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

The main reason people want to pay for Spotify is really portability. People are saying, 'I want to have my music with me.'

Ask yourself: given everything you have to do, is there a way that we can make this better?

This is a way for artists to communicate directly to their fans. If you think of an artist like Bruno Mars, he's using Spotify, creating playlists and listening to music through it.

There are millions of people who consume music illegally every month. Just getting them into a legal service will make the music industry way bigger than it's ever been before.

Spotify has paid more than two billion dollars to labels, publishers and collecting societies for distribution to songwriters and recording artists.

In general, people are comfortable sharing their music. There are two exceptions, though - Lady Gaga and Britney Spears.