The “Wrapped” feature from Spotify, a highlight for millions of users at the end of each year, has generated excitement ever since it launched in 2015. It analyzes users’ annual listening habits and has become a status symbol among music fans, according to coverage by the likes of NPR and Cosmopolitan.
As Spotify’s Wrapped feature has gained popularity, some users are looking for deeper insights into their listening habits. They are increasingly interested in tools that would provide a more extensive overview of their music history, beyond just the top songs and artists. Many users are turning to AI to analyze their data more thoroughly, hoping to discover emotional patterns and understand how music reflects their moods over time.
With the integration of AI, users could potentially track the impact of their listening choices on their lives, and make informed adjustments to cope with stress and significant life events. There is also the possibility of developing AI tools that allow users to compare their listening habits with friends, creating opportunities for fun analysis and discussion.
In pursuit of these innovative insights, over 18,000 Spotify users have joined a collective called “Unwrapped,” launched in February. This platform enables users to pool their data and monetize it. By voting collectively through the decentralized data platform Vana, they can elect to sell their dataset to developers aiming to build AI tools that offer fresh perspectives on streaming data, insights that Spotify may not provide.
In June, Unwrapped made its first data sale, where 99.5% of the members voted in favor of selling. The collective sold a fraction of its data concerning users’ artist preferences for $55,000. Each participant received approximately $5 in cryptocurrency tokens, a payout that Unwrapped co-founder Anna Kazlauskas admitted was not significant but still illustrated that their data held value. Kazlauskas highlighted that a single Spotify user is unlikely to sell their data individually; thus, a collective approach enhances their bargaining power.
Spotify’s response to Unwrapped has been far from supportive. The company has expressed concerns regarding the collective’s name, which closely mirrors its own “Wrapped” feature, and argued that it infringes on their trademark. Furthermore, Spotify claims that Unwrapped violates its developer policy, which prohibits the use of Spotify data in building machine learning or AI tools. They emphasize users’ privacy rights but assert that customer data should not be collected or sold without consent.
Spotify’s spokesperson stated: “All of our users can receive a copy of their personal data to use as they see fit,” but added that UnwrappedData.org is violating their terms by allowing the sale of streaming data. While Spotify has reportedly attempted to halt the activities of Unwrapped, the team claimed they had not received any direct communication from Spotify regarding the issue. They maintain that their mission is to protect users’ rights to access and control their data, asserting that they do not interfere with Spotify’s business operations.
The developers of Unwrapped emphasized that their platform helps users exercise rights acknowledged under various data protection laws. By allowing listeners to monetize their own data collectively, they argue they are not taking from Spotify but enabling self-determination regarding their own information. Digital rights advocate Jacob Hoffman-Andrews from the Electronic Frontier Foundation echoes this sentiment, suggesting that while data-dividend models could be problematic, listeners must retain control over their own data.
According to Hoffman-Andrews, the musical history of individuals is valuable and not just for Spotify; it is also significant for the users who generate that data. He pointed out existing platforms like Last.fm as examples that enable data portability beyond the constraints imposed by larger companies. Ultimately, Hoffman-Andrews believes that listeners should decide how their data is used.
Unwrapped’s developers have expressed concerns regarding Spotify’s attempts to restrict users’ rights. They argue that any punitive actions taken by Spotify against users exercising their data rights would create a chilling effect, suggesting that Spotify is attempting to assert ownership over user data instead of recognizing the rights of its users. The Unwrapped team aims to provide a decentralized system that embodies values of transparency, fairness, and innovation in the digital age.
With the growing demand for Unwrapped services, developers have claimed that Spotify’s operations have made it difficult for users to transfer their data. Kazlauskas alleged that Spotify has interfered whenever an efficient method for users to access their data is initiated, presenting ongoing challenges to new sign-ups.
Currently, Unwrapped is limited to adding roughly 300 users daily due to this data access complexity, though an upcoming update aims to stabilize transferring processes and provide a more seamless experience for users wishing to sell their data.
Despite facing criticism regarding their potential reach, Kazlauskas hopes that Unwrapped will lead to a cultural shift, helping users recognize the commercial value in their data ownership. She supports legislative efforts like Utah’s Digital Choice Act, which mandates real-time API access for user data, believing such laws would simplify processes for platforms like Unwrapped.
Even amidst regulatory changes, Kazlauskas has noted the challenges posed by Big Tech. These companies, she argues, wield substantial lobbying power to maintain control over user data and limit decentralized movements. As Vana partners with Flower AI, striving to disrupt the AI industry, she remains committed to the vision of user-centered progress—one that steers clear of a future where tech giants manipulate user behaviors through constant surveillance.
Kazlauskas described her concerns about an AI landscape wholly controlled by one company as dystopian, expressing hopes that decentralized AI could instead empower users and communities through collective action and shared technology. As they push for recognition and respect of user data ownership, the developers of Unwrapped are fostering a new narrative surrounding data and digital rights in the evolving internet era.
image source from：arstechnica
