The Advocate published “The Advocate Wrapped” in the December 2023 issue, this was a compilation of five favorite songs from each of the staff members and heavily inspired by the annual Spotify wrapped.
Spotify wrapped is a highly anticipated event for music lovers, even those who use Apple Music experience the joys of this through Apple Music’s version, Replay. Wrapped day is almost as exciting as Christmas, rather than gifts under the tree you will wake to “Spotify Wrapped came out.” texts, and Instagram stories adorning years’ worth of music.
Why is this day so important to users? What compels people to screenshot, send, and post their recapped music tastes?
“We really want to be part of the group, but at the same time we want to be different from everybody,” Brian Uzzi, a leadership and social networks professor said. (NPR)
Spotify wrapped and similar compilations create a sense of sameness while highlighting users’ individuality.
This year’s [Wrapped includes] a twist on Your Top Artist that showcases how your relationship with your favorites has changed over time. It also features Sound Town, which highlights the city that has the most similar taste profile to yours, and video thank you messages from your favorite artists,” Taj Alavi, Spotify’s head of global marketing said.
Spotify stresses the importance of individuality and showcased in Spotify wrapped, its design and new features are influenced by how much the company believes it will make people feel more individual and connected to their tastes.
“Our 2023 Wrapped campaign is a celebration of the realest moments that defined your year on Spotify. It includes the top artists, songs, albums, and podcasts that reflect how more than 574 million fans around the world listened and a personalized user experience with even more interactive features,” Spotify’s news page, For the Record, said.
Spotify wrapped is an important part of every year, it allows music lovers to see and share their unique tastes while simultaneously connecting them to others with similar interests.
