매거진 B (Magazine B) Vol.95 : Spotify

02 INTRO

08 EDITOR'S LETTER

12 GAME CHANGER
Media reactions at the time of Spotify’s creation

16 CRITICS
Changes in the music-listening environment as well as future music market prospects as told by three experts

20 OPINION: GREG OGAN
Greg Ogan, associate professor at the Berklee College of Music and lead for diverse music projects, talks about the positive changes Spotify brought to the music industry

26 VIBRANT OFFICE
Spotify’s office environment as seen in its office in Stockholm, Sweden-the birthplace of the platform

32 SPOTIFIERS
What 12 employees think of Spotify’s fun and exciting in-house culture and atmosphere

36 ESSENTIALS
Key features and services that show Spotify’s core competencies as a music platform

42 ADVANCEMENT
Innovative achievements of Spotify, which has quickly identified problems and come up with the best solutions

48 CUSTOMIZATION
First impressions of Spotify’s personalized recommendation services from after these new users used Spotify for two weeks

54 THE FOUNDER : DANIEL EK
Spotify’s DNA and vision are laid out in this interview with Spotify founder and CEO Daniel Ek

60 BRAND STORY
The growth story of Spotify, which has become a vehicle through which users can truly discover and explore new music

66 THROWBACK
Behind-the-scenes stories about Spotify’s four early members who dreamed of democratizing music

70 INTERVIEW
Spotify’s key strategies and culture explained by Alex Norstrom (co-president and chief business officer), Katarina Berg (chief human resources officer), and Gustav Gyllenhammar (VP of the markets and subscriber growth team)

76 NOTES
Music experts observe changes and phenomena on the Spotify platform

80 MUSIC IS EVERYWHERE
Stories of four artists who use Spotify to experience music, communicate with fans, and conduct musical experiments

98 PLAYGROUND
Introducing Stream On, an in-person event that is a manifestation of Spotify’s vision to become the optimal platform of choice for audio content creators

104 AUDIO GENERATION
Spotify’s practical measures that have helped establish the company as a comprehensive music platform as well as its signature podcasts and video programs

112 OPINION : PUJA PATEL
Puja Patel, editor-in-chief of online music zine Pitchfork, talks about where the music industry should be headed

118 MUSIC VOYAGERS
Meet Spotify users who have explored their own musical worlds with creative energy

126 IN SPACE
Various spaces that use Spotify playlists to create unique identities

134 IMPACT
Spotify’s collaborations that cover all parts of life and its music programs that are meant to increase and promote diversity

140 DIGEST
Meaningful figures and info that show the brand’s influence

143 OUTRO