![]() “We want to be very careful about how we tell our data stories. Spotify is keenly aware of these issues, at least. They want it to become normalized that all of your viewing and streaming habits are recorded and analyzed.” “They definitely promote a surveillance culture. “These sorts of ads speak to larger issues of these business models,” says Christine Bannan, consumer protection counsel at the nonprofit Electronic Privacy Information Center. And that was before the Cambridge Analytica scandal brought data privacy concerns to the forefront. Data-driven advertising isn’t without controversy, which Netflix learned last year when it appeared to shame one of its users for streaming The Christmas Prince on repeat. It’s here that your privacy hackles might start to rise. “This year, we’re treating it less like a campaign and more almost like an editorial platform, for us to come out with our totally distinctive voice and let people have a moment of celebration, laughter, and levity at the end of a long year.” “In previous years we were building up the campaign,” says Alex Bodman, Spotify’s global creative director. ![]() ( Prominently as in the middle of Times Square.) And at a time when data privacy has become top of mind, Spotify is encouraging people to go public its “Overshared” initiative will prominently display the year-end stats of select users who voluntarily submit them. ![]() While previous iterations were themed-2016’s mantra was “It’s been weird” last year centered on “Goals”-this year forgoes a unifying thread. Podcasts are in, reflecting the platform’s broader push to encompass all things spoken word. The Spotify Wrapped campaign, in which ubiquitous billboards highlight unusual or unexpected stats from the company's user base, enters its third year with a few adjustments. Into that breach steps Spotify, which on Tuesday continued its now annual tradition of finding some levity among its users’ listening habits. There’s Gritty, sure, but what else? Climate change rages. For many, the year 2018 has held precious few highlights.
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