Spotify’s Wrapped Uncovers Your Musical Personality
It is the end of the year and that only means one thing for Spotify users, the end-of-the-year personalized playlist ‘2022 Wrapped’ is here.
Spotify Wrapped is a marketing campaign which launched in 2016 but became mainstream in 2019. This playlist is an annual recap of your musical history that the app releases every December.
This evaluation is more than just looking at the songs you have played all year long, it displays what types of emotion are associated with you depending on your music selection. Spotify goes into the psychology and behavioral patterns that the listener experiences throughout the year.
The moment you open Spotify, it advertises your Wrapped playlist. Once opened, Spotify Wrapped reels you in with vibrant colors and animations on each slide, playing songs you have listened to the most.
Every slide gives the listener a deeper look into how many genres they have listened to or the number of minutes they spent on a particular song. The app gives the listener the spotlight by focusing on the details of the user, such as their interests and what they find enjoyable.
For an example, Spotify will provide a percent of how many minutes a lister has on the app compared to other listeners in their country. In addition to dialing in on numbers, Spotify gives the user a sense of understanding of their hidden traits they might not have been privy to.
One slide speaks of what your musical patterns are throughout the day, indicating the moods you go through from morning to night. Spotify might label your daily music habits as Amped Music Mayhem or Quiet Zen Soothing.
Spotify Wrapped also uses the onion personality theory, in that people have multiple layers of self. In addition to the onion model, it borrows from the Myers Briggs personality concepts of giving the user an attribute acronym based on their listening habits.
For instance, the app might determine someone being an “adventurer” because they seek new sounds and look for undiscovered artists. Adventurer is given the acronym ENVU which stands for exploration, newness, variety and uniqueness. The Spotify Wrapped playlist is an experience that gives the consumer a reflective glimpse of how music shapes your personality and lifestyle.