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.

At the end of the day, I want the music industry to be larger than what it is today.

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.

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

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.

Put your consumers in focus, and listen to what they're actually saying, not what they tell you.

In order for a service to be social, you've really got to start from the ground up. The fact that almost a third of the U.S. population have even heard of Spotify is really because they've seen it on Facebook and friends have been sharing.