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.
I'm not an inventor. I just want to make things better.
I was born in Sweden, and in Sweden we are known for the piracy services.
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.
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.