Why do we love Spotify Wrapped so much?

familiar yet novel, and an automatic record of our lives? Whats not to like?

Every year since 2015, Spotify takes all the music we listen to, and used it to generate Spotify Wrapped.

Every year around the end of the year, your feed explodes with top artists, top 5% listener and top albums. Everyone is sharing and comparing what they listened to during the year. Some people complain and the memes always have fun with it, but mostly, we all love the Spotify Wrapped. But why?

Wrapped fulfills two things humans crave, repetition, and variety. It’s like a trend video. When you understand the format, you know what is coming, but you still want to see what this unique take is. For Wrapped, when you see someones results being shared, you know what the format and idea, is going to be, but you can’t wait to see what their top artist is, or if they were in the top 5% of listeners etc. You want to compare them to yourself and others. Familiar, yet novel.

Wrapped is also an automatic record of your life. People love themselves, and a system that is also obsessed with you, recording everything you listened to, and then giving you fun stats and images feels good. Wrapped automatically shows us what we spent our time doing. We have a hard time remembering what we…