Dr. Georgie Carroll, an Australian fan Engagement Expert, wrote on LinkedIn yesterday that “Spotify Wrapped learned a hard lesson today: data isn’t enough.”

Indeed.  The true value of data lies in the connections we find and the stories we tell. In the past, Spotify’s human curators would weave these narratives, aligning the recap with the cultural and musical zeitgeist, rather than just showcasing the Company’s technological prowess. 

For example, using the Musical Evolution Cards as a starting point, I delved into my journals, my last.fm profile, and my memories to piece together a narrative that was more than just a jumble of words and AI-generated podcasts.

I posted these cards to my IG story.

I’m a fan of NotebookLM and its potential as a research tool, but the podcast creation here was nothing more than a parlor trick. Until AI can approximate a lived experience that reflects and remixes what it has learned about me and finds something more profound, it is nothing more than soulless novelty.

I want two things from any recap of my content consumption: 

  1. A map of my year that might reveal something that I wouldn’t otherwise see or remember as it was happening
  2. Breadcrumbs that might inform where I should go next in my entertainment journey

Since its launch, Wrapped has been good at showing listeners where they sit in audience clusters on the service. It’s one of the reasons I lament the degradation of The “Sounds of Spotify” playlists over the last 12 months. In 2022 and 2023, Wrapped told me what genres I most enjoyed (with increasing nuance and specificity), and they had playlists that showcased the core sound, pulse, and outer bounds of those genres that I could dig into and follow. New and old music would funnel my way through those algorithmically driven curations and they had a strong hit rate for my ears.

They laid off the person who created Every Noise at Once, the algorithm that powers those playlists, right after Wrapped was released last year. So, 2024 Wrapped features none of those breadcrumbs that would have been generated by this lovingly managed cluster model. Instead, I turned to last.fm again to see if I could determine my preferred genres and subgenres. It’s not nearly the same, but we make do.

With a little effort, I can see that neo-soul, female vocalists, West Coast hip hop, Memphis hip hop, and electronic dance grooves were my genres of choice this year.

When I look to refine and expand my listening in 2025, jazz, including nu-jazz, alt-rnb, post-rock, and LA hip-hop, are subgenres I should explore further.

As tech companies in media trend towards investing in the promise of future tech over people with taste and a fundamental grounding in the living world, we must seek out the storytellers on our own.

I love data, and I love stories. Thanks to last.fm for allowing me to tell my own story independent of digital music platforms. They are not a sponsor of this post, but I have been a fan and a user for nearly 20 years.