The Rise and Fall of Spotify

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Daniel says he was surprised by how lukewarm everyone ended up being on the other side. It wasn't until 2015, almost a decade since Spotify had been established and seven years since the Nordic experiment that Daniel started to feel like he was part of the conversation. They may have hacked trust to get the initial buy-in, but Spotify is still working towards a long-term relationship they want with record companies.

Normally, trust = consistency + time. But when you're scaling fast, you have to find shortcuts to trust, with your partners and your users. Spotify CEO Daniel Ek knows a thing or two about this. When he founded Spotify, he did what few disruptors ever do: He worked with the industry he was trying to reinvent. How did Ek build a relationship with a music industry wary of piracy? He found shortcuts to trust. And not just with the music industry, but users to. With cameo appearances from Gustav Söderström (Spotify's Chief Research & Development Officer) and Miles Daisher (Red Bull Air Force).

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