“What’s your age?” isn’t typically a fair question, but Spotify’s making it OK.
Spotify Wrapped is back, and the big, new feature for the streamer’s year-end recap for users is the “listening age.” While some weren’t too exciting — my listening age (34) wasn’t far off from my real one (36) — others had a different experience, like newsletter editor Grace Lett, 28, whose listening age was 51.
Grace took the news in stride, but others weren’t so happy, writes BI’s Katie Notopoulos.
The whole thing might seem like a silly gimmick (it is), but it’s also the perfect representation of Spotify Wrapped: a smart marketing tool to get people talking about their Spotify use with each other.
There’s also a method to the madness. Wrapped isn’t just about doing a quick search of users’ top artists and songs. (Justice and “Hate” by ThxSoMch for me, since I know you were dying to know.)
Wrapped takes the entire year, with work for next year’s edition beginning as soon as the current year’s drops. Executives analyze reactions on social media and figure out how to adjust going forward. Three Spotify executives walked BI’s Henry Chandonnet through the whole process.
Spotify Wrapped isn’t easily replicable.
Like most popular things, plenty of companies have tried recreating Spotify’s success. That includes rival YouTube, which launched YouTube Recap this year.
But few, if any, have penetrated the zeitgeist quite like Spotify.
Some platforms don’t deserve a recap. I’d be depressed if I saw how much I spent on takeout this year or the number of hours I logged playing video games.
Others come off as too braggadocious. I would rather gouge out my eyes than see a recap of your Strava or Peloton history.
Music is a sweet spot, though. It’s fun to look back at what you listened to throughout the year, kind of like catching up with an old friend. And there’s a genuine interest in how others’ lists stack up. (It’s always fun finding an undercover Swiftie or a lowkey Deadhead.)
One group still seemed unimpressed on Spotify’s big day: investors. Spotify’s stock finished down almost 3.5%.
And isn’t it ironic? Don’t you think?
