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.

We led with our conviction rather than rational, because rational said it was impossible.

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 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.

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.

With Spotify, people don't get it until they try it. Then they tell their friends.