Although many rival services are available, Spotify has become synonymous with streaming, the same way Google is with searching. This new product looked as if it might be the killer of the music industry rather than, as its quietly purposeful creator claimed, its saviour.Įk won that first battle for hearts and minds. Seven years ago, Ek began approaching record labels with a bold proposition: to make their valuable content available to rent rather than buy, and for free. "He comes across as non-threatening in a business with a lot of big personalities," says Gustav Söderström, Spotify's chief product officer. "I think Daniel Ek is unbelievable but I don't think you can say he's a charming guy," says Per Sundin, chairman and CEO of Universal Music Sweden.
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