Like with Wrapped, people seized the opportunity to show off their music taste. It’s an app that integrates with Spotify to allow people to create festival-like posters of their top artists. Days before Wrapped was released, another graphic from Instafest began flooding social media. “We are committed to protecting our users’ personal data,” Batey says.īased on the popularity of Wrapped, many people may not want to opt out. Anyone who listens to at least five artists and 30 songs for at least 30 seconds gets a Wrapped. People can protect their data somewhat by turning on private listening mode and changing their settings to turn back tailored ads, but privacy experts have called on Spotify to do more.īatey says the company uses safeguards like “pseudonymization, encryption, access, and retention policies to guard against unauthorized access and unnecessary retention of personal data in our systems.” Spotify does not sell user data to third parties, but it does tend to store it for the duration an account exists. This isn’t just demographic data, but intel that spans users’ moods, tastes, and habits. Plus, all of that is valuable to advertisers. And it’s fascinating to know you were in the top 0.1 percent of Taylor Swift listeners (a major accomplishment among the Swiftie fan base), but it's a bit tiring to swipe through one Instagram story after another showing that someone you haven’t seen since college listened to the same Doja Cat song 150 times. Too many sad songs may suggest a listener is really going through it. But a graphic showing that someone played “We Don’t Talk About Bruno” 120 times may indicate the user has a child. The music we listen to might not seem like intimate, personal data. “I think this is going to stick until Spotify isn’t a thing anymore.” “People like being able to show who they are through what they experience,” says Barletta. But it felt like a copy of Wrapped, which has cornered the market as a yearly highlight. Its grip on music lovers seemed even tighter when both YouTube and Apple launched their own Wrapped-like features- Recap and Replay, respectively- on Tuesday, only to be overshadowed by Spotify Wrapped the very next day.īryan Barletta of Sounds Profitable, a media outlet that covers the business of podcasting, says he left Spotify for Apple Music, so his data was delivered in Recap this year. But if you’re on Twitter or Instagram when Spotify Wrapped drops, you’d think it had even more of a stranglehold on listeners. And as the globe’s dominant music streamer, Spotify controls slightly less than one-third of the marketplace.
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