𝗦𝗽𝗼𝘁𝗶𝗳𝘆 𝗪𝗿𝗮𝗽𝗽𝗲𝗱 𝘀𝘂𝗰𝗸𝗲𝗱 𝘁𝗵𝗶𝘀 𝘆𝗲𝗮𝗿.
And I don’t think that’s a reflection on the Spotify team.
It’s a reflection of the Spotify team 𝘮𝘪𝘴𝘴𝘪𝘯𝘨 this year.
Spotify has cut 𝟭𝟳% of its workforce since the last 'Wrapped'.
That’s 𝟭,𝟱𝟬𝟬 𝗳𝗲𝘄𝗲𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀, 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀, 𝗱𝗮𝘁𝗮 𝗮𝗻𝗮𝗹𝘆𝘀𝘁𝘀 and the very people who turn Wrapped from a data dump into an annual cultural moment.
So, it’s no surprise this year’s Wrapped is being dubbed “𝘵𝘩𝘦 𝘸𝘰𝘳𝘴𝘵 𝘦𝘷𝘦𝘳.”
Not just by media outlets, but by the users who eagerly awaited its release.
We got:
• A late launch.
• A Wrapped that somehow felt both rushed 𝘢𝘯𝘥 dragged out.
• None of the fun, shareable insights we’ve come to love and expect.
Why?
Wrapped has always been about data—but it’s the 𝘩𝘶𝘮𝘢𝘯 𝘵𝘰𝘶𝘤𝘩 that made it iconic.
When you cut the workforce that transforms raw stats into compelling stories, you’re left with something that feels…flat.
This year’s Wrapped wasn’t bad. It’s just that we 𝘬𝘯𝘰𝘸 that that 17% more exists - and its the 𝗯𝗲𝘀𝘁 part!
And maybe that’s the real lesson here: Data and AI are powerful tools, but they’re not the whole story. The magic happens when humans bring 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, 𝗰𝗼𝗻𝘁𝗲𝘅𝘁, and 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 to the table.
Spotify won’t lose users over this, but it’s an interesting case study for anyone trying to leverage data and AI to engage their audience.
