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Everyone used to hate sharing their data. Then came Spotify Wrapped.
- Spotify Wrapped, a social media hit every year, is a way for Spotify to brag about how much data it has collected on its users.
- It's a year-end review of listening habits meant to make surveillance sexy, silly and shareable.
- Other companies, including Apple Music, Starbucks, Tesco and Duolingo, have followed their lead with similar data roundups.
- These year-in-review trends show businesses have gotten people past objecting to surveillance and got them to celebrate it instead.
- While Wrapped content packages data, people are also making up new categories themselves, documenting parts of their lives not captured by apps.
- Spotify has also started making daylists, curated playlists released multiple times per day, that hint at something about the user and their data.
- Big Tech watching every move has resigned people to the fact, but new year-in-review customs prove people are still excited to see data presented to them.
- However, their popularity indicates to some that Wrapped and other year-end reviews are part of the hypersormalisation of the idea of being spied and data mined on.
- The Wrapped AI podcast features two voice-bot hosts discussing your listening habits without saying much about the songs.
- Wrapped content provides free advertising for companies when it is reshared.
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