Spotify’s patented technology is an example of how Adorno and Horkheimer’s con-cept ‘irrational regress’ is inherent to surveillance capitalism. The data collected through Spotify’s new patented voice recognition technology may be legal according to the GDPR and Human Rights Declaration, however, ethical concerns arise. The data collected through this technology has the potential for manipulation and exploitation, as well as producing and upholding existing asymmetrical power structures which turn individuals into data sub-jects. Knowledge of the issues this presents is crucial for collective action which is deemed neces-sary to change current social reality. This paper presents a critical examination of Spotify’s new patent titled ‘Identification of taste attributes from an audio signal’ and their product ‘Car Thing’. It will provide a general introduc-tion to the voice and its embodied characteristics which functions as background knowledge for further analysis of voice recognition technology, as well as introduce important concepts such as Surveillance Capitalism and Digital Citizenship. This paper adopts a Critical Theory approach when analyzing and discussing the problems and dangers of collecting data on users with voice recognition technology.