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Culture
Digital
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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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Christmas culture
Culture
Film & TV
2 min read

Home Alone reminds me of another kid

Home for the holidays hints at much, much more.

Jamie is Associate Minister at Holy Trinity Clapham, London.

A child lies under a bed, resting his chin on his hands, contemplating.

Is he just a very naughty boy? That's certainly the impression we get – the only impression – of Jesus in between infancy and adulthood in the Bible. Precious little is written about the precocious boy Jesus beyond his birth (shepherds, magi, lobsters and all). But there are similarities with Kevin McAllister from Home Alone with Luke's account of Jesus in the temple at twelve years' old. 

Admittedly, there were no sticky bandits, nor John Williams soundtrack, but spare a thought for Jesus' parents leaving their son behind at a time of festival. When returning from Jerusalem for the Feast of Passover, as they did every year, they realise they have misplaced the Messiah. Oops! Imagine Mary screaming her son's name, and the inconvenient three-day trek to work out where he was. They eventually find him in the temple, and slightly exasperated they ask him why he was there. He was obedient to them (worth mentioning) and left for home. 

But his answer to that question reveals Jesus' understanding of home, when the idea of being 'home for the holidays' can be a contested one for us. He replied, 'Didn't you know I had to be in my Father's house', or 'about my Father's business.' This is really strong. Quite the chutzpah. Not just that he’s twelve years old speaking to his parents, but nobody would refer to God as ‘my Father’. It is out of this place, or more appropriately this relationship, where Jesus would '[grow] in wisdom and stature, and in favour with God and man.’  

Home is where we can be ourselves, but also let our guard down, ask questions, and have the confidence to go out into the world, secure in who we are. And with this being the only insight of a growing Jesus, learning, studying, asking questions, perhaps there's also insight for how we can grow as people, what we understand home to be, and how we might relate to God. In many ways Jesus' adult life would be nomadic, but his sense of home wasn't about geography but a relationship with his Father where he could be free to be inquisitive.  

Unlike Macaulay Culkin, our lasting impression of Jesus might not be as a boy. And the festival that bears his own name has become a time to engage with our roots, and to look to the future. But, perhaps even more than we'd realise, the boy Jesus hints to us that there's no place like home for the holidays.

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