November 29, 2023 marked the day that no one could leave social media without seeing one thing: Spotify Wrapped. Your well-crafted playlist just became an illustration of your identity that has everyone talking, sharing, and occasionally engaging in heated debates over music preferences.  

Spotify may be your go-to music streaming platform, but Spotify Wrapped is a testament to your emotions and memories through a whole year. It’s a public declaration of your most secret guilty pleasures and the mood board of you in 2023.  

Spotify made a wise strategic move by playing in the social media realm, instead of just competing in the category of a music streaming service. It turned a review playlist into a social media frenzy that allows you to showcase your identity. In 2022, over 156 million users engaged with Wrapped and it hasn't ceased. Spotify Wrapped has boomed since it first released in December of 2016–trends fade, but Spotify Wrapped seems to stick around.  

So let's be honest: Spotify Wrapped isn't just DJ X serving you exactly what your taste of music is needing that day. It is your music therapist–sharing insights about you that you haven't even discovered before this moment. Spotify users are loving this tool for something much bigger than advertising their amazing taste; they’re using it for self-discovery. Who does Spotify think you are?