Whether you like Spotify or not, whether you like Spotify Wrapped or not, there's no doubting that it's become one of the most culturally relevant marketing campaigns of recent years. The usage of data, the personalisation, the shareability, and the hey-look-at-my-obscure-musical-tastes-how-cool-am-I showoffability are a perfect mixture for today's vertical image-happy generation. I myself have spent way too much time listening to melodic progressive metal.