There are half a billion people that listen to music online and the vast majority are doing so illegally. But if we bring those people over to the legal side and Spotify, what is going to happen is we are going to double the music industry and that will lead to more artists creating great new music.

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

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

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.

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.

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'm not an inventor. I just want to make things better.