What your Spotify Wrapped listening age means : NPR

There’s how previous you might be, and there is how previous Spotify thinks you might be.

That divide turned clear this week with the discharge of Spotify Wrapped, the streaming platform’s customized year-end recap.

It walks listeners by way of their prime artists, albums, genres and extra in a self-reflective (and infrequently mortifying) interactive slideshow, based mostly on information and delivered with sass. The decade-old custom varies barely in its aesthetics and substance yearly, and this version appears to have caught a variety of customers off guard by bluntly informing them of their “listening age.”

“Age is only a quantity, so do not take this personally,” reads one of many slides, earlier than continuing to alternately humble, amuse and confuse.

Charli xcx, the 30-something electro-pop artist who invented “Brat,” is spiritually 75, Spotify declared, as a result of she listens to music from the late Nineteen Sixties. The genre-defying, synth-savvy Grimes has a listening age of 92, whereas introspective singer-songwriter Gracie Abrams clocks in at 14, about half her actual age. Canadian Prime Minister Mark Carney, when requested by a reporter, revealed his comparatively youthful 44.

It is not simply celebrities. Inside hours of Wrapped dropping, social media was ablaze with screenshots and memes from listeners principally both bragging or baffled about their listening age — significantly these many many years youthful or older than their precise age. Jokes about “listening age hole relationship[s],” dinosaurs and psychiatric evaluations ensued.

It has change into the norm for folks to repost their top-five lists and listening-time tallies on social media — each giving Spotify free publicity and presenting a piece of themselves to their community. That was very true in 2023, when Spotify assigned listeners to “Sound Cities,” relegating them to locations like Burlington, Vt., and Jakarta, Indonesia.

“[Spotify Wrapped] is a manner by which we’re in a position to mission our id based mostly upon our cultural consumption,” says Marcus Collins, a professor on the College of Michigan’s Ross College of Enterprise (and an R&B fan with a listening age of 40, a couple of years youthful than his actual age).

Listening age, for higher or worse, is one other manner to try this.

“It creates one other id mission power, one other … shock to the system for us to speak about,” says Collins, who beforehand labored on iTunes initiatives at Apple and ran digital technique for Beyoncé. “Should you’re 20 and your listening age is 70, what does that say about you?”

OK, so how did Spotify calculate this? 

Spotify didn’t reply to NPR’s request for remark by the point of publication. However on a webpage explaining its course of, the corporate says listening age relies on the thought of a “memory bump,” which it describes because the tendency for folks to really feel most linked to music from their youth.

Analysis exhibits that adults’ brains particularly maintain onto reminiscences from their teenage years, each usually and in the case of music. One 2013 examine, for instance, discovered that younger adults had robust optimistic reminiscences of the music that their mother and father — and even grandparents — cherished once they had been that age.

“There’s this concept that there are life levels … the place we’re receptive and open to new music, the place music form of shapes the experiences that we now have, and as we get previous these years, we type of keep … in that second in time,” Collins says.

Spotify says it combs by way of a listener’s songs to establish the “five-year span of music that you just engaged with greater than different listeners your age.” It hypothesizes that this five-year window matches a listener’s “memory bump,” assuming they had been between 16 and 21 when these songs got here out.

“For instance, in case you hearken to far more music from the late Seventies than others your age, we playfully hypothesize that your ‘listening’ age is 63 right now, the age of somebody who would have been of their youth within the late Seventies,” it explains.

Collins says this method not solely performs into our sense of nostalgia but additionally helps “carve out the place we sit within the timeline of our … social world.” Our listening age tells us extra about ourselves and offers us one thing new to speak about with our buddies, particularly if it is excessive or sudden.

“We do not speak about issues which can be simply boring — we discuss concerning the issues which can be unbelievable,” Collins says. “It will get our consideration but additionally sparks this a part of us that makes us need to have interaction.”

What is the catch? 

Is not this only a ploy by Spotify to get folks listening and reposting? Is it turning our shock into free publicity? Are we being — the 2025 Oxford Phrase of the Yr — rage baited?

These are honest inquiries to ask, Collins says.

“What one may even see as a productive manner by which individuals can have interaction with folks, one may see it as a manipulative manner of getting folks to interact in consumption,” he says. “The reality of the matter is, it is each of them on the identical time.”

Collins says it is a win-win state of affairs as a result of “the perfect advertising and marketing on the planet is us.” Spotify is attempting to get enterprise for its platform, he says, but additionally serving to folks join — which in flip helps it much more.

Collins says that he, like most individuals, learns that Spotify Wrapped is reside from buddies posting theirs on social media, quite than TV or on-line ads. That in flip makes him need to see and share his stats, “not as a result of I really like Spotify a lot, however as a result of I need to take part within the social practices of my folks.”

“The perfect promoting is not promoting — it is cultural manufacturing,” he provides.

For its half, Spotify says that every of its slides is “made to be correct, honest, and reflective, whereas nonetheless preserving a way of thriller and magic.”

It is that thriller that a few of us might discover barely maddening. Personally? As a fan of ’70s music, I used to be fairly content material with my listening age of 70 — till my a lot youthful, cooler sister advised me hers: 73.