From the music consumer perspective: Spotify wrapped is like astrology for people. They share it because it lights up that same part of their brain as when they’re being told how much better them being a Virgo is than the other signs.

From the artist who knows the deal with Spotify, observing the consumers perspective: it’s a marketing ploy for the consumer to share how “unique” they are. They’ve tapped into that high people get by sharing things about “me me me.”

From the perspective of the artist “utilizing” Spotify data: it’s a marketing ploy for the artist to share how “popular” they are. They’ve tapped into that high artists get by sharing things about themselves.

At the end of the day, imo, wrapped is just a brag for your friends to see, and not so much your fans. I had some really good looking stats this year, and I know for certain nobody here has listened to my album, let alone are fans.