Ep.325 How Spotify Turned User Data Into a Global Holiday

Every December, your feed turns neon—minutes listened, top artists, 2 a.m. songs on repeat. Spotify Wrapped isn’t an ad. It’s a ritual. The company took the driest data imaginable—usage logs—and turned them into you-shaped stories. Loud colors, vertical cards, meme-ready lines. Before PR even made a call, millions of users were doing the marketing for them. Behind the confetti is pure business logic. Personalized recaps drive retention. Easy share buttons drive acquisition. Artists get their ...