Streaming has seen the playlist surpass the album in how people choose to listen to music, and Spotify is staying ahead of the game with Discover Weekly, which tailors tracks to each user to make exploration effortless. But how personal can an algorithm-made playlist really be?

Spotify’s 30-song strong Discover Weekly playlist has turned into a musical addiction for millions of listeners. Launched roughly a year ago, the algorithm-based selections have become a huge success among listeners, inspiring a Monday morning ritual in turn.

With the arrival of Apple Music, continued growth of Spotify, and a vinyl revival, it’s clear that the music business is in a state of flux. So how will the way we find, play and share music change in the future? In the first of two reports we see how Spotify and vinyl are shaping the industry.

Spotify boasts over 100 million users, who generate masses of data each day. For the ‘It’s Been Weird’ campaign, the streaming service has used this information to weave narratives around people’s listening habits, exposing their guilty pleasures and secret, themed playlists on billboards.