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It’s that time of the year again—yes, the end of it—when we are supposed to look back at the past 12 months and act like it all made sense. The media produce rankings. Time announces its person of the year. Texas Monthly designates its Bum Steer. And tech companies deliver retrospectives derived from harvested user data to tell each of us more about, well, ourselves. Since 2015, Spotify has refined its own recap of users’ behavior, Spotify Wrapped, into a viral phenomenon, leading to huge increases in revenue. Last year’s launch appears to have boosted its Q4 app downloads by 21%. The Swedish streaming service has won praise for the irresistible elegance of Wrapped’s graphic design but has also caught flack for having produced what others term (shockingly!) a marketing ploy meant to garner more users across social media platforms.  Spotify Wrapped