From Spotify’s own overwrought rollout to competitors’ attempts to replicate Wrapped’s success, the whole thing has gotten unnecessarily bloated, with no signs of stopping. justinmcurto writes
, the results are little more than alphabet soup. And Spotify’s data-driven identity quantification comes as the platform has only gotten more self-aware since last year — just look at this “Little Miss can’t stop posting her Wrapped results …” graphic provided to press: As if that’s all not enough for you, here’s one more big number: Spotify got 40,000 artists to recordfor this year’s Wrapped to thank fans. Sweet, sure — but a bit much, compared to the 100 videos the company had last year.
Even off Spotify, Wrapped is inescapable. Apple Music gave its Replay feature a face-lift this year, garnering some in the process . So did YouTube Music — betcha didn’t even know YouTube Music had a wrap-up! — with a campaign that even features its own versions of Spotify’s listening personalities. Those competing forces will only make Spotify go bigger and sillier next year, locking us into some sort of Wrapped arms race till the end of time. Not that users are even asking for more gimmicks — as social media makes clear year after year, most just want to see their own, as well as their friends,’ top songs. Anyway, see you next year, when Spotify will try to calculate how many tears you cried to your top ten.
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