--- title: Spotify Wrapped's Sound Towns, Explained description: The Spotify Wrapped 2023 results have gone viral, with many users reacting to a new feature that matches listeners with a “Sound Town." canonical: https://time.com/6340986/spotify-wrapped-sound-towns-explained/ author: Mallory Moench article:opinion: false article:content_tier: free article:published_time: 2023-11-30T13:18:03.000Z article:modified_time: 2023-12-01T16:39:17.000Z article:section: Entertainment og:title: A Breakdown of Spotify Wrapped's Suggested Sound Towns og:description: The Spotify Wrapped 2023 results have gone viral, with many users reacting to the "Sound Town" matches. og:url: https://time.com/6340986/spotify-wrapped-sound-towns-explained/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte0964612ccd5f282/698a42d316d8845101c3c872/spotify-wrapped.jpg?branch=production&width=2400&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: In this photo illustration a Spotify logo seen displayed on og:type: article twitter:card: summary_large_image twitter:title: A Breakdown of Spotify Wrapped's Suggested Sound Towns twitter:description: The Spotify Wrapped 2023 results have gone viral, with many users reacting to the "Sound Town" matches. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte0964612ccd5f282/698a42d316d8845101c3c872/spotify-wrapped.jpg?branch=production&width=2400&quality=75&auto=webp&crop=16:9 ---  # A Breakdown of Spotify Wrapped's Suggested Sound Towns > Sponsored content. 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Updated: Dec 1, 2023 4:39 PM UTCPublished: Nov 30, 2023 1:18 PM UTC  Spotify Wrapped went viral after its release on Nov. 29, 2023, with users of the global streaming giant reacting to a new feature that matches a listener with a “Sound Town.” Spotify Wrapped went viral after its release on Nov. 29, 2023, with users of the global streaming giant reacting to a new feature that matches a listener with a “Sound Town.”Mateusz Slodkowski, SOPA Images, LightRocket—Getty Images by [Mallory Moench](https://time.com/author/mallory-moench/) ## Mallory Moench Moench was a reporter for TIME, based in the London bureau. Updated: Dec 1, 2023 4:39 PM UTCPublished: Nov 30, 2023 1:18 PM UTC The annual [much-hyped Spotify Wrapped was released worldwide on ](https://time.com/6340656/spotify-wrapped-guide-2023/)Wednesday and soon went viral on social media, with users of the global streaming giant reacting to a new feature where the company matches a listener with a “Sound Town” based on their favorite music. The end-of-the-year phenomenon is hugely popular: The[ company has more](https://newsroom.spotify.com/company-info/) than 574 million users, and on Thursday morning, [Spotify was the top trend on X (formerly Twitter),](https://twitter.com/explore/tabs/trending) with more than four million posts. What generated the most buzz online this year were Spotify’s new “Sound Towns.” More than 1,300 cities across the globe were Sound Towns, Spotify told TIME in an email. The Sound Town selected for each eligible user has the most similar taste profile to their own, based on their most streamed artists of the year and how much those artists are streamed in other cities, the company said. The concept is “objective and entirely driven by a user’s listening history” and available to all users who have at least three top artists who over-index in a particular city, the streaming service added. The city of San Luis Obispo, Calif. paired with 0.8% of listeners. While this was [initially quoted by NBC News](https://www.nbcnews.com/pop-culture/spotify-wrapped-sound-towns-reactions-burlington-vermont-rcna127257) as being the city with the most matches, Spotify has since addressed those figures. "While 0.8% of fans will receive San Luis Obispo, CA as their Sound Town, it is not necessarily the city with the most matches," the digital music service told TIME via email. ### More From TIME Even so, the small city along the central California coast has been celebrating its mention. The San Luis Obispo government [responded via social media ](https://x.com/City%5Fof%5FSLO/status/1730030703843418439?s=20)with delight, saying the city was trending because it listens to an “eclectic mix of music.” The district’s U.S. representative Salud Carbajal also joked that he and the city’s mayor were “[getting a lot of new constituents today”](https://twitter.com/RepCarbajal/status/1729997979128303873?s=20) and welcomed Spotify users to the “beautiful Sound Town.” > [](https://twitter.com/City%5Fof%5FSLO/status/1730030703843418439?s=20) Social media users also noticed the popularity of three other American cities—Burlington, Vt., Cambridge, Mass. and Berkeley, Calif.—and the sexual orientation of Spotify listeners getting matched with them. Online [LGBTQ publication Them](https://www.them.us/story/spotify-wrapped-sound-town-burlington-berkeley-cambridge-you-may-be-gay) noticed many people who identify as queer had been paired with the three college towns. One social media user quipped that “[Spotify is trying to make a gay commune in Berkeley,](https://twitter.com/brokebackstan/status/1729880433326973270?ref%5Fsrc=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1729880433326973270%7Ctwgr%5Ea35afe99602bbcb3ec81c49de08265995a831ae6%7Ctwcon%5Es1%5Fc10&ref%5Furl=https%3A%2F%2Fapi.time.com%2Fwp-admin%2Fpost.php%3Fpost%3D6340986action%3Dedit) a lesbian commune in Burlington, and a bisexual commune in Cambridge.” Another commented that [Spotify Wrapped was the new “are you gay?”](https://twitter.com/ahhhhhhhimgay/status/1730039179994636685?ref%5Fsrc=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1730039179994636685%7Ctwgr%5E0d1094daeb78d6e420e87f8b7f473d571e282533%7Ctwcon%5Es1%5Fc10&ref%5Furl=https%3A%2F%2Fapi.time.com%2Fwp-admin%2Fpost.php%3Fpost%3D6340986action%3Dedit) quiz online, [popularized by Buzzfeed and others.](https://www.buzzfeed.com/tomphillips/how-gay-are-you) Spotify even acknowledged the focus on the three towns with a [post on X ](https://x.com/Spotify/status/1729912929636561002?s=20)calling out “hey besties” to the cities of Burlington, Berkeley and Cambridge. Some of the cities’ leaders responded, with Cambridge Mayor Sumbul Siddiqui [asking her followers ](https://x.com/MayorSiddiqui/status/1729974712309092493?s=20)what they thought of Spotify Wrapped’s playlist for the city. City spokesperson Jeremy Warnick told TIME in an email that they were excited to see Cambridge among the most popular sound towns. Music is an integral part of the city's culture, identity and vibrancy, he said, and Cambridge has a long history of supporting independent music venues and local artists. Musicians like Taylor Swift, Charli XCX, boygenius, Gracie Abrams and Phoebe Bridgers, who matched with the Sound Town, “perfectly encapsulate the creative, progressive spirit of Cambridge,” he said. “Our city values self-expression, inclusion, and innovation—the very qualities embodied by these musical trailblazers,” he said. Some social media users joked that the [cities’ tourism boards had worked with Spotify](https://twitter.com/biettetimmons/status/1729904286526578811) to boost their profiles. Burlington City Arts communications director John Flanagan told TIME in an email that Spotify didn’t reach out to Burlington ahead of the Spotify Wrapped results being released and the city didn’t know it would be so prominently included. The popularity has “been fun” and “we're glad our City is being so publicly recognized for our diverse and passionate commitment to arts and music,” Flanagan said. Burlington and Vermont are home to many artists and musicians and City Arts has supported the community for decades. Flanagan said he’d heard of so many different listening styles landing Spotify users in Burlington—from King Gizzard and the Lizard Wizard to Bad Bunny—which he thought was very “Burlingtonian” in itself. “We are an eclectic city that takes pride in considering all tastes and interests,” he said. “There has been an especially strong association with artists who identify as queer, which is also spot-on. Burlington is an incredibly supportive and loving community.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/6340986/spotify-wrapped-sound-towns-explained/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/6340986/spotify-wrapped-sound-towns-explained/"},"headline":"A Breakdown of Spotify Wrapped's Suggested Sound Towns","datePublished":"2023-11-30T13:18:03.000Z","dateModified":"2023-12-01T16:39:17.000Z","description":"The Spotify Wrapped 2023 results have gone viral, with many users reacting to a new feature that matches listeners with a “Sound Town.\"","url":"https://time.com/6340986/spotify-wrapped-sound-towns-explained/","keywords":["Music","News Desk"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blte0964612ccd5f282/698a42d316d8845101c3c872/spotify-wrapped.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Mallory Moench","jobTitle":"Moench was a reporter for TIME, based in the London bureau.","url":"https://time.com/author/mallory-moench/"}],"articleSection":"Entertainment","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blte0964612ccd5f282/698a42d316d8845101c3c872/spotify-wrapped.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"In this photo illustration a Spotify logo seen displayed on","caption":"In this photo illustration a Spotify logo seen displayed on","creditText":"Mateusz Slodkowski, SOPA Images, LightRocket—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/entertainment/","name":"Entertainment"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/music/","name":"Music"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/6340986/spotify-wrapped-sound-towns-explained/","name":"A Breakdown of Spotify Wrapped's Suggested Sound Towns"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"The Pogues’ Frontman Shane MacGowan Dies at 65","description":"Shane MacGowan, the singer-songwriter and frontman of “Celtic Punk” band The Pogues, best known for the Christmas ballad “Fairytale of New York,” died Thursday, his family said. 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