WEBVTT 00:00:34.560 --> 00:00:38.080 Code. It can be beautiful. 00:00:39.560 --> 00:00:44.080 When I learned to program, I saw that it was... pure. 00:00:45.160 --> 00:00:50.640 No ambiguities. Nothing to interpret, nothing to convey. 00:00:50.720 --> 00:00:52.120 It just is. 00:00:53.120 --> 00:00:55.120 And for me, it's part of my DNA. 00:00:56.240 --> 00:00:59.640 In the binary world, there are only ones and zeros. 00:01:00.880 --> 00:01:02.720 That's perfection. 00:01:03.880 --> 00:01:06.000 And then slowly, one command at a time, 00:01:06.000 --> 00:01:08.440 Something pure and... true that, 00:01:09.080 --> 00:01:10.440 didn't exist before. 00:01:10.560 --> 00:01:15.440 Something that never lies or pretends to be something it isn't. 00:01:19.640 --> 00:01:20.880 A universe out of nothing. 00:01:30.720 --> 00:01:34.560 You take the ugly chaotic world we live in 00:01:34.560 --> 00:01:36.760 Andreas? 00:01:36.840 --> 00:01:37.720 You were going to show us the latest updates. 00:01:40.360 --> 00:01:43.360 Anyone could have answered their questions. In their sleep. 00:01:44.640 --> 00:01:46.080 No one is interested in my ideas. 00:01:46.160 --> 00:01:48.120 We are interested in your ideas. 00:01:48.200 --> 00:01:49.920 But we're also interested in making a profit. 00:01:49.960 --> 00:01:51.680 Yeah, I know. Check this out. 00:01:51.760 --> 00:01:52.600 What is this? 00:01:52.680 --> 00:01:55.280 I've started constructing a more immersive open-world experience. 00:01:55.360 --> 00:02:00.000 This can give our users something to aspire to, to dream about, to create... 00:02:00.080 --> 00:02:03.200 Well, our users are 12 and 13 year old girls. Get it? 00:02:03.280 --> 00:02:08.120 All they have to do is play with dolls and buy our * add-ons. 00:02:08.200 --> 00:02:10.760 Fame, fashion and friends, Andreas. 00:02:11.360 --> 00:02:12.640 Don't forget that. 00:02:12.720 --> 00:02:15.000 Sorry... This is Daniel. 00:02:15.080 --> 00:02:17.520 Daniel's going to be a consultant here. 00:02:17.600 --> 00:02:20.680 Daniel gets business. Listen to him, okay? 00:02:26.520 --> 00:02:28.080 I like what you said, it was nice. 00:02:28.160 --> 00:02:29.480 Yeah, but who cares? 00:02:29.560 --> 00:02:31.920 - He just wants to sell add-ons. - Can I see? 00:02:37.720 --> 00:02:40.360 I just thought a tech start-up would be different. 00:02:40.440 --> 00:02:44.120 That they would be interested in some new ideas. Take some risks. 00:02:44.200 --> 00:02:47.840 This is awesome. How did you get the dolls to react so quickly? 00:02:47.920 --> 00:02:51.600 I've built a new layer, so now there's a feedback loop 00:02:51.680 --> 00:02:54.640 to anticipate what users want before they want it. 00:02:55.400 --> 00:02:56.440 Okay. 00:02:56.520 --> 00:03:00.160 Yeah well, don't worry. The boss hates it, so I'll just delete it. 00:03:00.840 --> 00:03:05.680 Why? It's brilliant. If Mattias doesn't appreciate it, that's his problem. 00:03:07.640 --> 00:03:10.480 - Except that he's the boss. - So? Then why are you still here? 00:03:10.560 --> 00:03:15.720 If you want to be creative, quit this damn job, do your own thing. Be your own boss. 00:03:15.800 --> 00:03:21.080 People like me just don't run businesses. We consult, advise, maybe are CTOs. 00:03:21.160 --> 00:03:23.320 Says who? I just did it. 00:03:23.400 --> 00:03:27.240 Started a tech company with only coders, sold it for ten million. 00:03:30.800 --> 00:03:32.080 Just think about it. 00:04:05.960 --> 00:04:07.000 This is nice. 00:04:07.960 --> 00:04:09.240 What are you reading? 00:04:10.320 --> 00:04:15.000 The Gutenberg Galaxy. Marshall McLuhan. What's it about? 00:04:16.880 --> 00:04:18.280 It's about... 00:04:18.360 --> 00:04:21.520 how technology made it possible for knowledge to spread in new ways. 00:04:22.440 --> 00:04:25.360 You know before, there was no point in learning to read as there were no books. 00:04:26.280 --> 00:04:27.480 That's true. 00:04:27.560 --> 00:04:30.440 But then a whole new wave of information came along and so... 00:04:31.440 --> 00:04:33.920 Well, everyone can have access to it if they wanted to. 00:04:34.000 --> 00:04:36.120 So access made people consume more? 00:04:36.200 --> 00:04:38.640 Exactly. People like Mattias will never get it. 00:04:40.120 --> 00:04:43.400 They just think they get it, but we've grown up with technology. 00:04:43.480 --> 00:04:46.160 It's been a part of us since we were kids, before we could even speak. 00:04:46.200 --> 00:04:50.040 We can't let them decide what we should do with it. 00:04:52.040 --> 00:04:53.080 Check this out. 00:04:54.640 --> 00:04:58.760 This is a streaming system for free music. This is exactly what you're talking about. 00:04:58.840 --> 00:05:01.200 A way to listen to every song released, 00:05:01.280 --> 00:05:04.160 so that everyone in the world can have access to all music. 00:05:06.240 --> 00:05:09.360 Nice. But you know there's already Pirate Bay? 00:05:09.440 --> 00:05:12.760 Sure, but give me a step by step guide on how to download a song from Pirate Bay. 00:05:12.840 --> 00:05:13.920 It's easy. 00:05:14.000 --> 00:05:15.520 You just go to the website... 00:05:15.600 --> 00:05:19.040 search for the torrent you want, download it, open it in a client... 00:05:19.120 --> 00:05:22.600 There's different files, right? So first, you have to go through them one by one, 00:05:22.640 --> 00:05:23.760 see which one you want... 00:05:23.840 --> 00:05:28.280 Yes. True. So then you sort out what you don't want, it downloads... 00:05:28.320 --> 00:05:30.120 Then you have to decide which folder it goes into, what to name it, 00:05:30.200 --> 00:05:32.920 how to list the songs so they play in the right order, 00:05:33.000 --> 00:05:34.720 according to an artist or an album... 00:05:34.800 --> 00:05:37.800 and all of these you have to store on your own hard drive. 00:05:46.240 --> 00:05:48.640 This is what I'm talking about. All this enthusiasm, 00:05:48.720 --> 00:05:51.960 everything Pirate Bay built, we're going to take to a whole new level. 00:05:53.680 --> 00:05:56.400 The world needs freedom from record companies. 00:05:57.400 --> 00:05:59.200 and something way better than Pirate Bay. 00:05:59.280 --> 00:06:01.240 At first, it was just an idea... 00:06:01.320 --> 00:06:05.040 It's a beautiful thought, but won't work. Investors will force you to compromise 00:06:05.080 --> 00:06:06.200 until it's no longer beautiful... 00:06:06.240 --> 00:06:09.720 Good thing I'm the investor then. I'll put everything I earn into this. 00:06:10.680 --> 00:06:13.520 Every day... Every day that we stand up to them, 00:06:13.600 --> 00:06:16.400 the authorities begin to understand that we are unstoppable. 00:06:16.480 --> 00:06:17.800 Yes! 00:06:17.880 --> 00:06:20.920 You know what we're doing here? We're writing history. 00:06:40.880 --> 00:06:42.640 - This is yours? - Uhn uhn. 00:06:42.720 --> 00:06:44.440 Welcome to Spotify headquarters! 00:06:44.520 --> 00:06:47.720 This is where we'll build the world's most beautiful music site. 00:06:48.360 --> 00:06:51.640 - And you want me? - I want you to help me. 00:06:52.400 --> 00:06:55.840 I need you to help me build the kind of company that can create brilliance. 00:06:57.120 --> 00:06:58.280 Okay. 00:06:59.960 --> 00:07:01.880 That's Martin. Martin! 00:07:03.800 --> 00:07:07.280 Don't worry, he... He looks like one of them, but he's one of us. 00:07:07.360 --> 00:07:10.880 Andreas, nice to meet you! My name is Martin Lorentzon. 00:07:10.960 --> 00:07:12.120 Andreas. 00:07:12.160 --> 00:07:13.440 I know your boss. 00:07:13.520 --> 00:07:16.680 He says you're incredibly good, but annoying as hell. 00:07:16.760 --> 00:07:19.640 We need annoying as hell. I want people who think in new ways, 00:07:19.720 --> 00:07:22.960 who understand that the whole new era requires whole new approaches. 00:07:23.040 --> 00:07:24.480 Welcome aboard. 00:07:25.720 --> 00:07:26.920 Welcome aboard? 00:07:27.000 --> 00:07:29.280 You are our first employee, CTO. 00:07:29.360 --> 00:07:31.880 You'll own more of the company than anyone except me and Martin. 00:07:32.720 --> 00:07:34.920 So how should we design it? What do you need? 00:07:37.280 --> 00:07:39.800 Okay. The coders will sit in the middle. 00:07:39.880 --> 00:07:42.400 Everything flows from here, all the ideas, all the creativity. 00:07:44.360 --> 00:07:49.880 We're going to need more ethernet cables, and ceiling electrical outlets. 00:07:49.960 --> 00:07:54.800 And everyone on the team will be equal. No hierarchy, no cliques and no titles. 00:07:54.880 --> 00:07:58.960 If two people think differently, then it shouldn't matter who has the highest rank. 00:07:59.040 --> 00:08:01.960 Best idea wins, no matter what. 00:08:03.360 --> 00:08:05.040 So who's going to be on the team? 00:08:05.840 --> 00:08:08.960 You have to let me handpick them. We can't use regular coders. 00:08:09.080 --> 00:08:12.400 To make the best site in the world, we need the elite. 00:08:12.480 --> 00:08:14.640 People who would have never joined a regular start-up. 00:08:17.320 --> 00:08:20.240 We need Gunnar Kreitz. I met him at college, computer science. 00:08:20.320 --> 00:08:22.000 He's the best programmer in the world. 00:08:22.080 --> 00:08:23.920 And Fredrik Niemelä, a prodigy. 00:08:24.000 --> 00:08:26.720 The only one with a team that could challenge Gunnar's. 00:08:26.800 --> 00:08:30.880 Jon Åslund, Mattias Arrelid, Andreas Mattsson. 00:08:30.960 --> 00:08:32.840 We need a great designer, too... 00:08:33.680 --> 00:08:36.040 Rasmus Andersson would be perfect. 00:08:37.280 --> 00:08:40.400 We can create the world's best coding team. 00:08:41.240 --> 00:08:43.840 Like the seven samurai, but coders. 00:08:46.120 --> 00:08:47.240 That looks nice! 00:08:47.320 --> 00:08:49.160 God, you look so handsome. 00:08:49.240 --> 00:08:52.200 Brilliant! Okay, shall we? 00:08:54.560 --> 00:08:58.320 There it is! The money shot! The best. 00:09:05.000 --> 00:09:08.280 Spotify is about one thing. 00:09:12.200 --> 00:09:13.800 Access. 00:09:13.880 --> 00:09:15.960 Access gives freedom. 00:09:16.040 --> 00:09:18.600 Access makes users independent from the music industry... 00:09:18.680 --> 00:09:21.880 And speed. If there's one thing users hate 00:09:21.960 --> 00:09:24.400 about Pandora or Last FM, it's buffering. 00:09:24.480 --> 00:09:26.800 You don't use Google because it's the best, 00:09:26.880 --> 00:09:28.840 it's because it's the fastest. 00:09:28.920 --> 00:09:32.920 If Spotify is gonna succeed, speed is key. 00:09:33.000 --> 00:09:34.240 Don't forget that! 00:09:36.320 --> 00:09:38.600 - Okay, access and speed. - Mhm. Let's do this! 00:09:38.680 --> 00:09:39.960 Yes! 00:09:47.720 --> 00:09:52.160 When you start programming, you'll merely notice there's no shortcuts. 00:09:52.240 --> 00:09:54.920 You have to dare to get your hands dirty. 00:09:55.000 --> 00:09:56.600 A little code under your fingernails. 00:09:58.800 --> 00:10:02.280 A computer is like a child who doesn't know anything yet. 00:10:02.360 --> 00:10:06.480 I have to teach them, and that means everything. 00:10:08.040 --> 00:10:11.440 If my instructions are illogical, 00:10:11.520 --> 00:10:15.360 incomplete or inadequate, you will get a bug. 00:10:15.360 --> 00:10:15.400 Okay. So, what are his eyes saying right now? 00:10:18.280 --> 00:10:20.040 Here's my card, order whatever you want. 00:10:21.080 --> 00:10:22.800 Hi... 00:10:22.880 --> 00:10:24.840 He is... Um... 00:10:26.160 --> 00:10:27.920 Yeah... 00:10:27.920 --> 00:10:27.960 So...? 00:10:28.040 --> 00:10:31.240 Have you looked at any congestion control algorithms? 00:10:32.360 --> 00:10:34.880 - No. - No. 00:10:34.960 --> 00:10:38.440 And that has to be the worst pick-up line in entire world. 00:10:39.440 --> 00:10:42.960 What... What are you interested in? Beer? 00:10:43.800 --> 00:10:45.960 Medical science. I'm a student. 00:10:46.040 --> 00:10:47.560 I only work here on the weekends. 00:10:49.040 --> 00:10:52.120 So... tell me about cell biology. 00:10:52.960 --> 00:10:56.520 The cell is the most remarkable of all organisms in biology. 00:10:56.520 --> 00:10:59.120 It's like a little factory that produces whatever is needed to keep running, 00:10:59.200 --> 00:11:03.400 and it renews parts that need to be replaced, but it kind of services itself. 00:11:05.680 --> 00:11:09.960 And if needed, the production can be changed in an instant. 00:11:10.040 --> 00:11:13.720 All the recipes needed to produce what the factory creates 00:11:13.800 --> 00:11:16.400 are sort of encoded in the cell's genome. 00:11:16.480 --> 00:11:19.160 And the cool thing about it all is that, 00:11:20.440 --> 00:11:24.880 Well, it doesn't need any... blueprints, anything like that. 00:11:24.960 --> 00:11:28.560 It just regulates itself and it 00:11:28.560 --> 00:11:30.680 takes command of itself. 00:11:30.800 --> 00:11:48.640 It's fascinating really, how it all just continues to work all on its own... 00:11:58.480 --> 00:11:59.520 That was beautiful. 00:12:01.000 --> 00:12:03.040 What would you say if I asked you out sometime? 00:12:12.720 --> 00:12:14.000 It's done. 00:12:15.200 --> 00:12:16.200 Test it. 00:12:34.760 --> 00:12:36.280 Now, try something else. 00:12:43.840 --> 00:12:45.480 Yeah 00:12:45.560 --> 00:12:47.440 Unbelievable! 00:12:48.360 --> 00:12:52.240 With help from the whole team, we've made a smoother, faster system. 00:12:52.320 --> 00:12:56.720 It's actually a lot faster now and we've reduced the delay. So now the searches... 00:12:56.720 --> 00:12:58.040 It's still too slow. 00:13:01.600 --> 00:13:04.040 This is basically a masterpiece. 00:13:04.120 --> 00:13:05.520 Why should I care about that? 00:13:05.600 --> 00:13:08.400 500 milliseconds is too slow. 00:13:08.480 --> 00:13:12.400 Why would I bother clicking on a song if I have to wait 500 milliseconds for it? 00:13:15.640 --> 00:13:17.920 - How long is acceptable? - Zero! 00:13:22.840 --> 00:13:27.640 Zero? That's impossible and Daniel knew it. 00:13:27.720 --> 00:13:31.040 The delay between when you click on a link on the internet 00:13:31.120 --> 00:13:36.280 and when content is sent from a server, is affected by several factors. 00:13:36.360 --> 00:13:40.040 Suddenly, it depends on the amount of content but also on the 00:13:40.120 --> 00:13:45.440 type of internet connection, the workload on the network not to mention distribution 00:13:47.280 --> 00:13:49.400 which is the distance a cable has to carry data, 00:13:49.480 --> 00:13:53.880 I could streamline by adapting the the structure and finding some shortcuts 00:13:54.440 --> 00:13:57.960 but really it's just the amount of content that you have control over. 00:14:01.640 --> 00:14:07.000 Daniel! Look at this, only 12 month's warranty and it's at 75,000. 00:14:07.080 --> 00:14:10.080 That's a colossal amount. 00:14:17.160 --> 00:14:18.600 - Andreas! - Yes? 00:14:25.560 --> 00:14:29.440 Okay, here's the deal. We can't afford to do this on servers. 00:14:33.640 --> 00:14:35.280 I built the entire system on servers. 00:14:35.360 --> 00:14:39.000 Okay, but we can't afford the amount of servers we would need to scale up. 00:14:39.680 --> 00:14:42.280 You're going to have to build this as a P2P network. 00:14:56.760 --> 00:14:59.880 So... Why am I totally speechless right now? 00:15:00.600 --> 00:15:04.360 Okay, to explain that, I need to get a bit technical. Try to keep up now. 00:15:04.440 --> 00:15:06.960 If you wanted to build a streaming service like Spotify in 00:15:07.040 --> 00:15:09.600 2006, you really only had two options. 00:15:09.680 --> 00:15:13.400 Number one, to use servers. Okay, I'm server. This is me, 00:15:13.480 --> 00:15:15.960 here. I have access to a database. 00:15:16.040 --> 00:15:18.680 You can think of it as a big pile of CDs. 00:15:18.760 --> 00:15:24.280 My only job is basically to serve you the songs from these CDs. This is you. 00:15:24.880 --> 00:15:28.320 When you ask me to, I'll go and pick a CD out of the pile, 00:15:28.400 --> 00:15:32.000 I'll read the song you want from here, send it to you, from beginning to the end, 00:15:32.040 --> 00:15:33.400 a little at a time 00:15:33.440 --> 00:15:37.280 just like how you usually listen to music, it's lightening fast. 00:15:37.360 --> 00:15:39.040 The problem is that it's expensive. 00:15:39.120 --> 00:15:41.840 Servers are expensive to buy, but they're mainly expensive to run. 00:15:41.920 --> 00:15:44.320 They use a lot of electricity, and when they use it, they get 00:15:44.360 --> 00:15:48.800 hot, so you need more electricity to run the fans that cool the servers. Okay. 00:15:48.880 --> 00:15:52.840 That's why Daniel asked me a moment ago to use option number two, 00:15:52.920 --> 00:15:54.640 building a peer-to-peer network. 00:15:56.240 --> 00:15:57.480 I'll explain that, too. 00:15:58.600 --> 00:16:00.400 Okay, so peer-to-peer was the invention 00:16:00.480 --> 00:16:02.560 that laid the foundation for all the services 00:16:02.640 --> 00:16:06.200 like Kazaa, Napster, Limewire and of course Pirate Bay. 00:16:06.280 --> 00:16:09.640 Now we don't have a server anymore, just a bunch of confused users out there 00:16:09.720 --> 00:16:13.240 who are somehow connected to each other via the internet. 00:16:13.320 --> 00:16:16.200 All the internet-connected computers on this network 00:16:16.280 --> 00:16:19.040 are each other's equals. They are peers. 00:16:19.640 --> 00:16:22.680 Okay. The problem is that when we lost the server, 00:16:22.760 --> 00:16:25.240 we lost contact with the database. 00:16:25.320 --> 00:16:27.720 So the whole world's music is no longer available. 00:16:27.800 --> 00:16:31.400 But the users have a few different records each, 00:16:31.400 --> 00:16:33.920 and as long as they're willing to share with each other, 00:16:33.960 --> 00:16:36.640 we have a nice little communist society on the internet, 00:16:36.720 --> 00:16:40.040 but unlike communism, this idea really works. 00:16:40.120 --> 00:16:44.760 Now, when you want to listen a specific song, you first ask your neighbors, 00:16:44.840 --> 00:16:47.160 "Please, do any of you have the song?" 00:16:47.240 --> 00:16:51.080 Since there are billions of songs and only a few neighbors, they'll probably say no. 00:16:51.160 --> 00:16:54.000 But they can ask their neighbors, who ask their neighbors, 00:16:54.080 --> 00:16:58.160 until you finally find someone who has the song and starts sending it to you. 00:16:59.080 --> 00:17:01.920 This way, Spotify doesn't have to buy lots of expensive servers, 00:17:02.000 --> 00:17:08.560 but, there is a big disadvantage. See, it takes an agonizingly long time. 00:17:08.640 --> 00:17:11.440 It's a cheap solution, and definitely a bad one. 00:17:11.520 --> 00:17:13.640 Had Daniel been a real coder, he'd have known that, 00:17:13.720 --> 00:17:16.360 and he'd have know that he was asking me to do the impossible. 00:17:18.000 --> 00:17:19.880 He has a tendency to do that. 00:17:24.280 --> 00:17:25.280 I'll give it a try. 00:17:31.120 --> 00:17:34.120 What the hell is wrong with your generation? 00:17:34.920 --> 00:17:36.560 Music can never be free. 00:17:36.640 --> 00:17:38.720 If I get another one of these * pitches, 00:17:38.800 --> 00:17:42.680 I'm gonna make it my personal mission to crush your little shitty company. 00:17:42.760 --> 00:17:43.960 You got that? 00:17:45.040 --> 00:17:47.880 I hope I've been very, very, very clear with you. 00:17:54.640 --> 00:17:56.040 Just make it fast, Andreas. 00:18:02.520 --> 00:18:04.080 Did he really throw it on the ground? 00:18:04.120 --> 00:18:05.320 Yeah. 00:18:06.320 --> 00:18:07.320 Why? 00:18:08.120 --> 00:18:11.000 He is... a little unstable right now. 00:18:14.320 --> 00:18:15.720 He wants it to be faster. 00:18:16.520 --> 00:18:19.840 I don't even know if it's theoretically possible. 00:18:23.760 --> 00:18:25.880 The arteries sort of reshape themselves to create the pressure 00:18:25.880 --> 00:18:28.480 that the circulatory system needs. 00:18:30.920 --> 00:18:34.400 So I don't know, but maybe you can come up with something new? 00:18:48.080 --> 00:18:50.680 The battle between the record companies and Pirate Bay 00:18:50.760 --> 00:18:52.440 has now entered a new stage. 00:18:52.520 --> 00:18:56.960 It was at five o'clock this morning, the police led by prosecutor Pontén 00:18:57.040 --> 00:19:01.400 stormed the underground bunker where Pirate Bay had its servers. 00:19:01.480 --> 00:19:04.720 Mr Sundin, what do you think about the Pirate Bay raid? 00:19:04.800 --> 00:19:07.040 It's welcome but a little late. 00:19:07.120 --> 00:19:11.320 It's nice that the Swedish Government has realized they're not freedom fighters, 00:19:11.400 --> 00:19:14.160 but ordinary criminals. 00:19:14.240 --> 00:19:16.520 So now, I hope they get the punishment they deserve. 00:19:17.920 --> 00:19:20.720 We continue with more headlines. 00:19:20.800 --> 00:19:24.480 Hurricane Katrina has brought, Louisiana to a complete standstill, 00:19:24.560 --> 00:19:27.600 Katrina rolled from the gulf of Mexico and hit Louisiana at 00:19:27.680 --> 00:19:32.360 5am local time. It moves about about 105 miles per hour, 00:19:32.440 --> 00:19:35.520 ...Pirate Bay had everything in one place. 00:19:35.600 --> 00:19:37.080 - A lawsuit against Pirate Bay... - Daniel... 00:19:37.120 --> 00:19:39.040 The record companies pushed for this. 00:19:39.760 --> 00:19:40.760 Yeah, and? 00:19:40.840 --> 00:19:43.760 People like Sundin won't stop and now we have to negotiate with them. 00:19:44.560 --> 00:19:46.160 Yeah, we'll have to talk to them. 00:19:46.240 --> 00:19:49.440 No! They're the bad guys here, not Pirate Bay. 00:19:50.240 --> 00:19:52.960 We've all used that website since we were kids. 00:19:53.040 --> 00:19:56.040 We know the people who created them, we respect them. 00:19:56.120 --> 00:19:57.240 Yes. 00:20:00.160 --> 00:20:05.360 The people who create the technology that you need, care about things like this. 00:20:05.440 --> 00:20:07.480 They care about who's gonna control it. 00:20:07.560 --> 00:20:10.440 I chose to come to Spotify because I thought it was going to be free. 00:20:10.520 --> 00:20:13.400 Andreas, Spotify is a business. 00:20:14.680 --> 00:20:15.920 A business? 00:20:16.000 --> 00:20:20.080 I don't want to be part of a business that compromises with record companies. 00:20:20.160 --> 00:20:25.280 If we make a deal with them, we do it on our terms, not theirs. Or not at all. 00:20:38.880 --> 00:20:40.920 I think it was right at this moment, 00:20:41.000 --> 00:20:45.680 when I confronted Daniel, that the whole dynamic at Spotify started to change. 00:20:45.760 --> 00:20:49.600 What did I tell you? A company needs one leader. 00:20:49.680 --> 00:20:52.280 It's alright, Andreas just needs to let it out. 00:20:53.920 --> 00:20:55.760 Hey, I met a friend from Gothenburg, 00:20:55.840 --> 00:20:58.840 who said he worked with a completely insane coder, like you and Andreas. 00:20:58.920 --> 00:20:59.920 Who? 00:21:00.440 --> 00:21:02.320 Ludvig Strigeus. 00:21:12.840 --> 00:21:14.040 Maybe we can work on that. 00:21:14.120 --> 00:21:19.480 Or even working on this peer-search might be something, an option that we... 00:21:28.280 --> 00:21:29.440 Hey, Ludvig. 00:21:30.960 --> 00:21:32.920 - Hi. - Hey. 00:21:33.000 --> 00:21:35.360 I heard about what you're up to, sounds pretty cool. 00:21:35.920 --> 00:21:38.960 Okay guys, please welcome Ludvig to the team. 00:21:39.040 --> 00:21:42.400 He's just agreed to join Spotify as a consultant. 00:21:42.480 --> 00:21:45.680 And we are very grateful and happy about that! 00:21:45.760 --> 00:21:49.120 - Great! - Welcome! 00:21:51.840 --> 00:21:53.360 This is interesting. 00:21:56.200 --> 00:21:58.120 Can we talk for a second? 00:22:06.480 --> 00:22:07.760 Ludvig Strigeus? 00:22:07.840 --> 00:22:11.480 Without saying anything, not asking, consulting? 00:22:11.560 --> 00:22:13.040 If anything, you should be thanking me. 00:22:13.080 --> 00:22:15.840 No one knows peer-to-peer better than Ludvig. 00:22:16.880 --> 00:22:21.640 Okay. Fine, but... Is this because I expressed my opinion? 00:22:21.720 --> 00:22:27.520 No, Andreas. We just bought uTorrent from Ludvig. We'll be able to use his code. 00:22:28.200 --> 00:22:31.200 Listen, he's still part of your team. You're the CTO. 00:22:33.320 --> 00:22:34.720 Why didn't you ask me? 00:22:35.680 --> 00:22:39.840 The best idea wins, your policy, right? He'll run the front end, you the back end. 00:22:55.680 --> 00:22:57.280 So we've built a hybrid system. 00:22:58.360 --> 00:22:59.600 Okay... 00:22:59.680 --> 00:23:02.200 Essentially, it's still peer-to-peer. 00:23:02.280 --> 00:23:05.200 It's convenient and easy to scale up. 00:23:05.280 --> 00:23:09.800 Ten percent of the time, only when needed, we have the option to switch to a server, 00:23:09.880 --> 00:23:14.240 load the first few seconds from there and switch back to P2P when it catches up. 00:23:19.560 --> 00:23:23.960 Even unexpected searches respond and the system will keep improving. 00:23:34.720 --> 00:23:35.960 It's fantastic. 00:23:37.400 --> 00:23:40.280 This is the most sophisticated music player ever built. 00:23:41.200 --> 00:23:44.720 It's smart, it's smooth, it's fast. 00:23:54.440 --> 00:23:59.040 Nah, it's too slow. On random searches, there is a slight delay. 00:24:02.200 --> 00:24:04.720 Now we're at 250 milliseconds. 00:24:04.800 --> 00:24:09.760 The human ear perceives anything under 200 milliseconds as instantaneous. 00:24:09.840 --> 00:24:13.200 - That's 0.05 seconds... - And that's not good enough. 00:24:13.280 --> 00:24:15.880 So this is because of the TCP/IP. 00:24:15.960 --> 00:24:20.880 I don't know if you know how it works, but basically it's internet architecture. 00:24:20.960 --> 00:24:23.320 We have to wait for the ACK from the client, 00:24:23.400 --> 00:24:25.920 otherwise we get packet loss. That's a hard red light. 00:24:25.920 --> 00:24:27.800 And it's your job to find a way around it. 00:24:27.840 --> 00:24:30.600 But that's how the whole * internet works! 00:24:31.760 --> 00:24:33.960 You're asking for something that's impossible! 00:24:36.200 --> 00:24:39.760 If we design a car, we can make the engine bigger 00:24:39.840 --> 00:24:41.640 we can make the wheels spin faster, 00:24:41.720 --> 00:24:43.760 but we can't build a new road, 00:24:43.800 --> 00:24:46.200 just because you don't understand the technology! 00:24:51.640 --> 00:24:53.200 Here's the thing Andreas, 00:24:56.240 --> 00:24:58.240 I gave you this opportunity. 00:24:59.560 --> 00:25:00.920 And I backed you up to. 00:25:03.000 --> 00:25:05.560 So either you build the player that I want 00:25:08.040 --> 00:25:09.600 or you can go. 00:26:07.720 --> 00:26:08.960 You doing okay? 00:26:12.160 --> 00:26:15.440 Daniel is the boss, Andreas. Everyone knows that. 00:26:17.040 --> 00:26:18.080 The boss... 00:26:19.800 --> 00:26:20.880 Andreas... 00:26:23.840 --> 00:26:24.880 I know. 00:26:28.840 --> 00:26:30.200 When I was a kid... 00:26:31.760 --> 00:26:33.200 I was always the nerd. 00:26:34.880 --> 00:26:38.680 And... I tried, I... 00:26:40.320 --> 00:26:43.000 In school, I was too much and I was too little, 00:26:43.080 --> 00:26:48.600 and I had to learn to accept that people like me, we don't have friends. 00:26:52.080 --> 00:26:55.840 But I just you know, fantasized that... 00:26:55.920 --> 00:27:01.080 I would... I would find my gang. That I'd find... 00:27:01.160 --> 00:27:02.520 my avengers. 00:27:03.480 --> 00:27:08.520 People who were on the same wavelength as me. 00:27:11.720 --> 00:27:15.400 Yeah. Maybe I'm just too... 00:27:41.040 --> 00:27:42.480 Can I have that. 00:27:44.280 --> 00:27:45.360 Okay. 00:27:45.440 --> 00:27:48.920 We know that when our server starts sending data to the client, 00:27:49.000 --> 00:27:53.240 it's kind of like when a car pulls up to an intersection and gets a red light. 00:27:53.320 --> 00:27:58.360 But what do you do when you see the light about to turn red? 00:28:02.720 --> 00:28:04.400 You accelerate. 00:28:04.480 --> 00:28:08.520 The idea is to slow down, but everyone speeds up, that's what you do. 00:28:08.600 --> 00:28:11.400 - But we can't really... - Yes, we can. 00:28:11.480 --> 00:28:12.680 We clone the TCP/IP, 00:28:12.760 --> 00:28:15.800 then we do our own implementation of both flow and congestion control. 00:28:15.880 --> 00:28:20.160 A big * congestion window and no slow start at all. 00:28:20.240 --> 00:28:21.160 That's right. 00:28:21.240 --> 00:28:24.400 Our only problem is that the timeout is too strict for our purpose. 00:28:24.480 --> 00:28:27.920 It prevents us from sending data faster than the network can actually handle. 00:28:28.000 --> 00:28:32.960 Yeah sure, we'd get some packet loss, but nobody needs to know about that. 00:28:33.040 --> 00:28:35.400 Yeah, okay. But what does that mean in plain language? 00:28:35.480 --> 00:28:38.440 Alright, here's the deal. The internet is basically built to be perfect. 00:28:38.520 --> 00:28:39.760 No data should be lost. 00:28:39.840 --> 00:28:42.200 And for the vast majority of purposes, that's absolutely fine. 00:28:42.240 --> 00:28:47.240 After all, the defense industry built it. They have to stop at the red light. 00:28:47.320 --> 00:28:51.000 Because if they accidentally crash, all the data is lost. 00:28:51.800 --> 00:28:55.200 But * that. * the Pentagon. 00:28:55.280 --> 00:28:59.120 We're Spotify, if we crash a little bit, it doesn't matter. 00:28:59.200 --> 00:29:02.640 The tiny part of the song that gets lost, no one will notice it even existed. 00:29:03.240 --> 00:29:05.120 It is simply not audible. 00:29:05.720 --> 00:29:09.360 We will build the first protocol that breaks the rules. 00:29:09.440 --> 00:29:12.440 The world's first system to be imperfect on purpose. 00:29:12.520 --> 00:29:15.480 When we see the red light, we won't slow down. 00:29:15.560 --> 00:29:17.120 We will accelerate. 00:29:19.120 --> 00:29:24.160 Even if we lose a minuscule part of the song, who cares? 00:29:28.520 --> 00:29:29.520 Let's do it! 00:29:44.720 --> 00:29:46.400 This is a brand new protocol. 00:29:46.480 --> 00:29:49.280 Gunnar and Fredrik applied for a patent this morning. 00:29:50.800 --> 00:29:55.080 Whatever happens from here, we've created a nice little piece of computer history. 00:29:55.160 --> 00:29:57.400 A unique network protocol that's never been seen before. 00:29:58.440 --> 00:30:02.640 The best-designed, most user-friendly, 00:30:02.720 --> 00:30:05.560 the most complete music player that ever existed. 00:31:10.400 --> 00:31:12.600 It's goddamn perfect! 00:31:12.680 --> 00:31:14.920 Yes! 00:31:17.560 --> 00:31:18.560 Nice work. 00:31:32.280 --> 00:31:35.280 Shit, you guys should be proud! Wow. 00:31:36.280 --> 00:31:37.640 We got it! 00:31:54.720 --> 00:31:55.720 Daniel. 00:31:56.440 --> 00:31:58.920 We have this new functionality that I think you'll want to see. 00:31:59.720 --> 00:32:00.600 On the left, 00:32:00.680 --> 00:32:04.320 the artist page as it was, and on the right, as it is now. 00:32:04.320 --> 00:32:05.960 Our beta testers have given us user data 00:32:06.040 --> 00:32:08.640 that allows us to customize the whole experience for them. 00:32:08.680 --> 00:32:13.040 It finally gives us a real edge over the record companies. 00:32:13.120 --> 00:32:15.600 - I'm not giving this to them. - No. 00:32:15.680 --> 00:32:20.200 - Why not? These offer the prospects for... - We'd be playing into their hands. 00:32:20.280 --> 00:32:24.040 The whole point of Spotify was to share power more equally in the market. 00:32:24.040 --> 00:32:26.920 OK, here's the deal. We'll have to pay those record companies a one-off fee. 00:32:27.000 --> 00:32:30.160 So we need to discuss whether we can keep Spotify free or not. 00:32:30.240 --> 00:32:33.440 What? You're not suggesting a paywall are you? 00:32:33.520 --> 00:32:37.720 We're discussing whether we can keep any part of Spotify free at all, yes. 00:32:37.800 --> 00:32:40.400 The music is already free, it's already up on Pirate Bay, so... 00:32:40.480 --> 00:32:41.800 Okay, Andreas, can we talk... 00:32:41.880 --> 00:32:42.880 No, wait a minute. 00:32:42.880 --> 00:32:46.360 When we started this, we agreed it had to be free. 00:32:46.440 --> 00:32:48.400 The younger generation expects it to be free. 00:32:48.480 --> 00:32:50.720 Okay, you've started this as a teenage dream, I get it. 00:32:50.800 --> 00:32:52.960 You want to do it your way, the easy way. 00:32:53.040 --> 00:32:55.360 But it's not a sustainable business model. 00:32:55.440 --> 00:32:57.760 That's why we're fumbling around trying to find one now. 00:32:57.760 --> 00:33:03.680 We started this with an idea, a principle. I don't know if you understand that. 00:33:03.760 --> 00:33:06.960 - Good luck getting the bank to understand. - The bank? The bank? 00:33:07.040 --> 00:33:10.800 Why do you let the bank run your life? Who cares what they think? 00:33:10.880 --> 00:33:12.600 Okay, listen to me. 00:33:12.680 --> 00:33:15.560 Either you accept that you have to make major concessions and 00:33:15.560 --> 00:33:18.760 fast or we're done working together. 00:33:40.560 --> 00:33:44.000 Okay. Then I guess we're done. 00:33:45.560 --> 00:33:47.360 - Thank you for your time. - Petra, what are you doing? 00:33:47.400 --> 00:33:50.080 It's been great, but I can't work like this. 00:33:54.280 --> 00:33:55.400 Petra! 00:33:59.960 --> 00:34:01.200 Good. 00:34:02.360 --> 00:34:04.040 Daniel, we have the technology now. 00:34:04.880 --> 00:34:07.840 We've built something beautiful that everyone would want to use. 00:34:07.920 --> 00:34:09.320 We're almost out of money. 00:34:10.120 --> 00:34:12.640 - We'll go bankrupt. - No, not bankrupt. 00:34:12.720 --> 00:34:16.200 It's gonna be a bit tough, but if we launch now, even without rights, 00:34:16.280 --> 00:34:18.600 we'll crush all the other streaming services within weeks. 00:34:18.680 --> 00:34:21.240 While the record companies are suing our * off. 00:34:21.320 --> 00:34:24.240 They need us. We will be too big to fail. 00:34:25.480 --> 00:34:27.200 I want Petra to come back. 00:34:29.360 --> 00:34:30.360 What? 00:34:31.440 --> 00:34:33.120 I want Petra to come back. 00:34:38.680 --> 00:34:44.280 This is the final call to flight SA7062 to Singapore. 00:34:49.960 --> 00:34:52.080 That's not what really happened.