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.
We are passionate about making it so that users enjoy the music that they want to enjoy but at the same time fairly compensates artists. That's not the same as saving the music industry.
For me, as someone growing up in a working-class suburb in Stockholm, I couldn't afford all the music. So back in '98, '99, I was really thinking about how I could get all the music and do it in a legal way while at the same time compensating the artist.
Spotify wants to make consuming music simpler and at the same time pay the rights owners.
Spotify is a platform: it could be expanded to other types of content.
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.
