How to Win the Trust of Music Lovers

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I was just really naive to be honest and like many other entrepreneurs, I didn't understand nearly enough what it would take to get this to work. Daniel wanted the gap between a user hitting play and the music hitting the user's ear drums to be imperceptible. If we can create that feeling, we would have built something that's much better than piracy. So we're going to get people to consume it. Now the second part of that equation in order to not get shut down is obviously it has to work for artists. To avoid being pulled under, he realized he needed to win the trust of the consumers and record companies. And it would be an Olympic effort.

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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