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
Christmas culture
Creed
Music
5 min read

That mother mild

A cartoon and a shampoo might shed some light on a lazy rhyme.
A Christmas tree bauble depicts the Virgin and Child.
Robert Thiemann on Unsplash.

Some years I’ve already reached ‘peak Christmas Carol’ by now. I haven’t - yet - but I have sung enough - in a nursing home, some sheltered accommodation, schools and our own Carol Services this week - to be irked by some seemingly lazy rhymes. And to notice that a surprisingly high number of our most popular carols contain the word ‘mild’ - an adjective that doesn’t pop up in many songs or hymns as at other times of the year. 

This year it started for me with Cecil Frances Alexander’s ‘Once in Royal David’s city.’ It’s a very fine carol, reminding us of Bethlehem’s royal connections and launching a thousand carol services with candlelit children soloing timorously. One of the most infamous uses of ‘mild’ comes in the original, written in 1848: 

‘Christian children all must be 

mild, obedient, good as he.’ 

Cecil Alexander was predominantly a writer of children’s hymns (including ‘All things bright and beautiful’) but the hectoring tone seems out of place in a Festival of Carols. Where’s the lifestyle advice for Christian grown-ups? And as a parent and a pastor, I can think of a hundred better adjectives that I would cherish for Christian children. What’s the use of being mild? What about courageous? Or compassionate? Or contrary? Children of the 70’s like me have only one good use for the word ‘mild’ - it’s as a cover for an alter ego. Our hero was Hong Kong Fuey, who masqueraded as a ‘mild-mannered janitor’ under the glare of Sergeant Flint but was actually a ‘number one super guy’! 

Also revealed in ‘Once in Royal David’s City’ is the apparently lazy rhyme that may well explain the ubiquity of ‘milds’ in our best-loved carols: 

‘Mary was that mother mild, 

Jesus Christ, her little child.’ 

The list of English words that rhyme well with child is limited - eg. filed - piled - riled - smiled - styled - tiled - wild - whiled. You’d have to crack out the shoe horn to get some of those convincingly into a carol. 

Edward Caswall published ‘See amid the winter’s snow’ 10 years after ‘Once in Royal...’, in 1858. He couldn’t resist either: 

‘Teach, O teach us, Holy Child, 

by thy face so meek and mild.’ 

And Freeman Young, who translated the German of Joseph Mohr’s ‘Stille nacht’ also followed suit: 

‘Round yon virgin mother and child, 

Holy Infant so tender and … (you guessed it!) - mild’ 

So is this just a rhyme of convenience, a verbal stocking filler? The intent, admittedly sentimental, seems to be to describe the gentleness, the ordinariness of Jesus or Mary. The problem, for twenty-first century ears, is that we don’t really want a ‘mild’ anything - we want the proper winters of our youth, with snow days. We want a sedative that will knock us out and not keep us awake. And who wants a mild cheddar when you can have Extra Mature for your cheese on toast? ‘Mild’ is unadventurous, dull, pedestrian - we don’t want it for ourselves, and we can’t see why we’d celebrate it as a characteristic of God - even at the moment of Incarnation. 

I think there is some more light to be shed on this seasonal celebration of mildness. Three shafts of light from the past that might help us change our tune on the value of being mild. 

First, the originals of our English word ‘mild.’ The Old English ‘milde’ carried the meaning of someone who is gracious, someone who isn’t severe. Someone who forebears harsh judgement and responds graciously, compassionately. That’s more promising if we’re sketching out the love of God. 

The second comes from the eighteenth century. The prolific Charles Wesley wrote 6,500 hymns, including the majestic and characteristically full-blooded ‘Hark! The herald angels sing’ (written in 1739). Wesley includes two ‘milds’, the first of which, about mercy, rhymes with reconciled, rather than child (that’s another one to add to the list!) It’s the second one that’s really interesting - and my nomination for the best us of ‘mild’ in a Christmas carol: 

‘Mild, he lays his glory by’ 

This carries the older, less familiar sense of being gracious, of not being severe. The essence of God’s mildness is described as the putting aside of his majesty, the majesty of King and Creator. Laying it aside - in love - so that He can become visible, and tangible - to fallen, fragile human beings. This is a brilliant description of the Christmas story - we just wouldn’t now choose the word ‘mild’ to encapsulate this. 

The most unlikely but illustrative modern echo of the Old English original and Wesleyan mild is Unilever’s Timotei shampoo. It exploded on to the UK market in the 80’s with its promise to be ‘so mild you can wash your hair as often as you like’. For starters, marketing genius - I can safely wash my hair every day (and use lots more shampoo)! But also a restatement of the value of gentleness or not being stringent or severe. This shampoo (actually removed from UK markets in 2017 but still popular in Europe) isn’t going to damage your scalp and hair - it’s going to nourish it instead. 

I can see why the nagging ‘Christian children must be mild’ is often left out of twenty-first century Carol Services. I can tolerate the number of child-mild rhymes, given the lack of other options (though I do feel ‘styled’ could be great in the hands of a Gen Z composer). But it’s Wesley’s ‘mild, he lays his glory by’ that will keep me celebrating the forebearance, the humility of Jesus this Christmas. Who knows, I may not reach ‘peak carol’ till 12.30 pm on Christmas Day (when we close up the church and jump in the car for festive lunch with the family.) The forecast for Winchester is, after all …. MILD! 

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