“Eu Estava Aqui o Tempo Todo, Só Você Não Viu”: Wrapped e a Spotifização da Escuta Musical
“I Was Here All Along, You Just Didn’t Notice”: Wrapped and the Spotifyization of Music Listening
DOI:
https://doi.org/10.34624/jdmi.v9i21.39189Keywords:
Spotify, Wrapped, Playlist, algoritmos, MúsicaAbstract
This article analyzes Spotify's Wrapped service, considered one of its biggest commercial successes. The feature offers a musical retrospective of the user's listening behavior throughout the year, presenting the insights collected in a sequence of stories on the app and with a playlist of the most played songs. Based on a case study, two retrospectives (2022-2023) from two premium accounts were analyzed in order to examine the functionalities in light of the concept of surveillance capitalism and to identify relationships between music, emotional state, and individuality. The research made it possible to reflect on how subjects perceive the listening data returned by the platform and how they feel unique in the face of the affective language used in the stories. The recurrent use of the term "you" (cited more than 40 times) and classifications such as "Sound Town" and "My Listening Personality" were observed, reinforcing personalization and the feeling of exclusivity. The service represents just the top of the iceberg of data from interactions captured and processed by the platform's algorithms, including emotional data, which is traded in future prediction markets and aims to condition new ways of listening and the continued use of the platform.
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