Every year, Spotify Wrapped becomes a social phenomenon, giving a flashback of the year that has been and how you have grown, but with a twist – through the music you have listened to. While Spotify has recently discontinued ascribing a specific listener type since 2024, this article analyses Spotify’s listening personalities with the 16 Personality Factors (16PF) model. The Sixteen Personality Factor Questionnaire, or 16PF by Raymond Cattell, is a self-report personality test that helps uncover central dimensions within the normal personality sphere.
Through the lens of Cattell’s 16 Personality Factors, Spotify Wrapped transforms from an annual music recap into a study of individual traits expressed through their music preferences. In this article, the author has identified the four classifications used by Spotify until last year, these included:
a. Familiarity (f) vs Exploration (e): Do you mostly listen to your favourite artist(s) over and over (f), or do you experiment with a lot of new artists (e)?
· Familiarity: Those who prefer to listen to familiar tracks, artists or genres.
· Exploration: Those who enjoy discovering new music; the connoisseurs.
b. Loyalty (l) vs Variety (v): Do you find yourself going back to the same tracks and playing them on repeat (l), or do you spin through a lot of music before repeating (v)?
· Loyalty: Listeners who replay the same tracks and albums.
· Variety: Those who like to re-fashion their playlists like a wardrobe, barely listening to the same song twice.
c. Timelessness (t) vs Newness (n): Do you listen to brand new music right when it comes out (n), or do you wander the vast catalogue of all the music ever made (t)?
· Timelessness: Fans of classics that have stood the ravages of time.
· Newness: Fans who keep up with the latest music and always search for fresh sounds.
d. Commonality (c) vs Uniqueness (u): Do you listen to popular artists along with millions of fellow fans (c), or do you look for someone less well-known (u)?
· Commonality: People who prefer popular among masses tracks.
· Uniqueness: These individuals seek lesser-known artists and underground genres.
By applying these dimensions to Spotify’s listener types, we can explore different personas that reflect varying approaches to music and, by extension, personality traits. For this research, based on these four aspects, Spotify’s listening personalities were examined through the traits of each personality factor in Cattell’s model.
1) The Adventurer (Openness to Change): Individuals characterized by high scores on the Openness to Change factor, particularly in the experimenting facet, exhibit a strong inclination towards exploration, change and novelty. Like Indiana Jones (played by Harrison Ford) from the Indiana Jones series, they explore uncharted territories. They are likely to score high on both Exploration and Newness dimensions, constantly seeking out new artists, genres, and sounds. Their musical journey is characterized by listening to unknown sounds, ranking high on traits like exploration, newness, variety, and uniqueness.
2) The Early Adopter (Experimenting: Openness to Change): Closely aligned with the Adventurer, the “Early Adopter” demonstrates a strong inclination towards the experimenting facet of openness to change. These individuals are highly receptive to new trends and readily embrace emerging artists and musical styles, always seeking out the “next big thing,” like Carrie Bradshaw (played by Sarah Jessica Parker) from Sex and the City. Driven by exploration, newness, variety, and commonality, they are curious and consistently looking forward to seeking new experiences and are likely to score high on both newness and commonality, often aligning their musical preferences with the prevailing trends and popular culture. If a song is trending, they are on it.
3) The Deep Diver (Abstractedness): Razor-sharp wit, keen observation, and a touch of bizarre sounds like Sherlock (played by Benedict Cumberbatch) from Sherlock Holmes, right? Individuals scoring high on Abstractedness tend to exhibit deep engagement with their interests. The “Deep Diver” exemplifies this trait by immersing themselves completely in the music of their chosen artists, focusing on intricate details like abstract thinkers. When you love an artist, you dive deep into their catalogues, taking in all the sights and sounds you discover. They explore entire discographies, analyze lyrics, and delve into the nuances of the artist's creative process. This deep engagement reflects a profound interest in the artistic and intellectual dimensions of the musical experience, imparting them traits of familiarity, timelessness, variety and uniqueness.
4) The Devotee (Perfectionism): The “Devotee” aligns with individuals scoring high on Perfectionism. When you love an artist, you really love them. You are the kind of fan who knows all the words to the hits, the deep cuts, and every song in between. You never know if you are a twin flam of Eleven (played by Millie Bobby Brown) from Stranger Things. This personality factor is characterized by a strong drive for mastery and a deep commitment to chosen pursuits. The Devotee demonstrates this through an intense focus on a select group of artists, developing an intimate knowledge of their work and actively participating in their fan communities rich in family, news, loyalty, and uniqueness.
5) The Replayer (Rule-Consciousness): Individuals scoring high on rule-consciousness tend towards order, structure, and predictability. The “Replayer” reflects this by demonstrating a strong preference for familiar music, finding comfort and stability in repeatedly listening to their favourite tracks and albums. They prefer routine and familiar patterns, mirroring those who adhere to structure and tradition. This consistent pattern in their musical consumption aligns with their need for predictability and routine. Hi there, fellow comfort listener; it is not sorcery anymore that you stick with the songs and artists you like, ranking highly on familiarity, timelessness, loyalty, and uniqueness. Ted Mosby (played by Josh Radnor) from How I Met Your Mother also finds comfort in routine and familiar patterns, often revisiting past experiences and clinging to cherished memories. It’s something about them.
6) The Connoisseur (Sensitivity): Connoisseurs’ refined taste and attention to quality resemble sensitive individuals who value aesthetic experiences. They appreciate the artistry and craftsmanship of music, seeking out nuanced sounds and intricate arrangements. This listener type aligns with Sensitivity, a trait associated with emotional expressiveness and appreciation for beauty and aesthetics. The Connoisseur values the artistic merit of music and seeks out high-quality and refined musical experiences. So does Lorelai Gilmore (played by Lauren Graham) from Gilmore Girls appreciate witty banter, pop culture references, and a good cup of coffee – all qualities of well-crafted music.
7) The Maverick (Self-Reliance): You know who you are as a listener while everyone’s bathing in the mainstream, and you are frolicking in that sidestream. Mavericks stand apart from the crowd, mirroring self-reliant individuals who prefer independence. They forge their unique musical path, embracing independent artists, exploring obscure genres, and developing distinctive tastes. They are not swayed by popular trends, instead relying on their own intuition and judgment to curate their musical experiences. This profile aligns with Self-Reliance, indicating a preference for exploration and independence. The Maverick carves their own musical identity, defying mainstream trends and embracing their unique musical tastes. How can you forget Alia Bhatt in Highway, who played the role of Veera, a young woman who breaks free from her constrained life and finds solace in the freedom of the open road?
8) The Fan Clubber (Warmth): Fan Clubbers’ loyalty and dedication echo warmth, characterized by strong attachment to others. Did you forget Geet (played by Kareena Kapoor Khan) from Jab We Met, whose infectious energy and zest for life are highly contagious? She embodies a carefree spirit and a love for music that draws people in, making her a magnetic personality. Such individuals are deeply connected to their favourite artists, expressing their support through attending concerts, purchasing merchandise, and actively engaging with the artist’s community. You are the type of fan that artists dream of. When you love an artist, you support them with full heart. This listener type aligns with Warmth, indicating a personality characterized by empathy, affection, and strong interpersonal connections built on familiarity, variety, and commonality. The Fan Clubber demonstrates a deep emotional connection with their favourite artists, enthusiastically expressing their support and admiration.
9) The Top Charter (Conformity): Top Charters’ preference for mainstream hits aligns with individuals who follow social norms and popular trends. They enjoy the shared experience of listening to popular music, connecting with the broader cultural landscape through their musical preferences. You love a hit song – the kind of track everyone knows the words to. If the music is climbing the charts, you are sure to have it blasting. High on Group Adherence, the top charter tends to conform to social norms and values. They enjoy well-explored, widely popular, timeless, and accepted music, reflecting a desire to connect with the broader cultural landscape. Loyalty and commonality are very compromising factors for these listeners’ personalities. One of my personal favourites, Jim Halpert (played by John Burke Krasinski) from The Office, a pop culture enthusiast, enjoys the latest movies, TV shows, and music.
10) The Enthusiast (Liveliness): “Shanaya Shanaya…” rings a bell? Yes, Shanaya Singhania (played by Alia Bhatt) from Student of the Year, with her swoon-worthy and bubbly personality, embodies a zest for life with the spirit of an enthusiast. She’s always up for a goof time, enjoys the company of friends, and actively participates in social events, much like an enthusiast exuding excitement and energy, like lively individuals who are animated and enthusiastic. They are passionate about music, actively engaging with new releases, attending concerts, and sharing their musical discoveries with others. You are a super fan. When your favourite artist releases new music, you are among the first to know, going above and beyond to show your support. This listener type aligns with Liveliness, indicating a personality characterized by familiarity, newness, loyalty, commonality, energy, excitement, and enthusiasm. The Enthusiast demonstrates high engagement and excitement in their music consumption, actively participating in the fan community and expressing their passion for their favourite artists.
11) The Time Traveler (Openness to Change): Time Travelers explore music across eras, appreciating the history and evolution of unconventional musical genres. They delve into archives, discover forgotten gems, and trace the influences that have shaped contemporary music. This openness to change suggests a personality that embraces novelty. The Time Traveler demonstrates a curiosity for musical history and a willingness to explore music beyond current trends. You seek out music that’s new to you, regardless of whether it’s new to the rest of the world, which ranks you high on traits like exploration, timelessness, variety, and uniqueness. If you are one, you definitely are head over heels for Ranveer Singh’s character, Murad, in Gully Boy, who, initially confined by his societal circumstances, ultimately discovers a new world of expression through hip-hop music. He essentially “time travels” into a different cultural and artistic realm, exploring a new language and a way of life.
11) The Musicologist (Intelligence): Musicologists focus on music’s technical and intellectual aspects, appreciating its artistry and historical significance. They analyze musical structures, study the lives and works of composers, and engage in critical listening, appreciating the nuances and complexities of musical expression. That is why Mr. Deewan (played by Amitabh Bachchan) in Black struck a chord with me, where he plays a renowned musician who loses his sight, but continues to connect with music on a profound level. He demonstrates a deep appreciation for the artistry and emotional depth of music. This listener type aligns with Intelligence, indicating strong analytical and intellectual abilities. The Musicologist deeply appreciates music’s technical and intellectual aspects, analyzing its structure, history, and artistic merit. Exploration, timelessness, variety, and commonality come naturally to you, a buff of the beasts. An aficionado of sound. You’re in tune with music’s past and present, gravitating towards songs that stand the test of time.
12) The Nomad (Social Boldness): Nomads’ willingness to explore diverse genres reflects socially bold individuals who embrace new interactions and experiences. If you resonate with this listener type, you are the sonic explorer, venturing across musical landscapes, embracing the unfamiliar, and listening far and wide, but once you find a song or artist you love, it’s with you always. Kind of like a musical souvenir. Just like Imran Qureshi (played by Farhan Akhtar) fromZindagi Na Milegi Dobara, they may gravitate towards world music, obscure indie bands, or any genre that challenges their musical horizons. While their listening habits may be eclectic, they often develop deep connections with the music they discover, cherishing these musical encounters as unique and personal experiences. This adventurous spirit aligns with Social Boldness, a personality trait characterized by outgoingness, assertiveness, and a willingness to engage with new people and experiences.
13) The Voyager (Openness to Change): Voyagers’ expansive musical journeys align with those who thrive on exploring different ideas and perspectives. They embody this trait by embarking on expansive musical journeys, exploring diverse genres, and embracing musical influences worldwide. If your ship is sailing in the ocean of exploration, newness, loyalty and commonality, too, you subscribe to expand your world through sound; you are like a musical globetrotter. Or a music-filled blowfish. Your call. So was he, Kabir Thapar (played by Ranbir Kapoor) in Yeh Jawaani Hai Deewani, a free-spirited traveller, constantly seeking out new adventures and experiences; “mai udna chahta hun, daudna chahta hun. Girna bhi chahta hun. Bas, rukna nahi chahta” (translation: “I want to fly, I want to run, I also want to fall, but I never want to stop”), and off he took a flight to never look back again.
14) The Jukeboxer (Warmth and Liveliness): Mama Mia, here I go again… Donna Sheridan (played by Meryl Streep) is back again with her Jukeboxer music personality, the life of the party, always ready to sing and dance. Her infectious energy and love for music are central to the film, and she brings joy and laughter to everyone around her. Similarly, individuals scoring high on Warmth and Liveliness are characterized by energy, enthusiasm, and a strong desire for social interaction. You don’t have one favourite song; you have many. And you love listening to them all, excited to queue up what’s next. The “Jukeboxer” reflects this by finding joy in sharing music with others, creating lively musical experiences, establishing familiarity and fostering a sense of community through shared musical enjoyment. Their musical journey is deeply intertwined with their social life, enriching their interactions with others and fostering a sense of connection.
15) The Specialist (Vigilance): Individuals scoring high on Vigilance are characterized by a discerning and cautious approach to decision-making. The “Specialist” on your Wrapped reflects this as you carefully curate your musical experiences, selectively choosing artists and genres that resonate deeply. While your musical tastes may be refined and selective, you demonstrate unquestionable loyalty to the artists you follow, investing deeply in their work and supporting their careers. If you are a vigilante, you might agree to be selective with the music and artists you listen to, but you have lots of love to go around. Once you decide you like an artist, you are all in. That is why family, news, variety, and uniqueness follow you. We all agree this is a Carrie Bradshaw-type personality, the shaw-ty from Sex and the City. With her discerning taste in fashion, food, and men, Carrie carefully curates her life and experiences. She knows exactly what she likes and isn't afraid to express her opinions, much like the “Specialist” listener who develops a refined and selective taste in music.
Given that Spotify Wrapped has evolved and continues to shift in response to user behaviour and preferences, the future of musical identity within the context of streaming platforms holds exciting possibilities. Advancements in artificial intelligence, coupled with sophisticated music recommendation algorithms, could further refine our understanding of listener profiles. These algorithms could identify more nuanced personality-driven listening patterns, offering personalized recommendations beyond simple genre classifications. Furthermore, increased user customization options, such as personalized mood boards or emotional tagging features, could allow users to actively shape their musical experiences and better understand the emotional impact of different listening habits.
