“When we consider what the user experience will include, one of the most important factors is connecting with culture, not just making it all about Spotify. “We often lean into playful language and user experiences - it’s a core part of who we are as a brand,” Ms. McGarry said that for her, those “cringe” moments, where the app seemed to be pulling phrases from a word cloud of popular slang and search terms, were a reminder that Spotify was a corporation and that sharing snippets from its Wrapped campaign on social media was “free advertising.”Īccording to Taj Alavi, the global head of marketing at Spotify, the company is always looking for new and creative ways to connect with Spotify listeners, of which there are more than 381 million worldwide. “Bye Felicia! You got your Fauci Ouchie, and that’s got the whole world shook.” Along with the image, he added a question: “Why does Spotify talk like this?” Suresh wrote in a meme he posted on Twitter. She enjoyed looking back at her year in music but noted that the language in this year’s Wrapped was occasionally distracting. McGarry, who added that her top artist of the year was Charli XCX. “My Spotify Wrapped is very gay,” said Ms.
She said that the results felt like an accurate read of who she is. Kelsey McGarry, 28, who lives in Los Angeles and works as a grant writer and coordinator for the city’s homeless services, spent practically a whole day poring over her own Spotify Wrapped. In short, Spotify has collected a lot of data and is now reaping the benefits. 1 release, the hashtag #SpotifyWrapped trended for a couple of days, and the memes have been endless. (One person on Twitter jokingly reported that Spotify had deemed their audio aura as being “fertile and breedable.”)Īfter the feature’s Dec. 05 percent of Doja Cat listeners?) Others found something resembling self-knowledge in the “aura” readings that Spotify generated based on the moods suggested by their music tastes. Some users also noted surprising revelations about their listening habits.