Archbishops intoning things over altars. Here, a man in a suit enters a civic covenant with the people who have democratically elected him. Before President Jackson’s escort was swamped by 20,000 spectators in 1829 and security protocol had to cordon off spectators, the first inaugurations had a humble, almost mundane aspect: the new president would go about to shake hands with citizens who had popped along to see the ceremony, and to wish the new guy “good luck”. Sources show that Abraham Lincoln shook over 5,000 hands when he was inaugurated for a second time in 1865.

But such well-worn narratives - of humankind progressing from strange, religious druidry to sane, reasonable democracy - are looking creakier than ever, in 2025. Such views were all the rage in the 20th century. But the West is having a fundamental rethink about what exactly it would mean for humans to ‘de-anchor’ themselves from a religious way of being. We have learnt by now - the hard way - that we merely swap one form of worship for another in supposedly ‘irreligious’ societies.

In the first place, the ‘separation of church and state’ history is not as simple as all that. While it’s true that the First Amendment of the U.S. Constitution did not establish a church on the national level, as in England, there were plenty established at the state level just fine. Connecticut was Congregationalist until as late as 1818 - residents paid taxes to, and were educated by, the church. There was nothing in the law to prevent it.

But it is the inauguration itself which reveals that religious instincts cannot be extracted so easily from human affairs. For George Washington, the first President to be inaugurated back in New York City in 1779, the rather last-minute idea was that he should swear on a Bible. None being found to hand, they borrowed one - from a nearby Masonic Lodge. It was fitting. The Founding Fathers certainly tweaked and trimmed the traditional religions they were raised in - but they could not dispense with them. Even the word, ‘inaugurate’, is snagged on a religious root. ‘Augury’ was the practice of discerning the will of the Gods in Ancient Roman political cult.

Christian imagery and sentiment has, over time, returned to irrigate the dry, rationalistic plains of U.S. civic ceremonial. Certainly the likes of Washington and Jefferson saw their country under the auspices of a Supreme Being, just not necessarily aligned with one of the world’s faiths. But for the George Bush inauguration of 1989, the evangelical tone was explicit. Billy Graham began things with an invocation, and the new President ordered a national day of prayer to follow, in thanksgiving for a successful transfer of power. There will be quite an obvious development of this during Trump’s 2025 inauguration, when Franklin Graham, the son of the famed evangelist, will lead the invocation prayer alongside Catholic Cardinal Timothy Dolan.

There is, perhaps, no getting around the human need to call on something larger than ourselves in our most meaningful moments - when we pledge to love someone for the rest of our lives, or swear our commitment to rule justly. The inauguration has been a good indicator of this, in the way that it has increasingly reached for an older, outright Christian language in which to express the profoundest longings and ambitions of a nation. God, it turns out, never quite leaves the frame.