With Spotify, people don't get it until they try it. Then they tell their friends.
But right now we have an advantage of being the number one in music.
People just want to have access to all of the world's music.
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.
I was born in Sweden, and in Sweden we are known for the piracy services.
The main reason people want to pay for Spotify is really portability. People are saying, 'I want to have my music with me.'