Spotify has released its annual holiday present to subscribers – Wrapped, personalised compilations of most-played tracks and listening insights for each user.
Wrapped is a "brilliant idea", said James Colley in The Guardian. "What do we love more than proof we're all individual, beautiful butterflies who think and feel more deeply than anyone else on the bus?". But this year "the whole experience felt more like getting socks for Christmas", said Maya Georgi in Rolling Stone, amid complaints that Spotify's increased use of AI has resulted in repetitive and reductive recommendations for users.
'Impersonal and detached' Wrapped has become a much-anticipated annual tradition for Spotify users, with most-listened-to lists shared across social media, in another manifestation of "our cultural obsession with self-discovery", said Kofi Mframa in USA Today. "It's sort of like astrology for our ears."
This year's Unwrapped features AI-generated podcasts, created with Google's NotebookLM software, that delve into each user's listening habits. Other new AI-powered features on Spotify range from an artificial DJ to "Daylists" generated three times each day. So much automated curation creates "echo chambers that feed and refeed the same artists, songs, genres and overall 'vibes'," said Mframa. "At what point does hyper-personalisation become incredibly impersonal and detached?"
The concept of Spotify Wrapped changes how we listen, too, said Colley in The Guardian. "Suddenly, you're aware you're being monitored. That everything you listen to in March will be on the final exam in December."
'Failed to be cool' As well as complaints about the increasing use of AI and predictable algorithms, some subscribers have bemoaned the loss of highlights from last year's edition, such as the genre breakdown and the "Sound Town" feature, which assigned a city to each listener based on their history.
For others, Wrapped is an annual disappointment – but the app is not to blame. "The tragic news is that the results have dropped and for another year I have failed to become cool," said Colley. "Ah well, I'll try again next year." |