The science of Spotify Wrapped: the secrets of social success

Those who use social networks in the last week will certainly have come across Spotify Wrapped, the personal ranking of the most listened to songs, edited by one of the most important streaming platforms in the world. Spotify Wrapped is a resounding marketing success. On TikTok alone, the dedicated hashtag achieved nearly 60 million views in a week. But behind the sharing on social networks there is an extremely sophisticated mechanism that starts from our personal data and goes up to the classification of all the music in the world.