The underlying neuroscience behind Spotify ‘Wrapped’
It’s that time of year again – Spotify‘s ‘Wrapped’ feature has become an end-of-year phenomenon, presenting a snapshot of our listening habits (on Spotify, at least) and offering artists an opportunity to gauge their level of penetration on the now-ubiquitous platform.
But what makes this feature so appealing? According to Future Proof Insights, a firm that specialises in combining neuroscience and consumer research, the answer lies ‘not just in the design or the library of music, but also in the circuitry and networks of our brain’.
“Spotify’s Wrapped feature is not just a feature but a neurocognitive adventure that resonates with us on multiple levels. It is an intriguing interplay of music, technology, and the human brain,” comments Jeison Parra Tijaro PhD., head of neuroscience, Future Proof Insights.
“The blend of personalisation, social connectivity, and introspection, is able to engage our brains in a cognitive experience that links to our desire for self-discovery and empathetic connections in the digital age.”
As Future Proof Insights explains, Spotify’s ‘Wrapped’ appeals to our brain’s tendency to be drawn to things that are personally relevant. Customising technological experiences not only grabs our attention but also involves important parts of the brain related to self-reflection and memory.
This involvement typically includes thinking about oneself and recalling memories, activating areas like the medial prefrontal cortex (mPFC), associated with self-referential thinking and memory. The ‘Wrapped’ feature’s presentation triggers the visual cortex and some midbrain activations, creating a complete emotional experience directly in the user’s brain.
“We spend a lot of our time at Future Proof investigating non-traditional experiences, to help clients understand why they are so impactful, allowing them to tap into the underlying principles of neuroscience, so that they can move the needle for their brands in meaningful ways,” adds Future Proof Insights MD Seán Higgins. “Spotify’s Wrapped contains a huge number of valuable insights into how you can drive consumer behaviour.”
Additionally, Spotify’s ‘Wrapped’ showcases a user’s preferences as an extension of ourselves. Sharing our ‘musical year’ with others goes beyond a social gesture; it holds deeper significance. Examining how this sharing triggers our mirror neuron system provides insights into the social dynamics of our digital interactions and the strong sense of belonging they can foster, Future Proof Insights says.
When we share something that mirrors our personal identity, such as our music tastes, and connect with others by understanding their choices, it activates the brain’s reward system and dopaminergic areas. This means that structures like the ventral striatum are engaged, as sharing becomes rewarding just like the music itself.
“With Wrapped, Spotify have cleverly achieved a deep level of connection with the user that reflects a person’s own identity, whilst also generating a desire for sharing,” says Higgins. “By understanding the neural mechanisms underpinning the Wrapped feature, brands can lean into these concepts in their own to drive connection with consumers, users, and shoppers.”
Elsewhere, Spotify’s ‘Wrapped’ also prompts introspection, emphasising the significance of the ‘default mode network’ (DMN) in our brains.
This introspective journey goes beyond just music; it’s a narrative of our identity and experiences woven throughout the year, with the music serving as the soundtrack that marks our neural pathways. The DMN is active when we engage in introspective activities like daydreaming, recalling memories, and contemplating the future.
According to Future Proof Insights, Spotify ‘Wrapped’ feature cleverly encourages users to reflect on their past experiences and preferences, reinforcing their musical identity and self-concept.
But is Spotify ‘Wrapped’ the best way to assess an artist’s success? Personally, we agree with Nick Halkes (see below). 😉
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