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“You did what you had to do in 2021.”
“You always understood the task.”
“You deserve a playlist as long as your skincare routine.”
No, these words were not spoken by a TikTok star or a cool mom. Instead, they are phrases that appear in an annual data-driven marketing campaign known as Spotify Wrapped.
Released on December 1, the feature shows users of the music streaming service the songs and artists they listen to the most throughout the year. His arrival reliably inspires a series of screenshots and memes on social media. For example, in 2020 how suitably depressing (or sedative) were some of his most streamed tracks.
This time around, most of the comments revolved around the campaign’s use of internet slang (“rent-free living in my head”, “control the vibe”, “main character”) and references to popular topics (NFTs, skincare regimens). In a meme, he joked about a Twitter user personal finance Using the tone of the Spotify campaign: “Your checking account balance was below 0.003%. Strangely flexible but okay!”
Some users also noted surprising revelations about their listening habits. (Who knew they were in the top 0.05 percent of Doja Cat listeners?) Others found something akin to self-recognition in Spotify’s “aura” readings, which it creates based on suggested moods of musical tastes. (someone on Twitter) jokingly reported Spotify’s recognition of its sound aura as “efficient and manufacturable”.)
After the feature went live on December 1st, the hashtag #SpotifyWrapped was trending for several days and the memes were endless. In short, Spotify collected a lot of data and now reap the benefits.
Kelsey McGarry, 28, who lives in Los Angeles and works as a grant writer and coordinator for the city’s homeless services, spent nearly all day browsing her Spotify Wrapped. He said the results felt like an accurate reading of who he was.
Adding that the best artist of the year was Charlie XCX, Ms. McGarry said, “My Spotify Wrapped is very gay.” She enjoyed looking back at her year in music, but noted that the language in this year’s Wrapped was distracting at times.
“My skincare routine isn’t even long,” said Ms. McGarry. “Like what are you talking about?”
Rajat Suresh, a 26-year-old comedian and writer, was one of many who joked online about Spotify’s leaning towards fun language and trendy words.
“You weren’t canceled in 2021,” Suresh wrote. breast Posted on Twitter. “Goodbye Felicia! You got your Fauci Ouchie and it shook the world.” He added a question next to the image: “Why is Spotify talking like that?”
McGarry said Spotify was a company and social media was “free advertising” for those “deceptive” moments when the app seemed to be drawing expressions from a word cloud of popular slang and search terms.
According to Taj Alavi, Spotify’s head of global marketing, the company is always looking for new and creative ways to connect with Spotify’s more than 381 million listeners worldwide.
“We often gravitate towards fun language and user experiences – it’s a core part of who we are as a brand,” Ms Alavi said in an email. “When we think about what the user experience will entail, one of the most important factors is connecting with the culture, not just about Spotify. That’s why you’ll notice fun references to cultural trends in 2021 that are reflected in the interactive user experience.”
Suresh said he uses Spotify a lot, which is why he is “one of the companies that knows everything” about it. For him, though, this year’s recovery went a little too far.
“When the brand tried to look like a person or something, it just felt like a classic Twitter thing,” he said in a phone call from his Brooklyn home, noting that he preferred to just see the data.
That doesn’t mean he didn’t check out his Spotify Wrapped with genuine curiosity. He said his best performer was Elliott Smith.
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