‘The Spotify Play’ Review: Better Than Piracy – The Wall Street Journal2 min read

https://www.wsj.com/articles/the-spotify-play-review-better-than-piracy-11611010475

Neil Young, Stevie Nicks and Lindsey Buckingham owe Daniel Ek a massive financial obligation of thankfulness right about now. The rock legends have actually all recently sold their song publishing rights for massive sums, sell-offs that can partially be attributed to the surge in digital profits that accounts for majority the worldwide recorded-music market. One man saw all this coming before anybody else: Mr. Ek, the 37-year-old co-founder of Spotify, the worlds largest streaming service with 320 million users and counting.
For those of us who routinely call up nearly any song we prefer with a tap on our phone screens, its easy to believe of streaming music as an inevitable development. For Mr. Ek, streamings victory was more of a self-fulfilling prediction.
Co-written by two experienced reporters who have closely tracked the Swedish innovation sector, “The Spotify Play” (translated into English by the authors themselves) delivers an outsider-to-kingmaker narrative that should be read by every gun-shy business owner too startled by Silicon Valleys giants to go head-to-head with them. Mr. Ek has actually outlasted his competitors and defied his critics: His victories are soundtracked by 1.5 billion user-generated Spotify playlists.
A wild music fan as a teenager, Mr. Eks exposure to Napster was a profound conversion experience. “Napster is probably the internet service which has changed my life more than anything else,” Mr. Ek when told a recruiter.
Even while Mr. Ek was rapidly going up as a developer in Stockholms hot tech market, the concept of a legal answer to Napsters music streaming never ever left him. In 2006 Mr. Eks tiny startup Advertigo was acquired by Tradedoubler, a digital marketing business whose co-founder Martin Lorentzon was captivated of Mr. Ek and his concepts. The savvy, flamboyant Mr. Lorentzon would end up being both partner and cheerleader. When he concerned go to Mr. Ek in his raffish Stockholm community, Mr. Ek priced quote “The Godfather” at him: “Put your hand in your pocket like you have a gun.”

One male saw all this coming prior to anyone else: Mr. Ek, the 37-year-old co-founder of Spotify, the worlds largest streaming service with 320 million users and counting.
In 2006 Mr. Eks tiny startup Advertigo was obtained by Tradedoubler, a digital marketing company whose co-founder Martin Lorentzon was fascinated of Mr. Ek and his concepts. When he came to go to Mr. Ek in his raffish Stockholm area, Mr. Ek estimated “The Godfather” at him: “Put your hand in your pocket like you have a weapon.”

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