“In 2021 you did what you had to do.”

“You always understood the assignment.”

“You deserve a playlist as long as your skin care routine.”

No, these sentences weren’t uttered by a TikTok star or a cool mom. Instead, they’re idioms that appear in the annual data-driven marketing campaign called Spotify Wrapped.

The feature, released on December 1st, shows users of the music streaming service the songs and artists they have heard most throughout the year. His arrival reliably inspires a slew of screenshots and memes on social media. For example, in 2020 people posted about how suitably depressing (or reassuring) were some of their most listened to tracks.

This time, a large part of the comments revolved around the use of Internet slang (“rent-free living in the head”, “vibe check”, “main character”) and its references to popular topics (NFTs, skin care). In one meme, a Twitter user joked about Personal finance in the tone of the Spotify campaign: “Your current account balance was in the lower range of 0.003%. Strange flex, but ok! “

Some users also experienced surprising revelations about their listening habits. (Who would have thought they were in the top 0.05 percent of Doja Cat listeners?) Others found something similar to self-awareness in the “aura” readings that Spotify generated based on the moods suggested by their musical tastes. (A person on Twitter jokingly reported that Spotify had considered their audio aura to be “fertile and capable of discipline”.)

After the feature was released on December 1, the hashtag #SpotifyWrapped was trending for a few days and the memes were endless. In short, Spotify gathered a lot of data and is now reaping the benefits.

Kelsey McGarry, 28, who lives in Los Angeles and works as a grantee and coordinator for the city’s homeless service, spent practically a day pondering over her own Spotify Wrapped. She said the results felt like an accurate reading of her personality.

“My Spotify Wrapped is very gay,” said Ms. McGarry, who added that her top artist of the year was Charlie XCX. She enjoyed looking back on her music year, but did notice the language in this year’s Wrapped was occasionally distracting.

“My skin care routine doesn’t even take long,” said Ms. McGarry. “For example, what are you talking about?”

Rajat Suresh, a 26-year-old comedian and writer, was one of the many people on the internet who joked about Spotify’s tendency towards playful language and buzzwords.

“In 2021 you were not canceled,” wrote Mr Suresh in a meme he posted on twitter. “Bye Felicia! You have your Fauci Ouchie and it shook the whole world. ”Along with the picture, he added a question:“ Why is Spotify talking like that? ”

Ms. McGarry said those “twitching” moments, when the app seemed to pull phrases out of a cloud of popular slang and search terms, were a reminder to her that Spotify was a company and that sharing snippets of its wrapped The campaign on social media was “free advertising”.

According to Taj Alavi, Spotify’s global director of marketing, the company is always looking for new and creative ways to connect with Spotify listeners, of which there are more than 381 million worldwide.

“We tend to be lean towards playful language and user experiences – that’s an integral part of our brand,” Ms. Alavi wrote in an email. “When we consider what the user experience will include, one of the most important factors is the connection with the culture, not just Spotify. You will notice playful references to cultural trends from 2021, which are reflected in the interactive user experience. “

Mr Suresh said he uses Spotify a lot, which makes it one of the companies that know everything about him. For him, however, this year’s summary went a little too far.

“It just felt like a classic Twitter thing with the brand trying to look like a person or something,” he said in a phone interview from his Brooklyn home, noting that he’d rather just see the data .

That’s not to say he hasn’t checked his Spotify Wrapped with real curiosity. His best artist, he said, was Elliott Smith.

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