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.

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

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

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.

At Spotify, we really want you to democratically win as a musician. We want you to win because your music is the best music.

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.