Spotify Wrapped, the streaming service’s regular end-of-the-year review of everything you listened to, is one of the more surprising cultural moments to rise out of the 2010s. Spotify repackages data it collected on you in an interactive story (in the Snapchat sense) with a playlist, but it’s become a critical feature for all streaming services — a meme, marketing opportunity, and way to hold onto subscribers into the new year all wrapped into one.
