WEBVTT 00:00:13.320 --> 00:00:15.240 What is music? 00:00:15.960 --> 00:00:18.960 Technically speaking, it's a series of sounds strung together 00:00:19.040 --> 00:00:20.960 to cause a reaction in the human mind. 00:00:21.720 --> 00:00:23.760 But it's so much more than that. 00:00:30.080 --> 00:00:33.240 My happiest memories always had something to do with music. 00:00:33.320 --> 00:00:36.080 Mom dancing to Aretha Franklin in the living room. 00:00:37.040 --> 00:00:39.160 When her favorite song was playing on the stereo. 00:00:39.240 --> 00:00:43.520 We weren't just losers in an apartment where you could hear neighbors argue. 00:00:44.240 --> 00:00:46.640 Suddenly, we felt free. 00:00:47.160 --> 00:00:49.440 I remember saving up for that CD. 00:00:49.480 --> 00:00:51.000 And it was damn expensive. 00:00:51.080 --> 00:00:53.640 I remember the dirty look that I got at the counter 00:00:53.720 --> 00:00:55.680 when I paid with the coins I'd been saving up. 00:00:56.280 --> 00:00:59.880 And I remember thinking that no one should have that kind of power over music. 00:01:00.520 --> 00:01:03.680 I knew that one day, things would be different. 00:01:04.400 --> 00:01:05.960 Because everything would be digital. 00:01:06.040 --> 00:01:10.720 Ladies and gentlemen... Please welcome, the founder of Spotify, 00:01:10.800 --> 00:01:13.040 Mr. Daniel Ek! 00:01:41.840 --> 00:01:42.720 Everyone has one of these now, so I thought you should too. 00:01:42.800 --> 00:01:45.160 - It must have been so expensive. - No, it's all good. 00:01:45.240 --> 00:01:49.640 - Are you sure about this? - Yeah well, open it. It has a camera, GPS... 00:01:49.720 --> 00:01:50.720 GPS? 00:01:50.800 --> 00:01:54.800 A digital map, so you don't get lost while walking home from the store. 00:01:54.880 --> 00:01:56.880 Hey, come on, I'm not that old yet! 00:01:58.280 --> 00:02:01.000 So then I have to change numbers now. 00:02:01.080 --> 00:02:04.720 Yes. Well, not on the landline, but on that one, you do need a new number. 00:02:06.240 --> 00:02:08.880 - Thank you, darling. It's very nice. - Of course. 00:02:08.960 --> 00:02:10.040 No. 00:02:13.520 --> 00:02:14.920 Have you heard from Dad? 00:02:17.520 --> 00:02:18.520 No. 00:02:19.400 --> 00:02:22.160 Hasse told me that you got promoted at work. That's wonderful. 00:02:23.800 --> 00:02:27.680 I'm not gonna work at some small Swedish auction website forever. 00:02:27.720 --> 00:02:29.800 No matter what you do, you can still try and be happy. 00:02:29.840 --> 00:02:32.160 I've applied at other places, a job at Google. 00:02:33.520 --> 00:02:34.760 Oh. Where's that? 00:02:35.840 --> 00:02:36.880 California. 00:02:37.760 --> 00:02:39.280 Are you going to move? 00:02:39.360 --> 00:02:40.920 No, I don't know. We'll see. 00:02:42.120 --> 00:02:44.160 Why do you save all those mum? 00:02:45.000 --> 00:02:49.240 I just look through them and check the coupons, after that, I throw them away. 00:02:49.320 --> 00:02:54.480 So many ads that you don't need. I mean, what a waste. 00:02:54.560 --> 00:02:57.000 Stop trying to find problems where there aren't any. 00:02:57.080 --> 00:02:57.320 - I'm not finding problems. - Yes you are. You're feeling 00:04:03.840 --> 00:04:06.440 "You do not have a university degree..." 00:04:19.560 --> 00:04:21.040 Shut up! 00:05:30.640 --> 00:05:31.760 Good morning. 00:05:38.760 --> 00:05:40.600 - Daniel, can you come over here? - Uhn. 00:05:43.960 --> 00:05:46.800 Have you done something? 00:05:48.800 --> 00:05:53.040 Yeah. I've figured out their algorithm. You'll never have to pay for ads again. 00:05:53.720 --> 00:05:56.680 - Uhm... Daniel, Google called. - Yeah? 00:05:56.760 --> 00:05:58.520 Yeah. They're really taking this seriously. 00:05:58.600 --> 00:06:01.880 Tradera is the top 600 results when anyone is searching for online auctions. 00:06:03.400 --> 00:06:04.400 You should be rejoicing. 00:06:04.960 --> 00:06:07.960 Daniel! You are an amazing coder 00:06:08.040 --> 00:06:11.320 but we can't have you here if you're not being a team player. 00:06:12.040 --> 00:06:13.840 You can't just hack Google! 00:06:13.920 --> 00:06:16.520 Daniel, get rid of that shit right now! 00:06:25.400 --> 00:06:27.880 Daniel! 00:06:37.560 --> 00:06:38.960 Daniel? 00:07:02.120 --> 00:07:05.320 LAUNCH AND SELL MY OWN BUSINESS WITHIN A YEAR! WHAT? 00:07:13.280 --> 00:07:16.880 More and more Swedes are using the service Pirate Bay 00:07:16.960 --> 00:07:19.120 to download music for free. 00:07:19.200 --> 00:07:23.160 But record labels warn that this is a gross violation of copyright. 00:07:25.000 --> 00:07:29.040 They're just complaining because they're scared Pirate Bay will outcompete them. 00:07:29.560 --> 00:07:31.960 LAUNCH AND SELL MY BUSINESS WITHIN A YEAR! WHAT? 00:07:34.760 --> 00:07:36.680 One day everything would be digital. 00:07:37.400 --> 00:07:41.240 It was that simple. Even Mom's coupons with five kronor discounts 00:07:41.320 --> 00:07:44.240 that she and thousands of others collected. 00:07:44.840 --> 00:07:47.800 All the * commercial leaflets that ended up on every doormat 00:07:47.840 --> 00:07:49.680 and kitchen counter in the country. 00:07:49.720 --> 00:07:52.800 How could something like that be digitalized? 00:08:22.760 --> 00:08:25.400 Advertigo. Not a bad program. 00:08:25.480 --> 00:08:29.320 One of the first ones that managed to tailor ads to different users. 00:08:29.400 --> 00:08:32.000 It raised some eyebrows, but that's about it. 00:08:32.080 --> 00:08:33.160 The Swedish online marketing giant Tradedoubler 00:08:33.240 --> 00:08:36.920 Advertigo was spotted by two guys making a splash on the Swedish tech scene. 00:08:37.880 --> 00:08:42.200 In just five years, Martin Lorentzon and Felix Hagnö took their company from 00:08:42.280 --> 00:08:46.720 nothing to a dominating global force within online marketing. 00:08:58.720 --> 00:09:01.400 Hey. Um... 00:09:02.240 --> 00:09:05.320 Sorry. I'm meeting with Felix Hagnö and Martin Lorentzon. 00:09:05.400 --> 00:09:07.840 Sure, let's go to the conference room. Come. 00:09:07.920 --> 00:09:10.960 - One, five... - Follow me. 00:09:11.040 --> 00:09:11.960 Come on. 00:09:14.000 --> 00:09:18.560 Gonna be quieter in there, hopefully. 00:09:18.640 --> 00:09:20.760 Come on, let's go! 00:09:33.240 --> 00:09:35.440 - Hello. - Hi! You're the new intern. 00:09:35.520 --> 00:09:37.440 Sit down. Well actually, Felix will be here soon. 00:09:38.400 --> 00:09:42.160 That's something you'll learn as an intern tech entrepreneurs are never on time. 00:09:42.240 --> 00:09:44.160 They think they own the world. 00:09:44.240 --> 00:09:46.160 They're right, they actually do. 00:09:46.880 --> 00:09:49.720 Like the guy we're meeting today. 00:09:50.480 --> 00:09:54.160 Daniel Ek. He's built a genius company. 00:09:54.240 --> 00:09:56.600 Advertigo. Online marketing. 00:09:57.200 --> 00:09:59.000 That thing is brilliant. 00:09:59.080 --> 00:10:04.280 The companies get ten percent of the revenue for every click to their page. 00:10:04.360 --> 00:10:09.480 They basically read your online habits and give you the ads you want. 00:10:09.760 --> 00:10:12.800 We've been trying to get our coders do that for years. 00:10:12.880 --> 00:10:14.520 How does he do it? 00:10:16.880 --> 00:10:19.440 So the plan is that we buy Advertigo 00:10:19.520 --> 00:10:22.240 and then Ek can do whatever the hell he wants. 00:10:22.880 --> 00:10:24.880 - Not like you and me... - Martin? 00:10:24.960 --> 00:10:27.160 Um, this is Samir, he's going to intern here. 00:10:28.080 --> 00:10:29.000 Daniel? 00:10:29.080 --> 00:10:30.600 - Hi! - Sorry I'm late. 00:10:30.680 --> 00:10:31.880 It's no problem. 00:10:31.960 --> 00:10:32.960 - Felix. - My pleasure. 00:10:33.040 --> 00:10:34.120 You guys have met? 00:10:34.760 --> 00:10:36.920 - Martin Lorentzon. - Daniel. 00:10:38.040 --> 00:10:40.360 - Um... How old are you? - 22. 00:10:42.360 --> 00:10:45.120 Okay, so... How much are you gonna pay for my company? 00:10:59.360 --> 00:11:01.000 fantastic. I mean, it was really damn good. Absolutely unreal. 00:11:01.080 --> 00:11:02.520 - Thank you so much. - Sure. 00:11:02.600 --> 00:11:05.080 So what's going on? Are you in touch with anyone from class? 00:11:05.080 --> 00:11:08.000 Okay, but I mean it had its moments, didn't it? 00:11:08.080 --> 00:11:11.080 Like when you hacked into the school's computer system. Remember that? 00:11:11.160 --> 00:11:11.920 I remember. Yeah, that was actually fun. 00:11:12.560 --> 00:11:15.400 Anyway, what a performance! you were * amazing! 00:11:15.480 --> 00:11:20.080 Really. I always knew you were good, but this was a whole other level. 00:11:20.760 --> 00:11:21.800 Wow. Shit! 00:11:21.880 --> 00:11:24.200 Thank you! It's not exactly the Globe Arena, but... 00:11:24.280 --> 00:11:26.160 Oh, it's okay, you'll get there. 00:11:26.840 --> 00:11:29.640 Well, who knows? Actually, someone from Sony was here. 00:11:29.720 --> 00:11:31.040 There you go. Record deal! 00:11:31.640 --> 00:11:32.560 Dream on. 00:11:32.600 --> 00:11:35.120 Well right now, I'd just be happy if people 00:11:35.200 --> 00:11:37.640 stopped recording my gigs and posting them on Pirate Bay. 00:11:37.640 --> 00:11:40.560 Next time you come to a gig, let know and I'll put you on the guest list. 00:11:40.640 --> 00:11:42.240 Oh, thank you very much. 00:11:42.240 --> 00:11:48.640 Double kabanos with everything, one Alpen Wurst and two chorizo. Anything else? 00:11:48.720 --> 00:11:51.000 Yeah, fries and a vanilla shake too. 00:12:23.360 --> 00:12:24.520 Oh! Thanks. 00:12:25.720 --> 00:12:26.720 You don't like it? 00:12:26.800 --> 00:12:28.800 I do. It's very nice. 00:12:29.840 --> 00:12:32.520 I'll put it next to the new toaster you gave me, 00:12:32.600 --> 00:12:36.600 the new tea kettle, and the new water kettle, and the new sandwich grill. 00:12:36.680 --> 00:12:40.640 I think I get it, me buying you things must be really inconvenient. 00:12:40.720 --> 00:12:43.880 No. I'm sorry, Daniel, it... 00:12:44.000 --> 00:12:46.560 - It just feels a little unnecessary. - Yeah 00:12:47.920 --> 00:12:51.080 - I was happy with the old ones, they work. - No, I get it. 00:12:53.000 --> 00:12:54.400 Are you okay? 00:12:54.480 --> 00:12:56.240 I'm doing great. 00:12:57.480 --> 00:12:59.080 Are you busy at work? 00:12:59.760 --> 00:13:03.040 Work? I stopped working, you know that. I earn my money, I'm good. 00:13:04.360 --> 00:13:06.760 Okay, but it's not just about making money. 00:13:06.840 --> 00:13:07.840 It's not? 00:13:09.400 --> 00:13:13.560 So plumbers fix people's toilets because they think it's so much fun? 00:13:14.120 --> 00:13:16.000 Plumbers help people. 00:13:16.080 --> 00:13:19.400 I think that can feel meaningful and maybe satisfying. 00:13:19.480 --> 00:13:20.480 Yeah. 00:13:22.240 --> 00:13:24.040 I guess you want coffee? 00:13:24.120 --> 00:13:25.120 Yes, please. 00:13:26.080 --> 00:13:27.920 Maybe I should become a plumber. 00:13:30.000 --> 00:13:32.760 Obviously with the radio, it's done as a transaction, yes? 00:13:32.800 --> 00:13:34.680 - Yes. - But will they continue doing that? 00:13:34.760 --> 00:13:35.920 - Yes. - Why? 00:13:36.000 --> 00:13:39.560 The last time they shut us down, it took three days to get the site back up. 00:13:39.640 --> 00:13:42.000 But it's only because we were drunk for two of them. 00:13:42.080 --> 00:13:44.840 Launched as recently as 2003, 00:13:44.920 --> 00:13:48.960 Pirate Bay has already grown to become the fifth largest site on the internet. 00:13:49.040 --> 00:13:51.080 I mean, it's absurd. 00:13:51.160 --> 00:13:55.680 In some way, its about making culture accessible for young people. That can't 00:13:55.760 --> 00:13:58.440 be negative as far as I'm concerned. 00:13:59.040 --> 00:14:00.000 It's gone from being an idea to a 00:14:00.000 --> 00:14:03.440 I think we have to understand that this isn't something that will just go away. 00:14:03.520 --> 00:14:06.520 It's a part of the younger generation's culture and it's going to 00:14:07.360 --> 00:14:08.720 be difficult to deprive them of something they're 00:14:08.760 --> 00:14:14.080 so used to. Every generation, a new technology or new idea shows up and 00:14:14.160 --> 00:14:18.280 and fundamentally changes how we've been... We're writing history. 00:14:18.360 --> 00:14:21.320 What do you think about the actions against Pirate Bay? 00:14:21.400 --> 00:14:23.720 It's definitely welcome but late. 00:14:23.800 --> 00:14:27.560 Of course it's nice that the Swedish government has finally understood that 00:14:27.640 --> 00:14:29.040 these are not freedom fighters but common 00:14:29.080 --> 00:14:30.840 ...criminals. 00:14:33.520 --> 00:14:36.360 There is a new world that is coming 00:14:38.600 --> 00:14:42.160 whether the record companies want to admit it or not. 00:14:42.800 --> 00:14:46.280 It's taken a long time to get here but I'm glad the government 00:14:46.880 --> 00:14:49.480 has taken appropriate measures. 00:15:01.680 --> 00:15:02.680 Come in. 00:15:07.680 --> 00:15:10.760 - Hey! - Hey! Well, good morning? 00:15:11.880 --> 00:15:13.160 Good to see you. 00:15:13.240 --> 00:15:15.080 Jesus! Your apartment is sick! 00:15:15.160 --> 00:15:16.520 Yeah, it's not bad. 00:15:19.640 --> 00:15:22.080 So, you told me to get in touch when I had an idea. 00:15:22.160 --> 00:15:23.720 Okay. I'm all yours. 00:15:27.280 --> 00:15:30.000 What's the one thing Silicon Valley can't quite pull off? 00:15:30.640 --> 00:15:33.440 Getting rich without becoming an *? 00:15:34.120 --> 00:15:35.120 Music. 00:15:35.800 --> 00:15:37.960 ...was dismissed today but the Pirate Bay continues... 00:15:38.040 --> 00:15:39.440 It's this Pirate Bay thing. 00:15:39.520 --> 00:15:40.680 It's a huge mess. 00:15:40.760 --> 00:15:44.840 Nobody wants part of this war between record companies and the new generation. 00:15:44.920 --> 00:15:49.160 So any company that could actually capitalize on this is just backing away. 00:15:49.760 --> 00:15:52.760 Okay, and what about this is supposed to sound promising? 00:15:52.840 --> 00:15:55.600 There's a great opportunity here. A big hole in the market. 00:15:55.680 --> 00:15:58.240 Since no one wants to be linked with Pirate Bay, 00:15:58.320 --> 00:16:00.400 no one's stepping forward to create a really good music site. 00:16:00.440 --> 00:16:02.880 That's because there already is a great music site, 00:16:02.960 --> 00:16:05.080 it's called Pirate Bay. Everyone loves it. 00:16:05.160 --> 00:16:06.400 But do they really love it? 00:16:06.480 --> 00:16:09.280 Or is it just because it's the only option they have. 00:16:09.360 --> 00:16:12.040 If you look at it carefully, you'll realize it's shit. 00:16:12.120 --> 00:16:14.560 The listings are chaos, you can't find anything. 00:16:14.640 --> 00:16:17.440 It takes forever to download, and when you go to play the files, 00:16:17.520 --> 00:16:19.360 they lag half the time. It's shit! 00:16:19.440 --> 00:16:23.520 - But it's free and free is best. - Yep. That's exactly the idea. 00:16:23.600 --> 00:16:24.680 What's exactly the idea? 00:16:24.760 --> 00:16:26.800 Pirate Pay lives off ads. 00:16:26.880 --> 00:16:29.560 What's the one thing that you and I know best of all? 00:16:30.480 --> 00:16:31.840 - Ads! - Exactly. 00:16:31.920 --> 00:16:33.560 - Smoothie? - No, I'm good. 00:16:33.640 --> 00:16:37.280 Okay, but you're talking about a bunch of hackers in a basement. 00:16:37.360 --> 00:16:39.680 Obviously we can't use their business model. 00:16:39.760 --> 00:16:40.920 Why not? 00:16:41.000 --> 00:16:42.560 They take clicks and turn them into money. 00:16:42.600 --> 00:16:45.040 They do exactly what we do, only they're one step ahead. 00:16:45.880 --> 00:16:49.000 What other companies have grown 900% in three years 00:16:49.080 --> 00:16:51.400 and have 30 million monthly views on their website? 00:16:53.720 --> 00:16:57.360 If they can pull that off on such garbage site, imagine what we could achieve. 00:16:58.640 --> 00:17:01.640 Think of it from a business perspective. 00:17:02.640 --> 00:17:06.720 Someone has to and will step up and create a really good free music site 00:17:06.800 --> 00:17:08.360 that's worth having. It's an open goal. 00:17:09.320 --> 00:17:13.000 But what are we going to do about music rights? 00:17:13.080 --> 00:17:16.040 - That's where the big problem is. - Well that's easy, we just buy them. 00:17:17.680 --> 00:17:19.080 - That's all? - Yeah, that's all. 00:17:19.120 --> 00:17:21.400 The only reason that Pirate Bay doesn't want to do that 00:17:21.480 --> 00:17:24.360 is because they're waging their ideological World War III. 00:17:24.440 --> 00:17:29.640 Martin, I can see it clear in front of me. I swear, this is the future. 00:17:30.400 --> 00:17:32.080 You've already sold Tradedoubler. 00:17:32.160 --> 00:17:35.040 What are you gonna do now? Sit in this apartment 00:17:35.120 --> 00:17:38.560 with your millions and figure out how to get the perfect six-pack? 00:17:39.160 --> 00:17:42.520 Or are you going to show the world that you're just getting started? 00:17:48.680 --> 00:17:49.680 I'm in. 00:17:51.000 --> 00:17:53.600 - Step one, I'll call investors. - No. 00:17:53.680 --> 00:17:57.120 No offense, but if we call in a bunch of 34-year-old suits, 00:17:57.200 --> 00:18:00.280 all we'll hear is that it's not possible. I can already tell. 00:18:00.360 --> 00:18:04.160 This has to be something completely new, something created by my generation. 00:18:06.560 --> 00:18:08.320 - Oops. - No, you're good. 00:18:08.400 --> 00:18:10.400 You know what I mean. Nobody else who's old school. 00:18:11.440 --> 00:18:13.480 Another thing we'll borrow from the Pirates, 00:18:13.560 --> 00:18:15.840 in our company, the coders are the stars. 00:18:15.920 --> 00:18:20.400 We'll build everything around them, and won't stifle them with administrators. 00:18:20.480 --> 00:18:24.080 Okay. We need a list of the best. I know a bunch of guys from Tradedoubler... 00:18:24.160 --> 00:18:26.960 No, not gonna work. This needs to be a brand new thing. 00:18:27.040 --> 00:18:31.680 We need the coders that nobody else wants. We need the guys with the PhDs, the nerds, 00:18:31.760 --> 00:18:34.600 who can't stand the business and hate startups. The guys 00:18:34.680 --> 00:18:39.920 who are unable to stop talking about using semicolons in JavaScript. 00:18:40.000 --> 00:18:42.280 - So you've got a list? - No, but I know someone who does. 00:18:42.880 --> 00:18:46.360 Andreas Ehn. Top of his class at the Royal Institute. Wants 00:18:46.440 --> 00:18:50.000 everyone to have access to everything. Hates the government. 00:18:50.080 --> 00:18:52.760 I met him when I was consulting for an online site for digital dolls. 00:18:52.800 --> 00:18:54.280 He's brilliant. 00:18:54.800 --> 00:18:58.480 If you get in on this, you have the chance to create something that truly matters. 00:18:59.560 --> 00:19:03.280 - Okay, and what is that? - The music site everyone is waiting for. 00:19:03.360 --> 00:19:07.360 No downloading, no waiting, no shitty lag. Instant response. 00:19:07.440 --> 00:19:10.840 One click and it plays. It'll be free with access for everyone. 00:19:12.120 --> 00:19:14.520 That's why we need the very best. 00:19:15.120 --> 00:19:16.640 - We need the team. - Definitely. 00:19:17.240 --> 00:19:19.200 - How many do I get? - As many as you want. 00:19:20.280 --> 00:19:21.520 Who's paying? 00:19:22.720 --> 00:19:25.200 - This is going to be expensive uh? - It's going to be worth it. 00:19:25.240 --> 00:19:26.720 Trust me, there's no way we can lose. 00:19:27.440 --> 00:19:31.960 The pirates think they're the pioneers, but we know they're only halfway there. 00:19:32.040 --> 00:19:33.560 You are the bosses. Your ideas are what drives 00:19:33.600 --> 00:19:36.920 this forward and we'll never compromise on that. 00:19:37.000 --> 00:19:39.280 - What's my role? - You're the chairman of the board. 00:19:39.360 --> 00:19:42.000 The guy who's done this before, the the salesman with the contacts 00:19:42.080 --> 00:19:43.880 and the majority owner. 00:19:44.560 --> 00:19:46.680 I mean, I read that you sort of know the king. 00:19:48.400 --> 00:19:49.560 And what's your role? 00:19:49.640 --> 00:19:54.080 I am the face of the company. I'll show everyone that we are the future. 00:19:54.920 --> 00:19:56.960 Okay. So we'll go with films and music... 00:19:57.040 --> 00:19:58.040 Only music. 00:19:58.960 --> 00:19:59.840 But why? 00:19:59.920 --> 00:20:01.920 Music is personal. 00:20:02.000 --> 00:20:06.080 It's an identity. Artists and bands are like the cool kids at school. 00:20:06.160 --> 00:20:09.040 - That's what we're gonna be. - The cool guys at school, huh? 00:20:10.120 --> 00:20:11.680 Music for all. 00:20:11.760 --> 00:20:15.080 Daniel has promised us that all decisions will come from this group. 00:20:15.160 --> 00:20:17.680 The only limits are those you set yourself. 00:20:17.760 --> 00:20:20.760 - Get ready, we're gonna beat Pirate Bay! - Oh yeah. 00:20:22.000 --> 00:20:23.400 - Cheers! - Cheers! 00:20:27.800 --> 00:20:30.240 Okay guys. Now, Andreas is in charge! 00:20:30.320 --> 00:20:33.960 So we'll make sure his life is a little difficult. 00:20:34.480 --> 00:20:37.720 And then we're gonna build the world's greatest music player. 00:20:37.800 --> 00:20:39.720 - And it won't * buffer! - No! 00:20:39.800 --> 00:20:41.760 - Can we start by getting rid of that? - Absolutely. 00:20:41.800 --> 00:20:43.360 You guys can hear him, right Andreas? 00:20:43.440 --> 00:20:46.600 Yes. Fredrik did some research. 0.2 seconds is the magic number. 00:20:46.680 --> 00:20:49.160 It's perceived by the brain as instantaneous. 00:20:50.400 --> 00:20:51.400 Let's get started! 00:20:52.920 --> 00:20:56.200 - Daniel, get in the front. - No, the coders are the stars here. 00:20:57.240 --> 00:20:59.720 No! Come on, just take the picture! 00:20:59.800 --> 00:21:01.080 That's great! 00:21:13.120 --> 00:21:15.800 Are you sure this is where we get the rights to the music? 00:21:16.560 --> 00:21:17.560 Yeah. 00:21:26.120 --> 00:21:28.480 Do you think this is what they do with startups? 00:21:28.720 --> 00:21:32.960 Lure them into a room and then... kill them like Luca Brasi! 00:22:09.160 --> 00:22:10.400 Please, come in. 00:22:14.480 --> 00:22:16.160 Thank you. 00:22:16.920 --> 00:22:18.600 - Hi. - Good morning. 00:22:18.600 --> 00:22:21.560 - No worries, it's fine. - Sit down. Do you want something to drink? 00:22:21.640 --> 00:22:22.920 - Don't worry about that. - Okay. 00:22:22.960 --> 00:22:24.800 So, guys. What can I help you with? 00:22:24.880 --> 00:22:28.000 Well, in fact, my colleague and I started a music company. 00:22:28.080 --> 00:22:31.400 And we just need to apply for music rights really. 00:22:32.840 --> 00:22:34.680 And that's why I'm here. 00:22:34.760 --> 00:22:35.880 Perfect! 00:22:35.960 --> 00:22:39.640 So what you'll need to do is fill in these forms. 00:22:39.720 --> 00:22:41.120 - Okay. - You can... 00:22:41.760 --> 00:22:45.280 look through that and then fill in your estimated revenue for advertising 00:22:45.360 --> 00:22:46.720 in your first year. 00:22:46.800 --> 00:22:47.800 Okay. 00:22:47.840 --> 00:22:50.240 Then all we really need is your radio license. 00:22:50.320 --> 00:22:51.800 Mm... I'm sorry, what? 00:22:51.880 --> 00:22:53.360 Radio license. 00:22:54.080 --> 00:22:58.800 I mean you're applying for a license to make an online radio station, right? 00:22:59.440 --> 00:23:02.240 Oh, okay, I get it. Well, no. 00:23:02.320 --> 00:23:04.640 I think there's been a misunderstanding. 00:23:04.720 --> 00:23:07.320 We actually are a streaming service. 00:23:11.400 --> 00:23:15.320 - A streaming service? - Yes. I can see you're a little worried. 00:23:15.400 --> 00:23:17.760 You don't have to be. We have a business model that works. 00:23:17.840 --> 00:23:19.400 Hold on. This... 00:23:19.480 --> 00:23:22.720 This is how it it, we're a rights organization. 00:23:22.800 --> 00:23:26.360 We're very committed to our relationship with the music industry. 00:23:26.440 --> 00:23:30.480 We exist to protect the music and you want to start up a streaming service? 00:23:30.560 --> 00:23:33.440 That's something completely different. You've come to the wrong place. 00:23:33.520 --> 00:23:35.400 Maybe I can explain it a bit more. 00:23:35.480 --> 00:23:38.320 We are a streaming service, but we have a business model... 00:23:38.400 --> 00:23:41.000 Everyone gets paid. There's no ownership, there's no reason... 00:23:41.080 --> 00:23:43.360 You have to take that up with the record companies. 00:23:43.440 --> 00:23:44.720 What for? 00:23:44.800 --> 00:23:48.480 You'll need to convince them to give you their music. 00:23:48.560 --> 00:23:51.400 So, take the fight to them, I can't help you. 00:23:55.880 --> 00:23:58.480 Damn it, Daniel! She thought we were a radio station! 00:23:58.560 --> 00:24:02.640 I looked up how to get the rights. And it should just be buying the license. 00:24:02.720 --> 00:24:04.880 - Where did you look it up? - Google. 00:24:04.960 --> 00:24:06.360 Goog... 00:24:09.720 --> 00:24:10.880 Yeah, come on... 00:24:16.320 --> 00:24:17.480 Yeah okay. 00:24:41.240 --> 00:24:43.400 Okay, that. That was funny to you? 00:24:43.480 --> 00:24:44.520 Yes. 00:24:44.600 --> 00:24:50.840 You've made me back you in the music industry with ten million kronor 00:24:50.920 --> 00:24:56.360 without you having any idea how to get music rights? 00:25:03.160 --> 00:25:05.400 Okay. 00:25:05.480 --> 00:25:07.920 We have to get back to the office and tell the others. 00:25:08.000 --> 00:25:11.680 No, what for? We don't need to stress them out right now. 00:25:11.760 --> 00:25:15.960 - They need to know what is going on. - No, what for? We're gonna get the rights. 00:25:16.040 --> 00:25:20.040 How? The record companies have * taken Pirate Bay to court! 00:25:20.120 --> 00:25:23.160 - Why would they wanna work with us? - We're not Pirate Bay! 00:25:23.240 --> 00:25:26.080 - No, but we need to step up our game now. - I know. 00:25:26.600 --> 00:25:28.440 We are so much better than this. 00:25:30.160 --> 00:25:31.960 We go directly to the labels. 00:25:32.040 --> 00:25:37.120 We just need to find one person who gets it. And I will find that person. 00:25:40.400 --> 00:25:44.760 Exciting! Where will you find this person though? Google? 00:25:44.840 --> 00:25:46.080 * off! 00:25:51.480 --> 00:25:56.840 Spotify will lead and not follow. And it will start right away. 00:25:57.760 --> 00:25:59.920 - I'm Daniel, nice to meet you. - Hello! Hi. 00:26:00.000 --> 00:26:01.400 - Thank you. - Hi, nice to meet you. 00:26:01.480 --> 00:26:03.360 And it really is a streaming service. 00:26:03.440 --> 00:26:05.520 A free, legal streaming service on demand. 00:26:28.960 --> 00:26:31.360 Where are we at? 00:26:32.040 --> 00:26:34.520 - I'm working on the interface. - Okay. 00:26:34.600 --> 00:26:38.040 Daniel, I'm curious. Have you been in contact with the record companies? 00:26:38.120 --> 00:26:40.080 I mean, are you sure we'll get the rights? 00:26:40.160 --> 00:26:42.840 - Oh, yeah. Don't worry about that. - You sure? 00:26:42.920 --> 00:26:45.760 Record companies are losing five million in a week to Pirate Bay. 00:26:45.840 --> 00:26:48.240 They all want a website that will bring them revenue. 00:26:48.320 --> 00:26:49.560 Yes, but... 00:26:49.640 --> 00:26:51.320 The real challenge is the technical 00:26:51.400 --> 00:26:53.720 part. If that works, everything else will fall into place. 00:27:05.720 --> 00:27:07.680 You can also put them in a playlist. 00:27:17.360 --> 00:27:18.360 Alright! 00:27:44.000 --> 00:27:45.280 Working hard, I see. 00:27:45.360 --> 00:27:49.400 Maestro, good to see you. How did it go? 00:27:50.000 --> 00:27:51.000 It went fine. 00:27:55.520 --> 00:27:56.840 - Daniel? - Hey, what's up? 00:27:56.920 --> 00:28:00.040 Welcome back. Check out the new interface! 00:28:07.800 --> 00:28:09.440 Yeah, but it's still buffering. 00:28:09.520 --> 00:28:13.240 But we're getting close. The magic number is 0.2 and now it's 0.4. 00:28:13.320 --> 00:28:14.400 Okay, 0.4? 00:28:14.480 --> 00:28:18.240 Mhm. On average it's 0.39778. 00:28:18.320 --> 00:28:20.760 We didn't say 0.4, we said 0.2? 00:28:21.840 --> 00:28:25.680 We said direct, seamless streaming. I don't want any * lag. 00:28:25.760 --> 00:28:27.680 - That's two hundredths of a second. - But... 00:28:28.600 --> 00:28:30.000 Just show it to me when it's done. 00:28:38.320 --> 00:28:40.560 - What's going on? - You know the situation. 00:28:40.600 --> 00:28:45.560 You've been to the meetings. 12 meetings, four countries. The result? 00:28:46.280 --> 00:28:47.760 - Nothing. - Absolutely nothing. 00:28:47.840 --> 00:28:49.440 Yeah, we're starting to run out of cash. 00:28:49.960 --> 00:28:51.200 Yeah, I know. 00:28:52.240 --> 00:28:55.400 I'm such a * idiot. At first I thought they didn't get it. 00:28:55.480 --> 00:28:56.920 But now, I know they get it. 00:28:57.000 --> 00:28:59.640 They just don't want to change. They don't care. 00:28:59.720 --> 00:29:02.920 It's a Titanic, they'll keep going till the boat hits the bottom. 00:29:03.000 --> 00:29:05.360 Okay. Listen I know you can fix this. 00:29:05.440 --> 00:29:09.480 You sold it to me, said it was gonna be bigger than Silicon Valley. 00:29:11.600 --> 00:29:15.960 I can put in another 10 million, but then we really have to * deliver, Daniel! 00:29:20.160 --> 00:29:22.880 Look! You've got your team. 00:29:22.960 --> 00:29:25.600 They're building a prototype unlike anything else. 00:29:25.680 --> 00:29:28.120 We're so close, solve it! 00:29:30.240 --> 00:29:32.960 But first, you need a fresh beer. 00:29:40.640 --> 00:29:44.720 Right here with the CIO for Sony Sweden. 00:29:44.800 --> 00:29:48.440 Mr Sundin, what is your opinion about Pirate Bay's activities in this case? 00:29:48.440 --> 00:29:50.240 But there are other things we need to understand. 00:29:50.320 --> 00:29:54.320 Even if no one else in the music industry wants to admit it, 00:29:54.400 --> 00:29:57.240 we have to face the fact that things are changing. 00:29:57.320 --> 00:29:59.040 And so, we have to find a new way forward. 00:30:06.480 --> 00:30:09.840 No, I was actually going to call you. Is it fixed? 00:30:09.920 --> 00:30:15.280 Please, just fix it! Internet has been down for two hours. Thanks. 00:30:17.200 --> 00:30:20.320 - Daniel Ek? - Yes. Hi. 00:30:20.400 --> 00:30:22.120 Hey. I got a call from the receptionist. What's up? 00:30:22.160 --> 00:30:26.320 Well, here's the thing, I've been waiting in this lobby for three days. 00:30:26.400 --> 00:30:29.280 I have something I want to show to Per Sundin. I know he'll like it. 00:30:29.360 --> 00:30:31.440 - I'm really sorry, but... - I just need one meeting. 00:30:31.520 --> 00:30:34.800 - I promise, he'll love it. - His schedule is... Sorry. 00:30:34.880 --> 00:30:38.480 Hello. Can someone please get a hold of the IT guys? 00:30:38.560 --> 00:30:43.280 It's the same problem again. Everyone's emails are just bouncing. Thanks. 00:30:44.000 --> 00:30:46.360 - Sorry, I really have to... - You know, it's probably the firewall. 00:30:46.400 --> 00:30:47.400 What? 00:30:47.440 --> 00:30:49.480 In most cases, it's the firewall. 00:30:49.560 --> 00:30:52.760 I could fix it in two minutes, if you want. 00:30:55.600 --> 00:30:57.480 - Thank you. That was impressive. - Sure. 00:30:57.560 --> 00:30:59.320 It's nothing. 00:30:59.400 --> 00:31:01.920 Hey, here's the deal. Per is actually busy right now, 00:31:02.000 --> 00:31:04.760 but Johnny from Digital is here and he would love to meet you. 00:31:04.840 --> 00:31:05.520 Shit. 00:31:07.680 --> 00:31:08.760 Yeah. 00:31:14.280 --> 00:31:17.840 Even David Bowie said that one day the music will flow... 00:31:20.760 --> 00:31:22.000 Do you need a break? 00:31:22.080 --> 00:31:25.280 No, sorry. It's just that, quite frankly, 00:31:25.360 --> 00:31:28.640 this is the fourth meeting I've had with guys like you just this week. 00:31:29.240 --> 00:31:30.480 Guys like me? 00:31:30.880 --> 00:31:34.200 Yeah. Tech guys who want to turn the whole industry upside down. 00:31:34.720 --> 00:31:39.840 You think you can replace us actual people with some algorithm, right? 00:31:40.560 --> 00:31:44.480 No. But something's gonna have to change, right? Your boss seems to realize that. 00:31:45.240 --> 00:31:48.080 Yeah, thanks a lot. I know Sundin thinks the industry has to change, 00:31:48.720 --> 00:31:51.120 That's also why you, 00:31:52.040 --> 00:31:55.360 or people like you, will never get anywhere near him. 00:31:59.960 --> 00:32:01.320 I'm going to lunch. 00:32:10.480 --> 00:32:11.600 I'm really sorry about this. 00:32:11.640 --> 00:32:12.800 Hey, don't worry about it. 00:32:12.880 --> 00:32:17.240 He's had a pretty rough week. His closest colleague just got fired. 00:32:17.320 --> 00:32:21.720 No really, it's okay. I'm used to it. How many got fired? 00:32:23.320 --> 00:32:27.160 15, still counting. This month. 00:32:27.760 --> 00:32:29.160 Hey, she's fantastic. 00:32:29.240 --> 00:32:31.360 - She is, for sure. - Yeah. 00:32:31.440 --> 00:32:32.600 You guys signed her? 00:32:32.680 --> 00:32:34.080 - No, not yet. - For real? 00:32:34.160 --> 00:32:36.600 - But if it were up to me, we'd do it now. - Hmm. 00:32:36.680 --> 00:32:40.240 - I'm surprised you know about her. - Well, we went to high school together. 00:32:40.320 --> 00:32:43.440 - I just saw her play, she's * great. - Oh, cool. I was there. 00:32:43.520 --> 00:32:44.400 - Really? - Mhm. 00:32:44.480 --> 00:32:45.960 Are you gonna be there tonight? 00:32:46.040 --> 00:32:47.280 - She's playing? - Yep. 00:32:47.360 --> 00:32:48.840 - Is that right? - Same place. 00:32:48.920 --> 00:32:51.320 Okay. I didn't know, maybe I'll go. 00:32:52.680 --> 00:32:55.120 It's quite possible that Per will be there too. 00:32:56.560 --> 00:32:58.360 Oh... Okay. 00:33:00.840 --> 00:33:02.160 - Thanks. - See you. 00:33:13.680 --> 00:33:17.120 Andreas, we're going to a concert. Bring your laptop. 00:33:19.240 --> 00:33:21.920 Oh, yeah. Sorry. It's been kind of crazy lately. 00:33:22.000 --> 00:33:24.760 - Is everything okay? - Oh yeah, fine. 00:33:24.840 --> 00:33:27.320 I'm working on something new. It's a site for free music. 00:33:28.120 --> 00:33:29.120 Okay... 00:33:30.000 --> 00:33:31.480 You look skeptical. 00:33:32.200 --> 00:33:33.840 - Yeah... - Not a fan of free music? 00:33:33.920 --> 00:33:35.400 Something like that. Yeah. 00:33:35.480 --> 00:33:37.080 This is something new. 00:33:37.160 --> 00:33:39.680 The artist gets paid, everyone wins. Take a look. 00:33:40.920 --> 00:33:41.920 Spotify? 00:33:41.960 --> 00:33:45.200 Honestly, if you ask me, it's not the people downloading that's the problem, 00:33:45.280 --> 00:33:47.520 record labels are the real problem. 00:33:47.600 --> 00:33:50.080 - They're living in utter denial. - Yeah, but... 00:33:50.160 --> 00:33:53.360 You've never downloaded anything because you didn't want to pay for it? 00:33:54.000 --> 00:33:59.360 Of course I have, but now it's completely different. I'm trying to fulfil my dreams 00:33:59.440 --> 00:34:02.840 and prove to my mom that I'm not completely crazy for doing it. 00:34:03.920 --> 00:34:04.920 Same with me. 00:34:06.800 --> 00:34:08.800 You did this in high school too. 00:34:08.880 --> 00:34:13.040 Yeah, you always managed to get people to see things from your perspective. 00:34:15.120 --> 00:34:16.680 And you always had the best laugh. 00:34:21.680 --> 00:34:23.240 - We're on in five. - Coming! 00:34:24.320 --> 00:34:25.200 Okay, so... 00:34:25.280 --> 00:34:27.720 Oh, by the way, I heard the top Sony executive is here. 00:34:28.560 --> 00:34:29.560 - What? - Mmm-hmm. 00:34:31.360 --> 00:34:32.880 - Are you sure? - Yup. 00:34:34.320 --> 00:34:36.720 - Yeah! See you. - Good luck. 00:34:41.840 --> 00:34:42.920 Daniel. 00:34:43.000 --> 00:34:44.040 There! There he is! 00:34:45.880 --> 00:34:47.560 Per Sundin! 00:34:47.640 --> 00:34:50.360 - Hey. Hi. - Hi. 00:34:50.440 --> 00:34:53.880 - If you're looking to get a record deal... - No, this is Daniel Ek. 00:34:53.960 --> 00:34:57.280 - He's the guy who came by the other day... - I know how to save the music industry. 00:34:57.840 --> 00:35:02.680 Okay. Alright... Good. Okay, good luck with that. 00:35:02.760 --> 00:35:07.440 You said something needs to change, right? We have something. It's a music player. 00:35:08.000 --> 00:35:10.400 You're planning on running a demo here on the street? 00:35:10.480 --> 00:35:13.560 You haven't seen this kind of thing before. I promise. 00:35:13.640 --> 00:35:16.760 It's free music on a whole new level. Quality, design, intelligence... 00:35:16.840 --> 00:35:18.760 Wait, what did you just say? 00:35:20.240 --> 00:35:21.280 Intelligence. 00:35:21.360 --> 00:35:24.680 - No, you said "free music". - Yeah, but we have a business model... 00:35:24.760 --> 00:35:28.640 What the hell makes you think that I would be interested in free music? 00:35:28.720 --> 00:35:32.160 - I wanted to talk to you because we know... - No! Music can't be free. 00:35:32.240 --> 00:35:34.640 - Alright, but listen... If you just... - It can't. No! 00:35:35.400 --> 00:35:40.640 If I hear one more goddamn pitch based on free music, 00:35:40.720 --> 00:35:45.000 I'll make it my personal mission to crush your goddamn shitty companies. 00:35:45.080 --> 00:35:48.320 You get it? Get a real goddamn * job. 00:35:53.200 --> 00:35:54.200 Bad timing. 00:36:15.960 --> 00:36:18.040 Oh, * sake! 00:36:20.160 --> 00:36:22.520 - Bad day Daniel? - You're having a good day as usual. 00:36:23.160 --> 00:36:27.320 Absolutely. You have to see the possibilities, you know. 00:36:27.400 --> 00:36:28.680 I see. 00:36:31.000 --> 00:36:33.600 Have you seen the new statistics on youth consumer behavior? 00:36:34.200 --> 00:36:35.040 No. 00:36:35.120 --> 00:36:37.680 They get 90% of their information from the internet 00:36:37.760 --> 00:36:38.440 and spend an average of two hours a day on it. And 40% over four hours. 00:36:38.440 --> 00:36:41.840 and spend an average of two hours a day on it. And 40% over four hours. 00:36:42.520 --> 00:36:44.200 Do you actually realize how much that is? 00:36:45.800 --> 00:36:48.200 It won't be the old guys at the record companies that decide whether 00:36:48.240 --> 00:36:49.960 Spotify gets to be something or not. 00:36:51.040 --> 00:36:54.040 - No? - It will be their kids. 00:37:07.000 --> 00:37:08.600 That's a good idea. Yeah, I'm impressed. 00:37:12.240 --> 00:37:14.720 I'd love to show you something you might be very interested in. 00:37:29.040 --> 00:37:31.800 Hello. 00:37:31.880 --> 00:37:34.480 Take a look at this. Here's something called Spotify. 00:37:35.200 --> 00:37:36.800 What do you think about free music? 00:37:36.880 --> 00:37:38.400 - It's great, right? - It's really great! 00:37:38.440 --> 00:37:40.600 - Wow! - Follow the instructions on the card. 00:37:40.680 --> 00:37:44.800 It's really simple to use. Go on and test it out and you can show it to your family... 00:37:44.880 --> 00:37:47.200 - Michael Jackson, The Supremes, Prince... - You can listen to 00:37:47.240 --> 00:37:48.960 any music you want, anywhere 00:37:49.040 --> 00:37:50.360 in the world. 00:37:50.440 --> 00:37:54.600 Spotify, it's a new music site with all of the world's music for free. 00:37:54.680 --> 00:37:55.800 Sounds good, right? 00:37:55.880 --> 00:37:58.880 - Yeah. - Take some cards for family and friends. 00:37:58.960 --> 00:38:01.040 Oh and make sure to tell your friends about it. 00:38:06.560 --> 00:38:07.680 Hey, son. 00:38:14.320 --> 00:38:16.480 That's not how it happened.