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

With Spotify, people don't get it until they try it. Then they tell their friends.

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.

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

I was born in Sweden, and in Sweden we are known for the piracy services.

I was deeply uncertain of who I was and who I wanted to be. I really thought I wanted to be a much cooler guy than what I was.

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