Spotify keeps receipts of what songs and artists you’ve listened to. And by year-end, the Swedish streaming giant packages your user data—be it your countless replays of Taylor Swift’s re-recorded 1989 album or BTS member Jungkook’s boppy solos—in what has since become one of its most successful and most shareable marketing ploys on social media: Spotify Wrapped. Since its inception in 2016, many have replicated Spotify Wrapped’s campaign of individualized, annual analysis of users’ behavior: not only streaming platforms like Apple Music, but also for a variety of other industries like the Washington Post, Duolingo, Reddit, and Nintendo. Wrapped presents that analysis in customiza
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