🎧 The problem with Spotify Wrapped.

It’s a social trend that rises each year and cuts through the noise, fueled by pride or self-deprecating humor, depending who your top artists turned out to be. And it’s all built on user data, which Spotify packages in cool neon colors with cheeky commentary—a move that takes the edge off the creepiness of knowing Spotify is always listening. And in return for entertaining its users for the day, Spotify gets its annual chance to drive a social media trend and reap the benefits of free advertising as millions share their Wrapped publicly.