Even earlier than this yr’s Spotify Wrapped dropped, I had a hunch what mine would reveal. Lo and behold, one among my most-listened-to songs was an obscure 2004 observe titled ‘Rusty Chevrolet’ by the Irish band Shanneyganock. I heard it first because of my son, whose buddy had been singing it on the swings at college. My son discovered it completely hilarious, and it’s been taking part in in our home nonstop ever since.
Like dad and mom everywhere in the world, I rue how my son’s musical tastes have hijacked my listening historical past. But I’m additionally tickled to be taught that our family might be one of many few even listening to it.
Spotify Wrapped is an annual marketing campaign by the favored streaming music platform. Since 2015, the streaming service has been repackaging person information – particularly, the listening historical past of Spotify’s customers over the previous yr – into engaging, personalised slideshows that includes, amongst different information factors, your high 5 songs, your whole listening time and even your “listening personality.” (Are you a ‘Replayer’, a ‘Maverick’ or a ‘Vampire’?)
As a client habits researcher, I’ve thought of why these lists get a lot consideration every year. I think that the success of Spotify Wrapped could have loads to do with how the flashy, shareable graphics are linked to a few elementary – and considerably contradictory – human wants.
Individuality and belonging
In 1991, social psychologist Marilynn Brewer launched what she coined “optimal distinctiveness theory”.
She argued that most individuals are torn between two human wants. On the one hand, there’s the necessity for “validation and similarity to others.” On the opposite hand, folks need to specific their “uniqueness and individuation.” Thus, most of us are consistently striving for a stability between feeling linked to others whereas additionally sustaining a way of our personal distinct individuality.
At Thanksgiving, for instance, your want for connection is probably going greater than glad. In that second, you’re surrounded by household and associates who share loads in frequent with you. In truth, it could actually really feel so fulfilled that you could be begin craving the other: a option to assert your individuality. Maybe you select to put on one thing that actually displays your persona, otherwise you inform tales about attention-grabbing experiences you’ve had up to now yr.
In distinction, you could really feel comparatively remoted once you transfer to a brand new city and really feel a stronger want for connection. You could put on the types and types you see your neighbours and colleagues sporting, pop into widespread cafes and eating places, or invite folks over to your private home in an effort to make new associates.
Have it your means
When folks purchase issues, they usually make decisions as a option to fulfill their wants for connection and individuality.
Brands recognise this and often attempt to entice shoppers with at the least one among these two components. It’s partly why Coca-Cola began releasing bottles that includes widespread names on the labels as a part of its ‘Share a Coke’ marketing campaign. The mushy drink stays the identical, however grabbing a Coke along with your title on it could actually domesticate a way of reference to everybody else who has it. And it’s why Apple gives customized, personalised engravings for merchandise corresponding to its AirPods and iPads.
AP Photo/Business Wire
Spotify Wrapped works as a result of it nails the stability between competing wants: the need to belong and the need to face out. Seeing the overlap between your lists and people of your mates fosters a way of connection, and seeing the variations is a sign of your (or your children’!) distinctive musical style. It offers 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.”
John Phillips/Getty Images for Spotify
The Wrapped marketing campaign can be good advertising. Spotify turns listeners’ distinctive, private listening information into hanging visuals which are tailored for posting to social media accounts. It’s no marvel, then, that the Wrapped characteristic has led to spectacular engagement: On TikTok, the hashtag #SpotifyWrapped garnered 73.7 billion views in 2023.
The annual marketing campaign has earned quite a few honours, together with a Cannes Lion and several other Webby Awards, in any other case generally known as the ‘Oscars of the Internet’.
It’s been so profitable that it’s impressed a wave of copycats: Apple Music, Reddit, Uber and Duolingo now launch equally personalised “year-in-reviews.”
None, nonetheless, has managed to attain the identical stage of cultural impression as Spotify Wrapped. So what’s in your record? And will you brag, conceal or chortle at what it says about you?
Ishani Banerji, Clinical Assistant Professor of Marketing, Clemson University
This article is republished from The Conversation beneath a Creative Commons license. Read the unique article.