The end of the year is a time for reflection, New Years resolution planning (as far as anyone can plan ahead in these pandemic days), and of course, Spotify Wrapped. At the beginning of December each year, we’re treated to a retrospective of the music and podcasts we listened to through our favorite audio app.

While I’m sure Spotify Wrapped itself doesn’t need any introduction to anyone reading this (unless you’re my mom, in which case: Hi! I love you!), I think its importance to the Spotify brand and experience cannot be understated. I’m a sucker for these kinds of digital mirrors to myself and my behaviors regardless, but it takes on a new meaning when the subject matter is something as personal and meaningful as what I choose to pump into my ears on a daily basis.

In fact, I’m confident in saying Spotify Wrapped is one of the main reasons why I’m a proud Spotify subscriber and why I don’t give Apple Music the time of day. I’ve always appreciated the curated playlists that Spotify offers, whether automated like Discovery Weekly or actually curated like some of their other playlists (“golden hour” is my current favorite at time of writing). This personalized review of music at the end of the year is an event I’ve come to look forward to and expect.

Some may view something like this as trivial or just a fun thing to post each year, but others might find incredibly insightful. Looking at my own, I see some surprises among the expected. I must have really had a moment with CHVRCHES’ “Death Stranding,” and it reminds me how much I was thinking of Death Stranding the video game at the beginning of 2020. The song itself, which I’d recommend a listen to regardless of if you know its source material, takes on a prophetic new meaning in our COVID world than it did when I was listening in January and February. In that way, that song now in retrospect is also an unexpected and somber reminder to me of the world we had just 10 months ago at time of writing. I much expected Gorillaz to be higher on my list in both Top Artist and Top Songs category, as I lived for the release of each new Song Machine EP release throughout the year. “Song Machine Episode 3” was my favorite, with primary song “Aries (feat. Peter Hook and Georgia)” being a particular obsession.

It’s this kind of experience that every brand should strive for: personalized and meaningful for its audience. Here’s to the 2021 Spotify Wrapped 12 long months from now.