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Spotify är det bästa som kunde hända musikbranschen

Som ex-skivbolagsräv som lämnade musikbranschen när hela industri verkade gå åt skogen pga all olaglig nedladdning, kan jag bara glädja mig över en så genial tjänst som Spotify.

Jag blev introducerad till Spotify för mer än två år sedan av en annan skivbolagsräv som såg potentialen i det och var först i Sverige att signa sitt skivbolag till det nya it-företaget. Sakta men säkert har Spotify lyckats kreera en hype bland svenskarna som kan jämföras med Apple, genom en bra kommunikationsstrategi som valde att inte bli mainstream.  Alla noga utvalda early adopters som fick inbjudan att gratis provanvända beta-testen berättade hur genial denna nya tjänst var och plötsligt ville alla få en inbjudan. Parallellt med det började många att uppgradera sig till ett reklamfritt abonnemang. Och i dagsläget har Spotify över 1 miljon användare och är ett starkt varumärke. 

Spotify
Spotify

Trots den senaste kritiken från bl.a. Magnus Uggla om de små intäkterna Spotify delar ut till artisterna, är jag säker på att Spotify är musikbranschens räddning. Tjänsten är fortfarande så ny, och det tar tid att hitta en modell som gör alla, användare, artister och ägare nöjda. Men de är på rätt väg, och igår utsågs Daniel Ek, Spotify-grundaren, till Årets Supertalang 2009. Stort grattis Spotify!
Trevlig lyssning!

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Spotify is the best thing that could happen to the music business

With a past in the music business, experiencing probably the biggest crisis of the industry due to illegal download, I can just be happy about Spotify.

I got introduced to Spotify about two years ago by a friend in the music biz, who was probably the first in Sweden to see its potential and sign his record label to it. Just a handful of people knew what Spotify was at that time.  Due to a good targeted communication and PR-strategy, which never became mainstream, Spotify succeeded to create a hype among Swedes that is comparable with Apple´s. The carefully choosen early adopters that before everyone else got the invitation to try the beta-version, for free, told to their networks how great and innovative Spotify was, and after a short while everyone in Sweden wanted to get an invitation. At the same time many users started to upgrade their account to the advertisement free subscription. Today Spotify has more than 1 million users, just in Sweden, and is a strong brand.

Despite the recent attack from some Swedish artists such as Magnus Uggla regarding the small profit artists get from selling their music on Spotify, I can without any doubt affirm that Spotify is the salvation for the music industry. Spotify is still such a new service, and it takes time to find and establish a model that makes all the involved parties happy: artist, record labels, users and partners. But Spotify-people are on the right path, and the other day Daniel Ek, Spotify´s founder, was awarded “Super Talent of the Year 2009″. Congrats, Spotify!

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