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.

Music isn't like news, where it's what happened five minutes ago or even 10 seconds ago that matters. With music, a song from the 1960s could be as relevant to someone today as the latest Ke$ha song.

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

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

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.

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