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Spotify Wrapped isn’t just a meme-able moment for Gen Z and Millennials; it’s one of the biggest moments in music culture.

Dec 06 2021

Spotify Wrapped isn’t just a meme-able moment for Gen Z and Millennials; it’s one of the biggest moments in music culture. Since 2015, Spotify Wrapped (dubbed “Year in Music” until 2016), has given users a personalized look into their last 365 days of music listening. Or in the words of one meme about the feature, “the service has been successfully rebranding ‘we’ve been tracking you,’ to ‘isn’t this fun?’” for more than five years now. The feature has turned into an annual music tradition for young people, who never fail to share their top five artists and most-listened to tracks on social media. And while the tradition always turns into a meme among Gen Z and Millennials, young people’s obsession with Spotify Wrapped signals how they’re creating new moments in music and pop culture. Today, memes / viral videos on social media are the No. 1 pop culture moment young people say their generation cares about, according to YPulse’s new Pop Culture Redefined trend research. Young people no longer engage with events like The Grammys, The Met Gala, or The Oscars the same way that generations before them have; they’re engaging with pop culture via social media memes and digital activations (like Spotify Wrapped) because it gives them a way to share their voice and take part in trending conversations. (Quartz)