But right now we have an advantage of being the number one in music.

With Twitter and other social networking tools, you can get a lot of advice from great people. I learn more from Twitter than any survey or discussion with a big company.

It disturbed me that the music industry had gone down the drain, even though people were listening to more music than ever and from a greater diversity of artists.

At Spotify, we really want you to democratically win as a musician. We want you to win because your music is the best music.

I had two passions growing up - one was music, one was technology. I tried to play in a band for a while, but I was never talented enough to make it. And I started companies. One day came along and I decided to combine the two - and there was Spotify.

I actually bought a travel guitar, and that guitar is really cool. You can actually fold the guitar, and you can plug headphones into it, but it's acoustic, or semi-acoustic.

We led with our conviction rather than rational, because rational said it was impossible.