WEBVTT 00:00:23.000 --> 00:00:25.560 Okay, so you've heard about Daniel Ek and his dream. 00:00:26.480 --> 00:00:30.080 and you've heard about the struggles of Per Sundin and the music business 00:00:30.160 --> 00:00:33.400 and how they saw that Spotify could save them. 00:00:33.480 --> 00:00:35.760 But if you really thought it was that simple? 00:00:35.840 --> 00:00:37.960 Think again. 00:00:38.040 --> 00:00:41.160 Remember, the one thing music execs hate, is change. 00:00:41.240 --> 00:00:44.520 And the one thing tech guys hate, is compromise. 00:00:44.600 --> 00:00:48.160 Somebody had to figure out what the hell this new universe looks like. 00:00:52.720 --> 00:00:55.280 Heard you won again, everybody's talking about you. 00:00:56.360 --> 00:01:00.400 Everybody already knows how these trials will end, it's nothing new. 00:01:00.480 --> 00:01:04.360 It's kind of like that movie, what's it called? "Groundhog Day" I think. 00:01:04.440 --> 00:01:08.360 Wish my Mondays were that great. The CEO loves you. 00:01:08.440 --> 00:01:10.560 You're gonna be partner, I'm sure of it. 00:01:11.480 --> 00:01:16.280 You know what you need to do? Let loose and go out. Celebrate. 00:01:16.360 --> 00:01:18.880 Shake it up a little. Okay? 00:01:19.560 --> 00:01:21.920 Trust me, it'll be too late when you're changing diapers 00:01:22.000 --> 00:01:24.280 and picking up your kids from kindergarten. 00:01:24.360 --> 00:01:25.520 I'm coming. 00:01:26.280 --> 00:01:28.720 I don't get how he can't make it before five. 00:01:28.800 --> 00:01:31.240 Hey, promise me you won't go back to the office, okay? 00:01:31.840 --> 00:01:33.720 Get out, party. Whatever. 00:01:33.800 --> 00:01:35.840 - We'll see. - Ciao! 00:01:35.920 --> 00:01:39.280 - Here's the contract you asked me to print - Cool, excellent! Would you mind 00:01:39.360 --> 00:01:42.600 - putting these files in my office? - Yeah. 00:01:42.680 --> 00:01:45.600 - I'll take a look at the contract later. - Don't forget the meeting. He's been 00:01:45.640 --> 00:01:48.600 - waiting a while now. - See you in a couple of weeks. 00:01:48.680 --> 00:01:49.840 Very good. 00:01:49.920 --> 00:01:50.760 Petra? 00:01:54.920 --> 00:01:57.680 I'm going to have to reschedule that meeting for later in the week okay? 00:01:57.720 --> 00:01:59.480 Okay! Yeah, that's fine. 00:02:01.960 --> 00:02:04.520 Petra. Good. 00:02:04.600 --> 00:02:07.360 Congratulations on another success. 00:02:07.440 --> 00:02:09.120 - Well played, really well done. - Thanks. 00:02:09.200 --> 00:02:12.440 The bosses at Petterson are calling me and begging me for mercy now. 00:02:12.520 --> 00:02:15.480 Okay... Who were you talking to just now? 00:02:15.560 --> 00:02:16.880 Maxine Silverson. 00:02:16.960 --> 00:02:19.400 From the Sony Music office in New York. 00:02:19.480 --> 00:02:26.120 They have a modest ten million dollar budget for legal expenses. How about that? 00:02:26.200 --> 00:02:29.280 Does that mean we're representing a record company? 00:02:29.360 --> 00:02:30.400 Yes, exactly. 00:02:30.480 --> 00:02:31.520 That's right. 00:02:31.600 --> 00:02:33.920 The record companies finally decided to fight back 00:02:34.000 --> 00:02:39.000 and they've asked us to basically sniff out every little internet service 00:02:39.080 --> 00:02:41.920 that uses their music illegally. 00:02:42.000 --> 00:02:44.160 And who are you going to give the assignment to sir? 00:02:44.240 --> 00:02:47.200 It's a very interesting and complex area of law. I'm thinking 00:02:47.280 --> 00:02:50.280 it has to be someone who can handle that type of case. 00:02:50.360 --> 00:02:53.800 Yes, exactly. But the thing is, they want a senior partner. 00:02:54.840 --> 00:02:56.320 Yes, Carl... 00:03:00.880 --> 00:03:01.920 Petra. 00:03:08.160 --> 00:03:09.200 Petra... 00:03:10.120 --> 00:03:12.480 Do you need anything for the meeting? 00:03:12.560 --> 00:03:13.400 What meeting Linda? 00:03:13.480 --> 00:03:16.280 Martin Lorentzon. He refuses to leave. 00:03:16.360 --> 00:03:18.440 Wait, what was that about again? 00:03:18.520 --> 00:03:19.360 Spotify. 00:03:19.440 --> 00:03:22.680 - The start-up thing? Is he still there? - Yeah and he's coming over now. 00:03:22.760 --> 00:03:24.920 - Okay, you have to cancel it right now. - I can't, he's very persistent... 00:03:24.960 --> 00:03:27.240 - Tell him I'll meet him next week. - Petra, hey! 00:03:27.320 --> 00:03:29.280 - Yeah, hi. - We have a meeting booked. 00:03:29.360 --> 00:03:32.120 Yeah we did, unfortunately, there's been a double booking, 00:03:32.200 --> 00:03:34.880 Linda will reschedule for you, so we can meet... 00:03:34.960 --> 00:03:36.400 No it won't take long. 00:03:36.480 --> 00:03:38.920 I just want to give you a glimpse of our plans. 00:03:39.000 --> 00:03:41.440 We're a streaming service as you probably know. 00:03:41.520 --> 00:03:45.960 I do, but this law firm doesn't work with companies at risk of being sued. 00:03:45.960 --> 00:03:46.440 No, no one will be sued. 00:03:46.520 --> 00:03:49.240 We're gonna get the music rights and become the first 00:03:49.320 --> 00:03:52.240 fully legal streaming service in the world. 00:03:52.920 --> 00:03:55.560 - A fully legal streaming service? - Yep! 00:03:56.120 --> 00:03:58.160 Okay I'm sorry, what did you say your name was? 00:03:58.240 --> 00:04:01.880 Martin Lorentzon. I founded Tradedoubler and now I'm building Spotify. 00:04:02.560 --> 00:04:05.280 We already have a couple of record companies as clients 00:04:05.360 --> 00:04:08.560 so I can't represent you without creating a conflict of interest. 00:04:08.640 --> 00:04:11.520 No, you don't understand, we don't want you to represent us. 00:04:12.520 --> 00:04:14.200 Then what can I do for you? 00:04:14.280 --> 00:04:17.680 I want to hire you. As our lawyer. Full time. 00:04:18.880 --> 00:04:20.720 You'd be working for us at Spotify, 00:04:20.800 --> 00:04:24.160 negotiating and drafting our agreements with the music industry. 00:04:25.400 --> 00:04:26.960 Okay. 00:04:27.040 --> 00:04:30.320 You want me to quit one of Scandinavia's top law firms 00:04:30.320 --> 00:04:32.720 to go work at a start-up that nobody has heard of? 00:04:33.800 --> 00:04:36.840 - Yes! - Okay. 00:04:36.920 --> 00:04:39.960 - Thanks for the laugh, it's been a while. - Of course. 00:04:40.040 --> 00:04:43.400 But this is way too crazy for me, okay? No offence. 00:04:43.480 --> 00:04:44.680 But crazy is good! 00:04:45.840 --> 00:04:49.840 Crazy can be good. Believe me. Here, take my card. 00:04:52.280 --> 00:04:56.120 Come by the office and just look at the player. That's all I ask. 00:04:59.200 --> 00:05:00.200 Bye! 00:05:13.840 --> 00:05:13.880 decisions that haven't been formally 00:05:13.960 --> 00:05:19.880 confirmed at the board meeting, but good news is good news right? 00:05:19.960 --> 00:05:24.840 We have a new junior partner. 00:05:24.920 --> 00:05:27.120 Petra Hansson, welcome! 00:05:31.760 --> 00:05:33.960 Yes, absolutely! Of course. 00:05:34.040 --> 00:05:37.600 - Congratulations! Great job. - Well, thank you for your trust. 00:05:37.680 --> 00:05:39.040 It was actually an easy decision 00:05:39.120 --> 00:05:43.360 considering the tremendous performance you've shown us this year. Fantastic! 00:05:43.440 --> 00:05:45.200 - Thank you so much! - Welcome aboard. 00:05:45.280 --> 00:05:46.960 - Yes, thank you. - Well deserved. 00:05:47.040 --> 00:05:50.200 Glad to hear that. Well, I feel ready for the record company. 00:05:50.280 --> 00:05:52.400 - For what? - Well... 00:05:52.480 --> 00:05:55.600 I knew the minute I saw Maxine Silverson here that 00:05:55.680 --> 00:05:57.360 you were going to give me that case. 00:05:57.440 --> 00:05:58.720 - Right. - Okay. 00:06:33.760 --> 00:06:34.760 Yes! 00:06:35.600 --> 00:06:37.280 Thanks. 00:06:49.520 --> 00:06:51.560 Excuse me? 00:06:51.640 --> 00:06:54.520 - Can I help you with something? - No, no need. Don't worry. 00:06:54.600 --> 00:06:56.240 Are you here to meet someone, or...? 00:06:57.400 --> 00:07:00.480 Yes, I was supposed to meet Martin Lorentzon, but I don't think he's here. 00:07:00.560 --> 00:07:04.080 Yeah, Martin's here. Follow me, I'll take you. 00:07:06.080 --> 00:07:07.640 He's right over here. 00:07:08.320 --> 00:07:11.080 Uhm yeah. By the way, I'm Sophia. 00:07:11.160 --> 00:07:15.960 - Are you Martin's assistant? - No, I'm the global marketing manager. 00:07:19.240 --> 00:07:20.360 And who are you? 00:07:20.440 --> 00:07:22.720 - Hold that. - Whoa! Uhm... 00:07:22.800 --> 00:07:25.040 That's not okay! 00:07:25.120 --> 00:07:28.960 No, of course... Sorry, come with me. Sorry about that. 00:07:29.040 --> 00:07:32.200 They mean no harm. 00:07:32.280 --> 00:07:35.320 - Dope power suit! - Do I have a mark here now? 00:07:35.400 --> 00:07:37.720 - No, I think you're good. - Thanks. 00:07:37.800 --> 00:07:40.960 Martin, you have a visitor. 00:07:41.840 --> 00:07:43.240 - Petra! - Hi! 00:07:43.320 --> 00:07:46.280 - You came! - Yes, I survived the walk to your office. 00:07:46.360 --> 00:07:47.800 That's great! 00:07:47.880 --> 00:07:51.760 I see you met Sophia. She's brilliant! 00:07:51.840 --> 00:07:54.440 She's got everybody talking about Spotify. 00:07:54.520 --> 00:07:57.200 She knows all of Stockholm. 00:07:57.280 --> 00:07:58.680 So... 00:07:58.760 --> 00:08:02.400 In there, we have Daniel Ek, our CEO and my co-founder. 00:08:02.480 --> 00:08:06.400 - I didn't know you had a co-founder. - I do, he's a genius. 00:08:06.480 --> 00:08:09.640 He just has a hard time compromising with the music industry. 00:08:09.720 --> 00:08:11.400 But you know... 00:08:11.480 --> 00:08:14.920 Maybe every genius needs a little guidance. 00:08:15.000 --> 00:08:16.680 It depends. 00:08:16.760 --> 00:08:19.840 That's why we need you here, right? 00:08:19.920 --> 00:08:21.920 You're going to meet a real hero. Come on. 00:08:23.720 --> 00:08:27.800 Niklas, Petra. 00:08:27.880 --> 00:08:30.120 Niklas here has handled the negotiations so far. 00:08:30.200 --> 00:08:31.720 - Hi. Niklas. - Petra. 00:08:31.800 --> 00:08:33.720 He knows all about you. 00:08:33.800 --> 00:08:36.040 Yeah, I think he's a little star struck right now. 00:08:36.760 --> 00:08:39.560 It looks like you have a negotiator, so you don't really need me. 00:08:39.640 --> 00:08:45.760 We do need you, believe me. Been wrestling with the record companies alone 00:08:45.840 --> 00:08:48.280 for far too long. So you are more than needed. 00:08:48.360 --> 00:08:49.280 Welcome. 00:08:50.800 --> 00:08:56.400 - We're old childhood friends, actually. - Are you going to show me this player? 00:08:56.480 --> 00:08:58.360 Of course. Over here. 00:08:59.280 --> 00:09:03.400 - Nice meeting you. - Meet Andreas Ehn and Ludvig Strigeus. 00:09:03.960 --> 00:09:07.960 The super geniuses behind the beta application we've created. 00:09:08.040 --> 00:09:10.520 - Hey! Andreas. - Hi! Petra. 00:09:11.800 --> 00:09:14.040 - Ludvig. - I'm Petra, nice to meet you. 00:09:14.760 --> 00:09:17.640 So, Sophia is brilliant, 00:09:17.720 --> 00:09:20.640 Daniel is a genius, Niklas is a hero, 00:09:20.720 --> 00:09:22.920 Andreas and Ludvig are also geniuses. 00:09:23.000 --> 00:09:26.200 So do you have anyone who might be... 00:09:26.280 --> 00:09:28.040 I don't know, just normal? 00:09:28.120 --> 00:09:30.240 Ehm... No. 00:09:30.320 --> 00:09:32.240 Why don't you try the player yourself. 00:09:33.280 --> 00:09:34.280 Here. 00:09:43.760 --> 00:09:46.880 But how... but? Wait a minute... It's playing, how come? 00:09:46.960 --> 00:09:48.400 It's supposed to download... 00:09:50.840 --> 00:09:52.640 This is unbelievable! 00:09:55.440 --> 00:10:00.040 Okay, wow. I'm super impressed. 00:10:02.320 --> 00:10:03.320 Want a coffee? 00:10:04.800 --> 00:10:08.440 No. I think I'll sit here and listen to music. 00:10:08.520 --> 00:10:11.040 But... okay. Wow. 00:10:11.840 --> 00:10:14.720 I'm almost a little shocked. This is really... 00:10:14.800 --> 00:10:16.800 How did you make it look so pretty too? 00:10:18.720 --> 00:10:20.920 But what's the plan if they won't give you the rights? 00:10:22.080 --> 00:10:26.160 Martin, the record companies will do everything they can to stop this. 00:10:26.240 --> 00:10:29.080 - They want to crush the digital market. - Yes, we know. 00:10:29.160 --> 00:10:32.640 And that's why you're here, that's why we want to hire you, Petra. 00:10:32.720 --> 00:10:36.960 Yes, but how long can you afford that? Six months? A year, if you're lucky. 00:10:37.040 --> 00:10:41.880 Martin, negotiating with record companies, it's a bit like getting water-boarded. 00:10:43.520 --> 00:10:48.240 You know, the purpose is to like drag it out until you're completely exhausted 00:10:48.320 --> 00:10:51.760 and disgusted and you just beg and plead for it to be over. 00:10:52.680 --> 00:10:54.840 So, how long do you think it will take before 00:10:54.920 --> 00:11:01.080 your investors give it up and I have to crawl back and ask for my old job back? 00:11:01.160 --> 00:11:03.080 We have no investors. 00:11:04.320 --> 00:11:05.320 I'm the money. 00:11:07.360 --> 00:11:12.000 Listen, I'm prepared to put all the money I made in Tradedoubler into this. 00:11:13.600 --> 00:11:17.880 Now, look. This probably looks like a start-up to you. 00:11:18.680 --> 00:11:22.440 - Please, of course it does, like a lot. - Yes! And it is, absolutely. 00:11:22.520 --> 00:11:24.920 But it's not just any start-up. 00:11:25.000 --> 00:11:29.320 Because it's the only start-up that has a budget that covers legal costs. 00:11:29.400 --> 00:11:32.200 And that's how we'll negotiate with the record companies. 00:11:33.560 --> 00:11:39.160 You've worked in organizations that have operated in creative fields, haven't you? 00:11:39.240 --> 00:11:41.760 You've represented musicians. 00:11:42.560 --> 00:11:43.840 No, not quite, but... 00:11:43.920 --> 00:11:47.760 Yeah, you're a genius. 00:11:47.840 --> 00:11:50.080 You're amazing. You took... 00:11:50.160 --> 00:11:53.440 You graduated top of your class in law school... 00:11:53.520 --> 00:11:57.080 You did a master's, a two-year master's in one year. 00:11:57.160 --> 00:11:59.800 - One and a half, to be precise. - Look at that. 00:12:00.560 --> 00:12:04.200 It often takes eight years to become a partner, you became a partner in five. 00:12:06.120 --> 00:12:09.520 We want to turn the whole industry upside down, Petra. 00:12:11.040 --> 00:12:15.120 You have a chance to be part a part of the new chapter in music history. 00:12:16.080 --> 00:12:17.320 To create something. 00:12:18.440 --> 00:12:20.120 The only thing we need right now, 00:12:20.920 --> 00:12:25.440 is someone who's passionate about the cause and knows the law. 00:12:28.160 --> 00:12:33.720 We both know that you're the right person in the right place, right now. 00:12:39.040 --> 00:12:41.560 How many songs do you have on that server? 00:12:41.640 --> 00:12:42.920 All of them. 00:12:44.000 --> 00:12:45.800 You cannot have all the songs on it. 00:12:46.760 --> 00:12:49.200 Yes. All of them. 00:13:00.200 --> 00:13:03.000 Excuse me please guys, do you mind if I try it again. 00:13:03.080 --> 00:13:05.880 Yeah. Here you go. 00:13:06.680 --> 00:13:08.200 Thank you, very much. 00:13:30.720 --> 00:13:34.600 You can tell the genius in there that from now on, I'm in charge of the legalities. 00:13:34.680 --> 00:13:35.680 Okay. 00:13:37.040 --> 00:13:38.560 - Thank you very much. - Thanks. 00:13:38.640 --> 00:13:41.040 - Bye. Goodbye. - Take care. 00:13:41.120 --> 00:13:42.160 Thank you. 00:13:42.840 --> 00:13:43.840 Thanks. 00:13:54.440 --> 00:13:55.840 - Yeah. - Do you know something I don't know? 00:13:55.920 --> 00:13:58.680 Because getting the licenses for the music will take longer than that. 00:13:58.760 --> 00:14:00.560 But I had to say something, right? 00:14:00.640 --> 00:14:03.640 The coders have been ready for months, We need to keep the buzz going. 00:14:03.720 --> 00:14:07.200 That's the thing, we shouldn't have to pay any royalties. We're a platform. 00:14:07.280 --> 00:14:09.840 It's not like Google pays for every page they pull up. 00:14:09.920 --> 00:14:11.800 But I feel like you don't understand what I mean. 00:14:11.840 --> 00:14:13.680 - Niklas, help me! - I hear what you're saying. 00:14:13.760 --> 00:14:14.800 Please help me, you have to help me, please. 00:14:14.840 --> 00:14:18.720 I get what you're saying. You're saying they won't budge, but neither will we. 00:14:18.800 --> 00:14:21.400 We are the future Petra, we make the rules now. 00:14:21.480 --> 00:14:25.320 And if they don't get it, well, they can keep getting * by Pirate Bay, right? 00:14:26.720 --> 00:14:31.160 - Are you guys done now so we can...? - Yeah! We are totally done. 00:14:33.560 --> 00:14:34.560 Welcome. 00:14:34.600 --> 00:14:36.640 - Thank you. - Thank you! 00:14:36.720 --> 00:14:38.440 I am Maxine Silverson, 00:14:38.520 --> 00:14:40.840 a senior adviser to the CEO. 00:14:40.920 --> 00:14:44.120 And we really love the BETA-version of Spotify. 00:14:44.200 --> 00:14:45.560 - That's great to hear. - Yeah. 00:14:45.640 --> 00:14:48.160 I really think that there's something special about it. 00:14:48.240 --> 00:14:51.560 The first thing to say is that Spotify is a new model. 00:14:54.640 --> 00:14:55.640 I'm sorry? 00:14:55.720 --> 00:14:57.360 As I said, we really like your new music client, 00:14:57.440 --> 00:15:01.280 and we would love to work with you, but... 00:15:01.360 --> 00:15:06.800 If you want to get access to our music, these are our fees. 00:15:07.840 --> 00:15:08.840 Upfront? 00:15:09.320 --> 00:15:11.880 Yeah, upfront. 00:15:13.600 --> 00:15:14.760 I'm sorry. 00:15:16.320 --> 00:15:17.840 The world is changing. 00:15:18.880 --> 00:15:22.640 but that doesn't mean you get to break the cookie jar and take whatever you want. 00:15:24.680 --> 00:15:27.920 But we know what we do, and we know what our music is worth. 00:15:28.000 --> 00:15:31.640 But if you want to share, start a nursery. 00:15:32.960 --> 00:15:34.760 You want music? 00:15:34.840 --> 00:15:35.920 Pay. 00:15:42.640 --> 00:15:45.720 Daniel, we need to go over our strategy for these meetings. 00:15:45.800 --> 00:15:46.640 What? Why? 00:15:46.720 --> 00:15:50.480 Because it doesn't work for you to berate everyone that we need on our side. 00:15:50.560 --> 00:15:53.480 So, * getting them on our side then! 00:15:53.560 --> 00:15:56.000 If they don't get it, or just don't want to, well then * them. 00:15:56.000 --> 00:15:58.000 We can't talk about this here. Let's go to one of the other rooms. Okay? 00:16:00.600 --> 00:16:02.560 - It's going to be awesome! - That's great! 00:16:03.240 --> 00:16:04.240 Thanks! 00:16:11.720 --> 00:16:13.960 - If we're lucky, four, five... - Months? 00:16:14.040 --> 00:16:15.200 No. Weeks. 00:16:19.760 --> 00:16:23.240 I know, it's my fault. We have four weeks to launch. 00:16:24.640 --> 00:16:28.600 I'll get the money. How did the meeting go? 00:16:28.680 --> 00:16:32.320 Ask Daniel, he snapped and told the head lawyer at Sony to go to hell. 00:16:32.400 --> 00:16:33.440 - No, I didn't. - You did. 00:16:33.480 --> 00:16:35.280 - No, not directly. - Daniel... 00:16:35.360 --> 00:16:38.880 Please! I get so * tired of these people who think they know everything. 00:16:38.960 --> 00:16:41.400 - So what the hell do we do? - We obviously have to compromise. 00:16:41.440 --> 00:16:42.560 - No way. - Would you rather 00:16:42.600 --> 00:16:45.640 - sacrifice the company instead? - We won't sacrifice, we have a strategy. 00:16:45.720 --> 00:16:47.680 And that strategy isn't working, Daniel. 00:16:48.560 --> 00:16:50.480 Here's the thing, when you brought me in as a lawyer, 00:16:50.560 --> 00:16:53.520 you wanted someone who could get the licenses. 00:16:53.600 --> 00:16:56.440 We'll never get the licenses acting like this. 00:16:56.520 --> 00:17:00.600 It's crucial to be the adults in the room, and not some whiny kids. 00:17:00.680 --> 00:17:03.440 We need to show the industry that we've bring solutions. 00:17:03.520 --> 00:17:06.000 I know these people! I've worked with them. 00:17:06.080 --> 00:17:09.440 I know how they work. I need to be in charge of conversation when we negotiate. 00:17:09.520 --> 00:17:12.840 Whatever you need to get the deal done, Petra, do it. 00:17:12.920 --> 00:17:16.480 Well to begin, we want to ignore Sony for now, and focus on other companies. 00:17:16.560 --> 00:17:19.160 We have Universal, Warner, EMI. 00:17:19.240 --> 00:17:23.440 We just need to get one of these companies over and the others will come themselves. 00:17:23.520 --> 00:17:26.120 Then I think we should focus on Warner. 00:17:26.200 --> 00:17:29.000 I looked at the results of last year's CPR. 00:17:29.080 --> 00:17:33.680 There's no other company that's been hit as hard by piracy as Warner. 00:17:33.760 --> 00:17:35.960 If anyone needs this deal, it's clearly them. 00:17:36.040 --> 00:17:37.160 Perfect. 00:17:37.240 --> 00:17:42.280 Good, Niklas. And one more thing, Niklas and I will take care of that meeting. 00:17:51.920 --> 00:17:53.120 Okay. 00:18:07.880 --> 00:18:11.760 Hey Aven, I was just about to go out to lunch. 00:18:11.840 --> 00:18:12.880 I brought you some. 00:18:14.760 --> 00:18:16.640 Wait, you're here now? 00:18:17.520 --> 00:18:18.800 Hi. 00:18:25.720 --> 00:18:26.760 Okay... 00:18:28.680 --> 00:18:32.200 Hi! It's so good to see you. 00:18:32.280 --> 00:18:33.760 - Hello! - Hi. Okay, so sorry! Gosh. Sit down. 00:18:33.760 --> 00:18:36.320 - Lively... Ouch, what the *? - So nice that you came. 00:18:37.000 --> 00:18:39.160 - Take the toys outside. - Sure. Yes, sure. 00:18:42.360 --> 00:18:45.840 So this is the place you left your nice job at Smith for? 00:18:45.920 --> 00:18:49.680 Don't take this the wrong way, but the meeting with Sony... 00:18:49.760 --> 00:18:53.480 Why didn't they let you run the negotiations? That was embarrassing. 00:18:53.560 --> 00:18:57.520 It was, I agree. But now it's sorted. I'm handling negotiations from now on. 00:18:57.600 --> 00:19:00.640 Okay. I hope so. He's tough, Ken Parks. 00:19:00.720 --> 00:19:02.760 I really wouldn't want to be in your position. 00:19:05.280 --> 00:19:08.360 So... Well, it may not seem like it, but... 00:19:08.440 --> 00:19:13.080 these guys are doing something really big. It's gonna change the music industry. 00:19:14.000 --> 00:19:15.280 I promise you. 00:19:15.360 --> 00:19:19.280 Look. Why do you think the boss put me in that meeting? 00:19:19.360 --> 00:19:23.160 He's furious you left, he'll do anything to make sure you don't get a deal. 00:19:23.840 --> 00:19:26.280 He's already contacted half of Stockholm's record companies. 00:19:26.360 --> 00:19:27.600 He's also an idiot. 00:19:28.200 --> 00:19:31.520 Petra... you can't win this. 00:19:32.120 --> 00:19:35.360 I mean the best you can do is come back before it's too late. 00:19:35.440 --> 00:19:36.920 You sure about that? 00:19:38.120 --> 00:19:41.040 You know damn well the record companies would never let go of their music. 00:19:41.800 --> 00:19:44.240 - I guess we'll see. - Mhm. Okay. 00:19:46.120 --> 00:19:47.760 Besides, it's a lot of fun here. 00:19:47.800 --> 00:19:51.360 Fun? Are you a lawyer or some kind of daycare worker? 00:19:52.720 --> 00:19:55.200 - Petra. Can we talk? - Yeah. 00:19:55.280 --> 00:19:56.720 What is it? 00:19:58.160 --> 00:20:00.480 - Warner wants to meet with us. - Okay. 00:20:05.800 --> 00:20:08.800 - I'm sorry, but I have to go. - What? We haven't finished lunch... 00:20:08.880 --> 00:20:09.920 Yeah, I know. 00:20:10.000 --> 00:20:14.720 And I have an appointment that I, that I completely forgot about and... 00:20:14.800 --> 00:20:16.600 - Alright. - I'm totally sorry, but... 00:20:16.680 --> 00:20:19.840 - I'll clean up. - Hey, thanks a lot for the sushi. 00:20:19.920 --> 00:20:22.400 Okay, it was too short this time but see you again soon. 00:20:26.480 --> 00:20:28.040 What the *? 00:20:31.320 --> 00:20:33.200 Daniel, what are you doing here? 00:20:33.280 --> 00:20:36.360 - Thought I'd join the meeting. - Didn't we agree on this? 00:20:36.440 --> 00:20:38.880 I won't say a word, I promise. You do the talking. 00:20:38.960 --> 00:20:39.000 Okay. 00:20:44.160 --> 00:20:49.120 I swear, for as long as I live, not a single song will be behind a paywall. 00:20:49.200 --> 00:20:51.000 Come on Daniel! 00:20:52.120 --> 00:20:53.160 What happened? 00:20:54.920 --> 00:20:57.360 Okay so, what's going on? 00:20:57.440 --> 00:21:00.440 Remember that meeting I wasn't supposed to be at, 00:21:00.520 --> 00:21:03.240 Petra has told all the record companies that she should have 00:21:03.320 --> 00:21:04.760 this * paywall service. 00:21:05.320 --> 00:21:06.960 She undermines me at these meetings 00:21:07.000 --> 00:21:08.520 and so do you! 00:21:08.600 --> 00:21:10.640 You're trying to sell a product... 00:21:10.720 --> 00:21:13.120 Andreas. Do you have a moment? 00:21:13.200 --> 00:21:15.240 - What's up? - Uhm... 00:21:15.320 --> 00:21:17.560 Why don't you come with me to Daniel's office. 00:21:17.640 --> 00:21:20.280 - Bring your laptop. - Okay. 00:21:22.280 --> 00:21:23.560 Why? 00:21:23.640 --> 00:21:27.520 I wanted to show them that thing you and Ludvig have been working on. 00:21:27.600 --> 00:21:28.680 Which thing? 00:21:28.760 --> 00:21:30.920 The user statistics. 00:21:31.880 --> 00:21:32.520 This gives record companies a whole new insight into their own market. 00:21:32.600 --> 00:21:35.120 Do you realize how powerful that is in negotiations? 00:21:35.200 --> 00:21:37.080 This feature is for the users. 00:21:37.520 --> 00:21:38.280 And the artists. 00:21:38.400 --> 00:21:40.280 - Look, Daniel... - Spotify belongs to them. 00:21:40.320 --> 00:21:43.160 Well the problem is, it's not the users and the artists who own the music. 00:21:43.240 --> 00:21:48.560 I will not give this data to the record companies and I will not accept a paywall! 00:21:48.640 --> 00:21:51.040 Paywall? No, that doesn't work. 00:21:51.120 --> 00:21:53.080 We won't get a single user from Pirate Bay to our side. 00:21:53.120 --> 00:21:57.280 Okay well, how the hell were you planning on paying the musicians? 00:21:57.360 --> 00:22:00.000 If people are willing to pay for beer and candy, 00:22:00.080 --> 00:22:01.840 they can be willing to pay for music. 00:22:01.920 --> 00:22:06.640 I'm absolutely convinced that you'd want to pay for something better than piracy. 00:22:06.720 --> 00:22:11.160 If people were as willing to pay for music like beer and candy, they'd do it. Then... 00:22:11.240 --> 00:22:13.160 we won't be here. And frankly Petra, I don't 00:22:13.200 --> 00:22:14.560 think that you get the point. 00:22:14.600 --> 00:22:17.520 We're a tech company, we don't want to be the music industry. 00:22:17.600 --> 00:22:20.200 I'm not interested in giving them a * thing! 00:22:20.280 --> 00:22:22.520 What I want is their product on our platform. 00:22:22.600 --> 00:22:23.480 That's it! 00:22:23.560 --> 00:22:27.120 You are in the music industry, you have been since you 00:22:27.200 --> 00:22:30.840 came up with the whole idea of Spotify. If you can't see that, then I'm sorry to say 00:22:30.920 --> 00:22:32.840 I think you're in the wrong * industry! 00:22:32.920 --> 00:22:37.600 It's not a part of Spotify's vision to work for the record labels, is it? 00:22:37.680 --> 00:22:40.040 It's not part of your vision, Daniel. 00:22:41.800 --> 00:22:44.280 There are a lot of people working to make this happen. 00:22:44.880 --> 00:22:47.240 And they've put an incredible amount of effort into Spotify. 00:22:48.680 --> 00:22:51.720 If it takes a little compromise to make this happen, 00:22:51.800 --> 00:22:53.520 then that's what we have to do, right? 00:22:55.240 --> 00:22:57.560 I will handle all the negotiations from now on. 00:23:10.600 --> 00:23:14.640 I jumped on board because I thought we were building something long-term. 00:23:16.200 --> 00:23:18.760 Because I thought it was fun, because I really thought that this, 00:23:18.840 --> 00:23:21.360 this was something really good. 00:23:21.440 --> 00:23:26.920 That it was smart, that it was intuitive. But if you refuse to listen, then... 00:23:27.000 --> 00:23:29.880 Then I don't even know what I'm doing here. Sorry, but I'm done. 00:23:29.960 --> 00:23:32.960 No, we are listening. Right, Daniel? 00:23:33.920 --> 00:23:34.920 Daniel! 00:23:42.000 --> 00:23:45.920 I'll send you the agreements and files I started later. 00:23:46.000 --> 00:23:48.760 - Petra, you have a contract... - Come on, please Martin. 00:23:48.840 --> 00:23:51.120 You can't even pay my salary. 00:24:53.360 --> 00:24:54.200 Carl. 00:25:00.880 --> 00:25:01.920 Hi, Linda. 00:25:16.960 --> 00:25:18.760 - Welcome Petra. - Thank you. 00:25:18.880 --> 00:25:21.840 A lot of us here at the office are happy to see you again. 00:25:23.200 --> 00:25:24.200 That's nice to hear. 00:25:25.200 --> 00:25:27.560 This little excursion you went on 00:25:27.640 --> 00:25:31.120 shows in itself that you have initiative and flexibility. 00:25:31.200 --> 00:25:35.280 And that... that can be good. 00:25:35.360 --> 00:25:39.640 But at the same time, it was good you realized your mistake, Petra. 00:25:39.720 --> 00:25:44.600 Those startups, they rarely succeed. 00:25:44.680 --> 00:25:49.280 So, having said that, here's the plan I have for you. 00:25:49.360 --> 00:25:53.720 You're going to take over the Corporate Commercial group 00:25:53.800 --> 00:25:56.960 and Aven and her group are going to work under you. 00:25:57.040 --> 00:26:00.880 And, of course, you will also be entitled to 00:26:00.960 --> 00:26:04.600 the annual bonus as a full senior partner. 00:26:05.200 --> 00:26:08.040 - Senior? - Yeah. You're worth it, Petra. 00:26:13.240 --> 00:26:14.640 - Can I think about it? - No. 00:26:14.720 --> 00:26:18.600 You may not do that. You're not gonna * me over twice. 00:26:19.480 --> 00:26:22.040 If you're not here after the board meeting, well... 00:26:22.120 --> 00:26:24.520 I really hope you understand the gravity of this. 00:26:26.480 --> 00:26:29.960 - I'll see you at the meeting tomorrow. - You will? Good. 00:26:31.000 --> 00:26:31.920 - Thanks. - Bye. 00:26:44.880 --> 00:26:44.920 Thanks. 00:26:47.560 --> 00:26:50.200 Ew, what the hell is this, Niklas? 00:26:50.280 --> 00:26:53.560 This is a very unusual Belgian beer. 00:26:53.640 --> 00:26:58.640 That some monks brewed in a monastery with a very secret recipe. 00:26:58.720 --> 00:27:00.360 Yeah, okay. 00:27:00.960 --> 00:27:05.160 You've only come here to get me drunk and then persuade me to come back. 00:27:05.760 --> 00:27:08.080 Admit it. That's what this is. 00:27:08.160 --> 00:27:12.360 No. I'm a good enough negotiator to know I can't talk you into coming back. 00:27:12.360 --> 00:27:16.680 And I also know that Daniel can be a really stubborn bastard. 00:27:16.760 --> 00:27:20.160 But, I know he'll come around. 00:27:21.000 --> 00:27:22.280 He just needs some time. 00:27:22.360 --> 00:27:23.600 We don't have time. 00:27:23.680 --> 00:27:26.760 And he knows that, he does. Jesus, Petra. 00:27:26.840 --> 00:27:29.680 He knows exactly what kind of mess we're in. 00:27:29.760 --> 00:27:33.120 That's why we need you. 00:27:33.200 --> 00:27:36.960 Or... I need you. I can't do this by myself. 00:27:37.000 --> 00:27:39.000 I think it's crazy out there. 00:27:40.800 --> 00:27:44.520 But I'm positive that there must be a right way to do this, Niklas. 00:27:44.600 --> 00:27:46.720 I mean on the one hand, 00:27:46.800 --> 00:27:49.400 there's Daniel with his wild west fantasies 00:27:49.480 --> 00:27:53.400 where he'll screw every musician and probably go bankrupt within six months. 00:27:54.000 --> 00:27:58.280 And on the other hand, the record companies want to control everything 00:27:58.360 --> 00:28:02.200 and stop every new idea regarding music consumption in the future. 00:28:02.280 --> 00:28:05.000 The whole world is inevitably going digital. 00:28:05.080 --> 00:28:08.760 And pretty soon, all music will end up on these platforms. 00:28:08.840 --> 00:28:10.480 That I'm sure of it. 00:28:13.400 --> 00:28:15.600 There has to be a way to launch this platform. 00:28:18.960 --> 00:28:21.480 It's just so frustrating that I can't think of it. 00:28:27.040 --> 00:28:28.040 Thanks. 00:28:37.040 --> 00:28:40.600 Hi! Hey! Niklas. Come with me. 00:28:40.680 --> 00:28:42.480 What the hell? 00:28:42.560 --> 00:28:44.600 - Hi. Come with me to Daniel's office. - What's up? 00:28:44.680 --> 00:28:46.320 Absolutely. 00:28:48.040 --> 00:28:50.920 Other companies take some time to make the money... 00:28:51.000 --> 00:28:52.000 - Petra? Hi. - Petra? 00:28:52.040 --> 00:28:56.000 - Hi. Sorry to interrupt your meeting. - What are you doing here? 00:28:56.080 --> 00:29:00.960 I just... I'd like to present something. Here, Daniel, you take this. 00:29:01.040 --> 00:29:01.880 What is it? 00:29:01.960 --> 00:29:04.800 You will basically just start making your own necklace. Come on, go ahead. 00:29:04.800 --> 00:29:05.560 You will basically just start making your own necklace. Come on, go ahead. 00:29:05.640 --> 00:29:08.760 - Petra, seriously? - Yes! Here you go, guys... So... 00:29:08.840 --> 00:29:10.440 Please, we don't have time for this, I just... 00:29:10.480 --> 00:29:13.160 This here, is an album. 00:29:13.240 --> 00:29:14.560 This is also an album. 00:29:14.640 --> 00:29:18.000 And every bead is a song or a stream. 00:29:18.080 --> 00:29:21.600 But maybe I don't want a mon monochrome ochrome necklace. 00:29:21.680 --> 00:29:24.000 I'll just keep one bead from there, 00:29:24.080 --> 00:29:26.280 and then maybe I'll take one bead from here, 00:29:26.280 --> 00:29:29.480 then maybe I'll take one from here, then I'll take the yellow one there... 00:29:29.480 --> 00:29:30.880 Then maybe I'll take... 00:29:30.960 --> 00:29:34.280 No, that's depressing, I won't take that. 00:29:34.880 --> 00:29:36.360 My God, Sophia! Wow! 00:29:36.400 --> 00:29:39.120 Look at this playlist we have right here, 00:29:39.200 --> 00:29:44.840 made from great songs that were previously only available in separate albums. 00:29:44.920 --> 00:29:48.000 - I don't get this, playlists aren't new. - No, they aren't. 00:29:48.120 --> 00:29:48.800 - Unfortunately, I'm going to cut this one. - No! You're not! 00:29:48.800 --> 00:29:50.080 - Because it's mine. - You want to keep it? 00:29:50.160 --> 00:29:51.960 - Yes. - Why though? 00:29:52.040 --> 00:29:54.680 Because it's nice, because it's mine, because I made it. 00:29:54.760 --> 00:29:58.200 Ha! You want to keep it because you made it? Because it's yours? 00:29:58.280 --> 00:30:01.720 Because it might even feel a bit unique and special and even personal? 00:30:01.800 --> 00:30:08.000 This here is a playlist that a user has spent hours creating. 00:30:08.080 --> 00:30:14.240 That user who spent hours on it will pay to keep this one and create new ones. 00:30:14.320 --> 00:30:15.360 - Seriously? - Yes. 00:30:15.440 --> 00:30:18.040 You came here to say that Spotify should be a paid service, again? 00:30:18.120 --> 00:30:21.120 No, Daniel. Spotify is free. 00:30:21.200 --> 00:30:24.600 But what we charge for is Spotify Premium. 00:30:24.680 --> 00:30:24.720 - Premium? - Yes. 00:30:24.720 --> 00:30:27.880 We should give our users access to the full catalog, 00:30:27.960 --> 00:30:30.320 otherwise, we'll lose them to the pirates and we 00:30:30.400 --> 00:30:33.120 we don't want that, we want to keep our users, right? 00:30:34.000 --> 00:30:36.480 what you're doing here, we're going to charge for that. 00:30:36.560 --> 00:30:41.040 The music won't be put behind a paywall, but some parts of the technology will be. 00:30:41.120 --> 00:30:43.800 Yeah, that's * great. 00:30:43.880 --> 00:30:47.080 So we keep a free membership level to attract new users. 00:30:47.160 --> 00:30:47.200 Exactly, Niklas! That's exactly how we should be thinking. 00:30:47.200 --> 00:30:50.960 but then, we're use Andreas and Ludvig's brilliant technology to sharpen 00:30:51.040 --> 00:30:53.400 the benefits of the Premium service, 00:30:53.480 --> 00:30:55.960 so that eventually, everyone will want to pay for it. 00:30:56.040 --> 00:31:00.040 Our end game will be to get as many people as possible 00:31:00.120 --> 00:31:01.960 over to the paying subscription. 00:31:02.560 --> 00:31:06.960 I might come back if... we're doing this. 00:31:07.040 --> 00:31:09.000 This is taking the business in a * dangerous direction. 00:31:09.040 --> 00:31:09.880 Jesus, come on! 00:31:09.960 --> 00:31:12.680 No, it isn't, Andreas, this gives us a business. 00:31:12.760 --> 00:31:14.000 I'd pay for that. 00:31:14.080 --> 00:31:16.720 - Yeah, me too. - We don't need to compromise. 00:31:16.800 --> 00:31:21.000 To do business, you have to be able to negotiate with your suppliers. 00:31:21.080 --> 00:31:25.200 Exactly! And you also need a sustainable business model and here, 00:31:25.200 --> 00:31:27.680 The dream was not to take everything that is good 00:31:27.760 --> 00:31:29.920 and lock it up and then charge for it. 00:31:31.600 --> 00:31:35.360 Daniel, Petra is right. It's now or never. 00:31:36.400 --> 00:31:38.600 - You would have paid for this? - Absolutely. 00:31:46.360 --> 00:31:48.000 Alright, let's go! Welcome back! 00:32:02.960 --> 00:32:05.600 These negotiations have been in the works for over two years, close to an agreement 00:32:06.440 --> 00:32:08.480 and then, suddenly, "no"? 00:32:08.560 --> 00:32:10.160 What the hell was that about? 00:32:11.760 --> 00:32:14.160 Did they simply want to destroy every startup? 00:32:15.160 --> 00:32:20.120 If Spotify ever was to see the light of day, I'd have to take a risk. 00:32:20.200 --> 00:32:22.760 I needed to find someone on the inside. 00:32:22.840 --> 00:32:25.720 who understood the big picture. 00:32:25.800 --> 00:32:27.320 An attack dog. 00:32:35.480 --> 00:32:39.240 The problem is your guy made Spotify so good and they want a piece of it. 00:32:40.240 --> 00:32:41.400 A big one. 00:32:42.520 --> 00:32:45.200 They want to own a part of Spotify? 00:32:45.280 --> 00:32:46.720 How much? 00:32:47.800 --> 00:32:51.120 50%. Or you don't get the rights. 00:32:52.400 --> 00:32:55.040 They think you're desperate enough to agree. 00:32:55.120 --> 00:32:59.120 Well, Daniel will never give away 50% of his business. 00:33:02.040 --> 00:33:03.760 What's the time in Stockholm now? 00:33:05.320 --> 00:33:06.680 I don't know, why? 00:33:06.760 --> 00:33:07.800 We'll call him. 00:33:09.160 --> 00:33:12.640 If Daniel opens the door, maybe they'll do the same. 00:33:13.800 --> 00:33:16.520 And... with your help... 00:33:17.840 --> 00:33:19.120 If you and I team up. 00:33:24.120 --> 00:33:28.320 I think it's six in the morning. And he'll be up for sure. 00:33:30.120 --> 00:33:31.120 Go ahead, call him. 00:33:33.360 --> 00:33:35.920 - Some more champagne? - Yeah, why not? 00:33:46.720 --> 00:33:49.480 - Daniel. - Hi, Daniel. It's Petra. 00:33:49.560 --> 00:33:54.520 I'm in New York with Ken and you're on speaker. 00:33:54.600 --> 00:33:56.960 Hey Daniel! Everything okay? 00:33:57.400 --> 00:33:59.440 Yep, thanks. I'm fine. 00:33:59.520 --> 00:34:00.560 Good to know. 00:34:00.640 --> 00:34:02.320 They want 50%. 00:34:04.080 --> 00:34:05.240 Forget it. 00:34:07.640 --> 00:34:10.680 Daniel, listen to me. So, if we have Ken on our side, 00:34:10.760 --> 00:34:14.960 we will be able to negotiate and get it down to a ten or fifteen percent. 00:34:15.040 --> 00:34:17.480 We'll have completely different conditions. 00:34:17.560 --> 00:34:21.600 That's still too much. I can't give them a part of what I built. I can't do that. 00:34:22.840 --> 00:34:24.160 You know, 00:34:24.240 --> 00:34:27.640 my grandfather was a farmer, in Southern California. 00:34:27.760 --> 00:34:30.440 Wheat. Only wheat. He was kinda old school. 00:34:30.520 --> 00:34:31.960 He thought he was pretty smart, so 00:34:32.040 --> 00:34:35.520 when a couple of Mexican guys came and asked to buy a piece of land... 00:34:36.840 --> 00:34:40.320 He charged them a fortune for it, thought he ripped them off real good. 00:34:41.520 --> 00:34:43.600 These guys worked hard, 00:34:43.680 --> 00:34:47.440 they planted apricots, almonds, oranges... 00:34:48.400 --> 00:34:51.160 My grandfather just had fields of wheat. 00:34:51.240 --> 00:34:55.440 By harvest time, these Mexicans had enough money 00:34:55.520 --> 00:34:58.040 to buy another little parcel of land off him. 00:34:58.120 --> 00:35:00.320 And then another. And another. 00:35:01.120 --> 00:35:05.120 Now there's a Mexican family living in my grandfather's house. 00:35:05.200 --> 00:35:07.720 He died flat on his * in San Diego. 00:35:08.840 --> 00:35:11.640 Last time I checked I wasn't a Mexican or a farmer. 00:35:12.520 --> 00:35:16.040 The point is they don't control the tech, we do, 00:35:16.120 --> 00:35:20.160 and once they open the door to us they can't close it, and we're in, Daniel. 00:35:20.960 --> 00:35:23.720 Even if it costs us 15% of Spotify? 00:35:23.880 --> 00:35:25.920 They're making you a part of the system, Daniel. 00:35:26.000 --> 00:35:28.240 Once they do that, you can't fail. They won't let you. 00:35:28.720 --> 00:35:30.320 It's against their interest. 00:35:42.760 --> 00:35:44.240 Max 15%. 00:35:51.360 --> 00:35:55.040 Two weeks later, Ken joined Spotify and became a member of our team. 00:35:55.120 --> 00:35:58.360 Daniel of course, needed to offer him a piece of the company. 00:35:59.040 --> 00:36:02.760 Ken knew every record label boss from LA to Ulan Bator. 00:36:03.480 --> 00:36:06.040 He knew their strengths and weaknesses. 00:36:06.120 --> 00:36:10.240 Their strategies, their tricks, and even their bank balance. 00:36:11.200 --> 00:36:16.600 By the time we launched, every one of them had signed an agreement with Spotify.