Even sooner than this yr’s Spotify Wrapped drops, I’ve a droop what mine will expose.
I’m guessing I’ll be amongst Spotify’s most sensible 1% of listeners for an difficult to understand 2004 observe titled “Rusty Chevrolet” through the Irish band Shanneyganock. I heard it first due to my son, whose pal were making a song it at the swings in class. My son discovered it completely hilarious, and it’s been enjoying in our space nonstop ever since.
Like folks in every single place the arena, I’ll rue how my son’s musical tastes have hijacked my listening historical past. However I’ll even be tickled to be told that our family is without doubt one of the few even being attentive to it.
Spotify Wrapped is an annual marketing campaign through the preferred streaming tune platform. Since 2015, the streaming provider has been repackaging person knowledge – particularly, the listening historical past of Spotify’s customers during the last yr – into sexy, customized slideshows that includes, amongst different knowledge issues, your most sensible 5 songs, your general listening time or even your “listening personality.” (Are you a “Replayer,” a “Maverick” or a “Vampire”?)
As a shopper habits researcher, I’ve thought of why those lists get such a lot consideration every yr. I think that the good fortune of Spotify Wrapped will have so much to do with how the flashy, shareable graphics are attached to a few basic – and fairly contradictory – human wishes.
Individuality and belonging
In 1991, social psychologist Marilynn Brewer offered what she coined “optimal distinctiveness theory.”
She argued that most of the people are torn between two human wishes. At the one hand, there’s the desire for “validation and similarity to others.” Then again, folks wish to specific their “uniqueness and individuation.” Thus, maximum folks are continuously striving for a stability between feeling attached to others whilst additionally keeping up a way of our personal distinct individuality.
At Thanksgiving, for instance, your want for connection is most likely greater than glad. In that second, you’re surrounded through friends and family who proportion so much in commonplace with you. If truth be told, it may really feel so fulfilled which you could get started yearning the other: a option to assert your individuality. Possibly you select to put on one thing that truly displays your persona, otherwise you inform tales about fascinating reviews you’ve had up to now yr.
By contrast, you could really feel fairly remoted whilst you transfer to a brand new the city and really feel a more potent want for connection. Chances are you’ll put on the kinds and types you spot your neighbors and colleagues dressed in, pop into widespread cafes and eating places, or invite folks over to your own home to be able to make new pals.
Have it your approach
When folks purchase issues, they incessantly make possible choices so that you can fulfill their wishes for connection and individuality.
Manufacturers acknowledge this and normally attempt to lure shoppers with no less than this type of two parts. It’s partially why Coca-Cola began freeing bottles that includes widespread names at the labels as a part of its “Share a Coke” marketing campaign. The comfortable drink stays the similar, however grabbing a Coke together with your title on it may domesticate a way of reference to everybody else who has it. And it’s why Apple provides customized, customized engravings for merchandise similar to its AirPods and iPads.
Coca-Cola’s ‘Share a Coke’ marketing campaign faucets into optimum forte idea.
AP Photograph/Trade Cord
Spotify Wrapped works as it nails the stability between competing wishes: the need to belong and the need to face out. Seeing the overlap between your lists and the ones of your mates fosters a way of connection, and seeing the variations is a sign of your (or your youngsters’!) distinctive musical style. It provides me a option to say, “Sure, I’ve been listening to ‘Soda Pop’ nonstop like everyone else. But I’m probably the only one playing ‘Rusty Chevrolet’ on repeat.”
What is going to be your most-listened-to songs of 2025?
John Phillips/Getty Photographs for Spotify
The Wrapped marketing campaign may be good advertising and marketing. Spotify turns listeners’ distinctive, non-public listening knowledge into placing visuals which can be tailored for posting to social media accounts. It’s no surprise, then, that the Wrapped characteristic has ended in spectacular engagement: On TikTok, the hashtag #SpotifyWrapped garnered 73.7 billion perspectives in 2023. The once a year marketing campaign has earned a large number of honors, together with a Cannes Lion and several other Webby Awards, differently referred to as the “Oscars of the Internet.”
It’s been such a success that it’s impressed a wave of copycats: Apple Tune, Reddit, Uber and Duolingo now unlock in a similar way customized “year-in-reviews.”
None, alternatively, has controlled to succeed in the similar stage of cultural affect as Spotify Wrapped. So, when Spotify Wrapped 2025 drops, what’s going to be to your record? And can you brag, cover or chuckle at what it says about you?
