Stockholm – the Powerhouse of Sound
stockholm---the-powerhouse-of-sound_160607
stockholm---the-powerhouse-of-sound_160607
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
<strong>Stockholm</strong> <strong>–</strong><br />
<strong>the</strong> <strong>Powerhouse</strong><br />
<strong>of</strong> <strong>Sound</strong><br />
<strong>–</strong> The birthplace <strong>of</strong><br />
Musictech innovations<br />
June 2016
Introduction<br />
2<br />
<strong>Stockholm</strong> <strong>–</strong> <strong>the</strong> world’s<br />
Musictech capital<br />
It’s in <strong>Stockholm</strong> where it all happens. This is where ideas become reality and where companies<br />
are created and grow strong. One <strong>of</strong> <strong>the</strong> hottest sectors at <strong>the</strong> moment is Musictech, where music<br />
and technology come toge<strong>the</strong>r.<br />
<strong>Stockholm</strong> is <strong>the</strong> driving force in Musictech. Here, innovations are transforming <strong>the</strong> music<br />
sector into a more transparent, accessible and democratic industry and <strong>of</strong>fering new forms <strong>of</strong><br />
entertainment in <strong>the</strong> process.<br />
By Musictech we mean s<strong>of</strong>tware and hardware for producing and consuming music. Today,<br />
companies from <strong>Stockholm</strong> are dominating <strong>the</strong> world <strong>of</strong> streaming music. When combined,<br />
Spotify, Apple Music and Pandora Radio (which acquired <strong>Stockholm</strong>-based Rdio) have a pr<strong>of</strong>ound<br />
influence on <strong>the</strong> world <strong>of</strong> revenue-making streaming services.<br />
However, <strong>Stockholm</strong> is not only about streaming and Spotify. Music electronics, digital music<br />
production and new companies developing smart new ways <strong>of</strong> managing music rights are also<br />
flourishing and garnering interest from o<strong>the</strong>r countries and global giants like Google and Apple.<br />
In 2015, <strong>Stockholm</strong>’s Musictech companies attracted investments <strong>of</strong> USD 555 million.<br />
And yet, this is just <strong>the</strong> start. In an increasingly digital world, markets are growing rapidly. The<br />
streaming sector alone is expected to grow by eleven percent annually and reach a market<br />
volume <strong>of</strong> USD 7.5 billon by 2020. By <strong>the</strong>n, every forth person around <strong>the</strong> world is expected to<br />
use some form <strong>of</strong> streaming service. 1<br />
So, why have <strong>Stockholm</strong> become <strong>the</strong> world capital <strong>of</strong> Musictech? One answer is that success<br />
breeds success. <strong>Stockholm</strong> is a place that acts like an incubator for ideas and where <strong>the</strong> tech and<br />
music industries respectively, have grown into world leaders. It’s in <strong>the</strong> intersection <strong>of</strong> <strong>the</strong>se two<br />
successful hubs where synergies emerge. We have <strong>the</strong> future ahead <strong>of</strong> us. <strong>Stockholm</strong>’s journey in<br />
Musictech has just begun.
Content<br />
3<br />
Content<br />
1 Why <strong>Stockholm</strong> is <strong>the</strong> leader in Musictech<br />
<strong>–</strong> Success breeds success<br />
5<br />
2 The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
<strong>–</strong> <strong>Stockholm</strong>, <strong>the</strong> birthplace <strong>of</strong> <strong>the</strong> innovations that are<br />
transforming <strong>the</strong> music industry<br />
<strong>–</strong> The <strong>Stockholm</strong> Musictech scene, 25 companies in five markets<br />
7<br />
8<br />
3 Milestones on <strong>the</strong> road to success<br />
<strong>–</strong> Ten years <strong>of</strong> <strong>Stockholm</strong> Musictech<br />
19<br />
4 Examples <strong>of</strong> how <strong>Stockholm</strong> Musictech influences<br />
<strong>the</strong> future <strong>of</strong> <strong>the</strong> music industry<br />
<strong>–</strong> ”It's about <strong>the</strong> future <strong>of</strong> great ideas.”<br />
21<br />
5 Sources<br />
<strong>–</strong> Media and interviews<br />
24<br />
<strong>Stockholm</strong> Business Region<br />
+46 8 508 280 00<br />
www.investstockholm.com<br />
www.visitstockholm.com<br />
www.movetostockholm.com
Why <strong>Stockholm</strong> is <strong>the</strong> leader in Musictech<br />
4<br />
Why <strong>Stockholm</strong> is <strong>the</strong><br />
leader in Musictech<br />
Photo: Happy plugs / Image Bank
Why <strong>Stockholm</strong> is <strong>the</strong> leader in Musictech<br />
5<br />
Success breeds success<br />
The Musictech companies <strong>of</strong> <strong>Stockholm</strong> have already become very successful and are making <strong>the</strong>ir<br />
mark thanks to several groundbreaking innovations. But why is it that a city in <strong>the</strong> north <strong>of</strong> Europe<br />
has become <strong>the</strong> breeding ground for so many innovative Musictech companies? There may be<br />
several answers to that question, but here are three.<br />
01<br />
<strong>Stockholm</strong> - an incubator that<br />
quickly turns ideas into reality<br />
02 03<br />
A world-leading<br />
tech hub<br />
Music Tech<br />
Where global<br />
music hits<br />
are born<br />
01<br />
02<br />
03<br />
<strong>Stockholm</strong> <strong>–</strong> an incubator that quickly turns<br />
ideas into reality<br />
<strong>Stockholm</strong> is <strong>the</strong> capital city, but with an intimate feel. It has a high density <strong>of</strong> informal meeting<br />
places for smooth knowledge exchange and highly educated, curious and ambitious people who<br />
cross-pollinate different ecosystems.<br />
A world-leading tech hub<br />
<strong>Stockholm</strong> has, after Silicone Valley, produced <strong>the</strong> most unicorns per capita <strong>–</strong> startups sold or<br />
valued at over one billion US dollars. The city is <strong>the</strong> birthplace <strong>of</strong> international brands and tech<br />
unicorns like Skype, Mojang (Minecraft), Klarna, King (CCS) and Spotify. But also <strong>the</strong> home <strong>of</strong><br />
large corporations like Ericsson <strong>–</strong> <strong>the</strong> world’s largest supplier <strong>of</strong> telecom infrastructure. Did you<br />
know that programmer is <strong>the</strong> most common work title in <strong>Stockholm</strong> and that every fifth <strong>Stockholm</strong>er<br />
works in <strong>the</strong> tech sector?<br />
Where global music hits are born<br />
Sweden is one <strong>of</strong> <strong>the</strong> world’s leading exporters <strong>of</strong> music. Ever since <strong>the</strong> 90s, a lot <strong>of</strong> <strong>the</strong> world’s<br />
biggest pop acts come to <strong>Stockholm</strong> to produce <strong>the</strong>ir music in cooperation with <strong>the</strong> city’s many<br />
music creators. In fact, this is where a substantial part <strong>of</strong> American and British hits are created.<br />
Producer and songwriter Max Martin, with more than 20 Billboard number ones to his name, is<br />
<strong>the</strong> world’s third most successful hit maker after Lennon/McCartney. There is also a well-developed<br />
infrastructure around music with publicly subsidized music education for children.
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
6<br />
The main creators<br />
<strong>of</strong> <strong>the</strong> <strong>Stockholm</strong><br />
Musictech scene<br />
Photo: Viktor Gårdsäter
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
7<br />
” <strong>Stockholm</strong> has outpaced o<strong>the</strong>r European cities<br />
with a mix <strong>of</strong> unique cultural traditions, visionary<br />
tech leaders, globally oriented startups and smart<br />
government policies. <strong>Stockholm</strong> has produced<br />
more unicorns per capita than any o<strong>the</strong>r city in<br />
<strong>the</strong> world.”<br />
Tech Crunch, January 2016. 2<br />
<strong>Stockholm</strong>, <strong>the</strong> birthplace <strong>of</strong> <strong>the</strong> innovations<br />
that are transforming <strong>the</strong> music industry<br />
During 2015, <strong>Stockholm</strong>’s Musictech companies attracted USD 555 million in open/reported<br />
investments 3 . Total investments in <strong>the</strong> entire tech sector amounted to USD 892 million 4 , which<br />
means that Musictech got a majority share <strong>of</strong> <strong>the</strong> entire investment volume. While perhaps best<br />
known for streaming services, <strong>the</strong>re are also many o<strong>the</strong>r successful companies in <strong>the</strong> <strong>Stockholm</strong><br />
Musictech sector.<br />
Tech investments 2015<br />
USD<br />
million<br />
1000'<br />
800'<br />
600'<br />
400'<br />
200'<br />
100'<br />
0<br />
USD<br />
555<br />
million<br />
<strong>Stockholm</strong>’s Musictech<br />
companies<br />
USD<br />
892<br />
million<br />
Total investments in<br />
<strong>the</strong> tech sector<br />
” <strong>Stockholm</strong> is becoming Europe's premier tech hub.<br />
There is a startup scene here that is rivalling <strong>the</strong><br />
likes <strong>of</strong> London, Berlin and Paris as <strong>the</strong> most<br />
important tech startup hub in Europe.”<br />
Mashable, 2016. 5
Why The main <strong>Stockholm</strong> creators is <strong>of</strong> <strong>the</strong> <strong>the</strong> leader <strong>Stockholm</strong> in Musictech scene<br />
8<br />
The <strong>Stockholm</strong> Musictech Scene<br />
- 25 companies in five market segments<br />
Below follows a short presentation <strong>of</strong> <strong>the</strong> 25 leading Musictech companies in <strong>Stockholm</strong>, divided<br />
into five segments. Toge<strong>the</strong>r, <strong>the</strong>se companies have more than 1000 6 employees and continue to<br />
grow and attract cutting-edge expertise from all over <strong>the</strong> world.<br />
03<br />
Digital music production<br />
04<br />
Music publishers and<br />
rights management<br />
02<br />
Musical instruments,<br />
aids and equipment<br />
01<br />
Music accessories<br />
05<br />
Streaming and o<strong>the</strong>r<br />
forms <strong>of</strong> music and audio<br />
entertainment<br />
The image shows <strong>the</strong> distribution <strong>of</strong> <strong>the</strong><br />
25 companies in five segments
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
9<br />
01<br />
“ Urbanears has changed <strong>the</strong> way<br />
we look at personal electronics.”<br />
The Future Positive, 2013. 7<br />
Music accessories<br />
This hardware segment comprises accessories for entertainment<br />
electronics. These are aimed mainly at music<br />
consumers. The segment is contiguous to Fashiontech.<br />
Happy Plugs<br />
Pugz Gear<br />
Sudio<br />
Zound Industries<br />
Product/business idea:<br />
Since 2012, <strong>the</strong> company<br />
produces a range <strong>of</strong> popular,<br />
colorful headphones. The<br />
products are sold in more<br />
than 6 000 stores in 70<br />
countries, including through<br />
wholesalers like Colette, Le<br />
Bon Marché, Selfridges and<br />
Urban Outfitters.<br />
Founded: 2011<br />
Founder:<br />
Andreas Vural<br />
happyplugs.com<br />
Product/business idea:<br />
The company creates<br />
distinctively designed wireless<br />
headphones with high<br />
functionality. It became one<br />
<strong>of</strong> Kickstarter’s most successful<br />
projects in 2015.<br />
Founded: 2014<br />
Founders:<br />
Hamid and Vahid Toosi<br />
Investment:<br />
USD 1.5 million (2015)<br />
pugz.com<br />
Product/business idea:<br />
Sudio produces studio quality<br />
designer headphones.<br />
The name originates from<br />
an incident where one <strong>of</strong><br />
<strong>the</strong> founders by accident<br />
happened to see Phil Collins<br />
having an issue with his<br />
headphones in New York.<br />
Founded: 2012<br />
Founders:<br />
Johan Gawell, Carl<br />
Sundqvist och Jonas<br />
Wistrand<br />
Investment:<br />
USD 0.18 million (2015)<br />
Product/business idea:<br />
To create products at <strong>the</strong><br />
junction <strong>of</strong> electronics<br />
and fashion. Urbanears<br />
headphones are <strong>the</strong><br />
company’s best-known<br />
product, but it has also<br />
developed o<strong>the</strong>r kinds <strong>of</strong><br />
electronics in cooperation<br />
with <strong>the</strong> British company<br />
Marshall. The products are<br />
sold in 20 000 stores in 95<br />
markets. In 2015, three <strong>of</strong><br />
Zound Industries’ products<br />
were awarded <strong>the</strong> iF Design<br />
Award, one <strong>of</strong> <strong>the</strong> world’s<br />
most prestigious. The same<br />
year <strong>the</strong> company secured an<br />
investment <strong>of</strong> USD 11 million.<br />
sudiosweden.com<br />
Founded: 2008<br />
Founders:<br />
Andreas Enkvist, Erik Petersen,<br />
Kenneth Schönborg, Konrad<br />
Bergström, Markus Rudbäck,<br />
Niklas Bergh, Oscar Axhede<br />
and Vincent Skoglund<br />
Investment:<br />
USD 11 million (2015)<br />
zoundindustries.com
02<br />
Why The main <strong>Stockholm</strong> creators is <strong>of</strong> <strong>the</strong> <strong>the</strong> leader <strong>Stockholm</strong> in Musictech scene<br />
” Swedish hardware designers Teenage<br />
Engineering have made a name for<br />
<strong>the</strong>mselves by building some <strong>of</strong> <strong>the</strong> most<br />
unique and creative musical gear on <strong>the</strong><br />
market.”<br />
The Verge, 2015. 8 10<br />
Musical instruments, aids and equipment<br />
This hardware segment is comprised <strong>of</strong> physical instruments<br />
like keyboards, drums and guitars, as well as physical aids<br />
facilitating <strong>the</strong> production <strong>of</strong> music.<br />
Mind Music Labs Sensus<br />
Smart Guitar<br />
Nord Keyboards Clavia<br />
TactSense<br />
Teenage Engineering<br />
Product/business idea:<br />
The company has developed<br />
<strong>the</strong> world’s first smart guitar<br />
which is able to wirelessly<br />
transmit, process and share<br />
music and data. This enables<br />
<strong>the</strong> user to perform, record<br />
and share performances<br />
online. Behind <strong>the</strong> guitar are<br />
Swedish and Italian artists<br />
along with scientists from <strong>the</strong><br />
Royal Institute <strong>of</strong> Technology.<br />
Nominated for <strong>the</strong> <strong>Stockholm</strong><br />
Innovation Scholarship in <strong>the</strong><br />
Creative Industries category,<br />
2012.<br />
Founded: 2015<br />
Founder:<br />
Michele Benincaso<br />
Investment:<br />
Undisclosed amount in 2015<br />
Product/business idea:<br />
The company manufactures<br />
keyboard and drum products<br />
that are used by stars such<br />
as Prince, Pet Shop Boys and<br />
Madonna.<br />
Founded: 1983<br />
Founders:<br />
Hans Nordelius and Mikael<br />
Carlsson<br />
nordkeyboards.com<br />
Product/business idea:<br />
Tactsense captures an<br />
infrared video signal<br />
from <strong>the</strong> conductor’s<br />
hand and transform that<br />
into tactile impulses on<br />
to <strong>the</strong> musician’s body<br />
surface <strong>–</strong> helping visually<br />
impaired musicians feel <strong>the</strong><br />
movements <strong>of</strong> <strong>the</strong> conductor.<br />
Tactsense received <strong>the</strong> City<br />
<strong>of</strong> <strong>Stockholm</strong> Innovation<br />
Scholarship in 2015 in <strong>the</strong><br />
Creative sector.<br />
Founded: 2015<br />
Founders:<br />
RicWasserman, Jan<br />
Lundqvist, RunoAndersson,<br />
Ellen Sundh and Wu Jing<br />
Product/business idea:<br />
The company was started by<br />
<strong>the</strong> founder <strong>of</strong> <strong>the</strong> clothing<br />
brand Acne and produces<br />
syn<strong>the</strong>sizers in a garage in<br />
Södermalm, <strong>Stockholm</strong>. The<br />
best-known product is called<br />
OP-1. Teenage Engineering<br />
cooperates with Swedish<br />
design brands like Ikea and<br />
Cheap Monday as well as<br />
Elektronmusikstudion. Half<br />
a million syn<strong>the</strong>sizers have<br />
been sold worldwide and<br />
are used by <strong>the</strong> likes <strong>of</strong><br />
Depeche Mode, Beck and<br />
Pharrell Williams.<br />
Founded: 2006<br />
Founders:<br />
Jesper Koutho<strong>of</strong>d, David<br />
Eriksson, Jens Rudberg and<br />
David Möllerstedt<br />
mindmusiclabs.com<br />
teenageengineering.com
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
11<br />
03<br />
“ One <strong>of</strong> our favorite<br />
music-making apps...”<br />
Wired about Auxy, 2015. 9<br />
Digital music production<br />
This s<strong>of</strong>tware segment comprises s<strong>of</strong>tware for music<br />
production <strong>–</strong> alone or toge<strong>the</strong>r with o<strong>the</strong>r musicians.<br />
The products are aimed at both pr<strong>of</strong>essionals and consumers.<br />
Auxy<br />
DoReMir Music Research<br />
Moodelizer<br />
Musifier<br />
Product/business idea:<br />
Auxy is a music app for<br />
electronic music production<br />
on iOS. Within one month<br />
<strong>of</strong> its launch on App Store<br />
in 2014, it had been<br />
downloaded 500 000<br />
times. The app has, among<br />
o<strong>the</strong>r things, been awarded<br />
“Apples Best <strong>of</strong> 2014”.<br />
Founded: 2014<br />
Founder:<br />
Henrik Lenberg and Fredrik<br />
Gadnell<br />
Investment:<br />
USD 0.85 million (2014)<br />
Product/business idea:<br />
The app ScoreCloud Express<br />
is a notation s<strong>of</strong>tware<br />
that turns music into sheet<br />
music and has been called<br />
“Google translate for music”.<br />
Behind <strong>the</strong> technology lies<br />
20 years <strong>of</strong> research and<br />
cooperation between two<br />
processors from <strong>the</strong> Royal<br />
College <strong>of</strong> Music and <strong>the</strong><br />
Royal Institute <strong>of</strong> Technology.<br />
In 2013, <strong>the</strong> app was<br />
awarded a Gold Lion in<br />
Cannes. It has become<br />
<strong>the</strong> most sold app [all<br />
categories] in Japan.<br />
Founded: 2008<br />
Product/business idea:<br />
Moodelizer’s technology<br />
customizes music to match<br />
<strong>the</strong> mood <strong>of</strong> a film and<br />
<strong>the</strong>reby strips away much <strong>of</strong><br />
<strong>the</strong> complexities <strong>of</strong> adding<br />
music to film.<br />
Founded: 2012<br />
Founder:<br />
Carl-Michael Herlöfsson<br />
moodelizer.com<br />
Product/business idea:<br />
Music Adaptive Improviser<br />
(MAI) is a s<strong>of</strong>tware<br />
system for adaptive music<br />
generation, based on music<br />
morphing. MAI composes<br />
and performs music in<br />
real-time. Connected to<br />
interactive applications<br />
like computer games, MAI<br />
generates highly adaptive<br />
musical soundtracks.<br />
Founded: 2004<br />
Founder: Lars Jonas Edlund<br />
musifier.com<br />
auxy.co<br />
Founders:<br />
Sven Ahlbäck and Sven<br />
Emtell<br />
Investment:<br />
USD 1 million (2013)<br />
scorecloud.com
Why The main <strong>Stockholm</strong> creators is <strong>of</strong> <strong>the</strong> <strong>the</strong> leader <strong>Stockholm</strong> in Musictech scene<br />
12<br />
Propellerhead<br />
<strong>Sound</strong>trap<br />
XLN Audio<br />
Product/business idea:<br />
The company develops<br />
s<strong>of</strong>tware products for digital<br />
sound production for PC<br />
and Mac, along with apps<br />
for mobiles and tablets. The<br />
company is best known for<br />
its s<strong>of</strong>tware Reason, which<br />
helps musicians from all over<br />
<strong>the</strong> world to co-create and<br />
cooperate.<br />
Founded: 1997<br />
Founders:<br />
Ernst Nathorst-Böös, Marcus<br />
Zetterquist and Peter Jubel<br />
propellerheads.se<br />
Product/business idea:<br />
With <strong>Sound</strong>trap you make<br />
music online. You can plug<br />
in your own instrument, use<br />
<strong>the</strong> s<strong>of</strong>tware instruments<br />
available in <strong>Sound</strong>trap<br />
or just record a song<br />
directly with your computer<br />
microphone.<br />
Founded: 2012<br />
Founders:<br />
Per Emanuelsson and<br />
Fredrik Posse<br />
Investment:<br />
USD 2.5 million (2015)<br />
soundtrap.com<br />
Product/business idea:<br />
A s<strong>of</strong>tware company that<br />
creates virtual musical<br />
instruments. Swedish star<br />
producer, Max Martin,<br />
co-owns <strong>the</strong> company.<br />
Addictive Keys and Addictive<br />
Drums are two <strong>of</strong> its betterknown<br />
products.<br />
Founded: 2005<br />
Founders:<br />
Niklas Möller and Lars<br />
Erlandssson<br />
xlnaudio.com
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
13<br />
04<br />
” A weirdly large number <strong>of</strong> <strong>the</strong> music and audio<br />
related companies that you have heard <strong>of</strong> came<br />
from <strong>Stockholm</strong>. The capital <strong>of</strong> Sweden not only<br />
has a curiously large number such companies<br />
operating <strong>the</strong>re, but it also gave rise to some <strong>of</strong><br />
<strong>the</strong> most important.”<br />
The Observer, 2016. 10<br />
Music publishers and rights management<br />
This segment comprises digital music publishers and s<strong>of</strong>tware<br />
for handling copyright revenue streams. The segment may be<br />
contiguous to FinTech.<br />
Auddly<br />
Epidemic <strong>Sound</strong><br />
International Copyright<br />
Enterprise<br />
X5 Music Group<br />
Product/business idea:<br />
Auddly is a music<br />
management tool that<br />
ga<strong>the</strong>rs all information about<br />
a musical piece in one place,<br />
as an independent bridge<br />
between <strong>the</strong> music industry’s<br />
copyright owners and master<br />
owners. In 2015, ABBA’s<br />
Björn Ulvaeus, star producer<br />
Max Martin and Aviciis’<br />
manager Ash Pournouri<br />
invested more than USD<br />
1 million in <strong>the</strong> business.<br />
Founded: 2012<br />
Founders:<br />
Niclas Molinder and Daniel<br />
Hagenfeldt<br />
Investment:<br />
USD 1 million (2015)<br />
auddly.com<br />
Product/business idea:<br />
The company manages<br />
and buys production music<br />
directly from musicians who<br />
are not affiliated with a<br />
copyright organization. Its<br />
more than 50 000 customers<br />
are production companies,<br />
websites and TV-channels in<br />
some 100 countries. In 2014,<br />
venture capital company<br />
Creandum invested USD 5<br />
million in <strong>the</strong> business.<br />
Founded: 2009<br />
Founders:<br />
Oscar Höglund, Jan<br />
Zachrisson, David<br />
Stenmarck, Peer Åström and<br />
Hjalmar Winbladh<br />
Investment:<br />
USD 5 million (2014)<br />
epidemicsound.com<br />
Product/business idea:<br />
ICE is a service center for<br />
<strong>the</strong> global management <strong>of</strong><br />
music rights. It’s a global<br />
company which is owned<br />
and cooperates with, among<br />
o<strong>the</strong>rs, Swedish collective<br />
management organization<br />
STIM as well as British PRS<br />
and German GEMA. ICE<br />
provides more than 19<br />
million musical works.<br />
Founded: 2007<br />
Founder:<br />
Founded as a joint<br />
venture between collective<br />
management organizations<br />
STIM (Sweden) and PRS for<br />
music (UK)<br />
iceservices.com<br />
Product/business idea:<br />
This digital music publishing<br />
company licenses existing<br />
music and publishes<br />
compilation albums like<br />
”The 50 greatest pieces <strong>of</strong><br />
classic music”. The album<br />
topped <strong>the</strong> download chart<br />
in ten countries when it was<br />
released on iTunes. In 2013,<br />
<strong>the</strong> Red Herring magazine<br />
named X5 Music Group one<br />
<strong>the</strong> 100 most innovative<br />
companies in Europe. In<br />
June 2016 <strong>the</strong> company<br />
was acquired by Warner<br />
Music Group.<br />
Founded: 2003<br />
Founders:<br />
Johan Lagerlöf, Daniel<br />
Bäckström, Stefan Enberg,<br />
Jan Nordlund and Fredrik<br />
Nyström<br />
x5musicgroup.com
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene<br />
14<br />
05<br />
“ Pacemaker, our favorite DJ<br />
app, just got even better.”<br />
The Verge, 2015. 11<br />
Streaming and o<strong>the</strong>r forms <strong>of</strong> music<br />
and audio entertainment<br />
This s<strong>of</strong>tware segment comprises s<strong>of</strong>tware for streaming<br />
music and o<strong>the</strong>r music and audio entertainment. The<br />
segment is contiguous to GameTech.<br />
Blicko<br />
Pacemaker Music<br />
Singbox<br />
StrumLive<br />
Product/business idea:<br />
Blicko is a digital jukebox<br />
that lets <strong>the</strong> users influence<br />
<strong>the</strong> playlist while listening<br />
toge<strong>the</strong>r. It <strong>of</strong>fers a<br />
democratic music service for<br />
your restaurant, bar, store or<br />
even your home.<br />
Founded: 2012<br />
Founders:<br />
Jesper Ahlberg, Theodor<br />
Zettersten and Andreas<br />
Andrén<br />
blicko.com<br />
Product/business idea:<br />
Pacemaker Music is a DJ<br />
app with access to Spotify’s<br />
and iTunes’ music libraries.<br />
It <strong>of</strong>fers a whole host <strong>of</strong><br />
mixing effects and can be<br />
used on iPhones, iPads and<br />
Apple Watches. Last year,<br />
<strong>the</strong> app received <strong>the</strong> Apple<br />
Design Award - Honoring<br />
Outstanding Design and<br />
Innovation.<br />
Founded: 2011<br />
Founders:<br />
Jonas Norberg, Daniel<br />
Wallner and Ol<strong>of</strong> Berglöf<br />
Product/business idea:<br />
Singbox is a karaoke app<br />
that lets <strong>the</strong> user compete<br />
against friends and share<br />
<strong>the</strong> results. Singbox have<br />
previously developed<br />
versions for <strong>the</strong> Swedish<br />
edition <strong>of</strong> <strong>the</strong> Eurovision<br />
song contest and <strong>the</strong> world’s<br />
first <strong>of</strong>ficial ABBA app.<br />
Founded: 2007<br />
Founders:<br />
Carl Ljungström and John<br />
Ardelius<br />
singbox.com<br />
Product/business idea:<br />
StrumLive is an online<br />
community for live music. It’s<br />
an arena where anyone can<br />
perform his or her music for<br />
free in front <strong>of</strong> an audience<br />
that can communicate with<br />
<strong>the</strong> artist in several ways.<br />
Founded: 2014<br />
Founders:<br />
Lucas Sandberg and Petter<br />
Ögren<br />
strumlive.se<br />
pacemaker.net
Why The main <strong>Stockholm</strong> creators is <strong>of</strong> <strong>the</strong> <strong>the</strong> leader <strong>Stockholm</strong> in Musictech scene<br />
15<br />
“ Now Spotify is <strong>the</strong> Netflix <strong>of</strong> music sites.<br />
MarkZuckerberg, Facebook’s founder, says,<br />
'Daniel [Ek] just saw <strong>the</strong> opportunities <strong>of</strong><br />
streaming music before anyone else.”<br />
The New Yorker, 2014. 12<br />
Innovations from <strong>Stockholm</strong> is leading <strong>the</strong> way<br />
30<br />
30<br />
25<br />
20<br />
Spotify <strong>–</strong> <strong>the</strong> world’s<br />
streaming giant<br />
Product/business idea:<br />
The music, and recently<br />
video, streaming service<br />
that in just a few years have<br />
developed into a giant<br />
that dominates <strong>the</strong> world<br />
market. 13<br />
Founded: 2006<br />
Founders:<br />
Daniel Ek, Martin Lorentzon<br />
15<br />
10<br />
5<br />
0<br />
30<br />
11<br />
Spotify Apple Music Deezer Pandora<br />
Radio<br />
6<br />
Rhapsody/<br />
Napster<br />
Spotify still leads <strong>the</strong> way regarding <strong>the</strong> number <strong>of</strong> downloads, income and active users 15 <strong>–</strong> currently 100 million<br />
people 16 . Compared with its closest competitor (Apple Music 17 ), Spotify has almost twice as many paying users 18 .<br />
In fact, Spotify has more paying users than <strong>the</strong> five largest competitors combined.<br />
4<br />
3,5 1<br />
Tidal<br />
30<br />
Investment:<br />
USD 526 million (2015)<br />
USD 500 million (2016)<br />
spotify.com<br />
Spotify is <strong>the</strong> most popular<br />
app on Facebook 14 and<br />
at <strong>the</strong> beginning <strong>of</strong> 2016,<br />
it released a new version<br />
containing podcasts, video<br />
and ‘fresh finds’ <strong>–</strong> a playlist<br />
with new songs from artists<br />
that have been identified<br />
as shooting stars by a set <strong>of</strong><br />
algorithms.<br />
25<br />
20<br />
15<br />
10<br />
5<br />
0<br />
0,5<br />
1 1,5<br />
2,5 3<br />
4<br />
5 6<br />
Jul Mar Jun Nov Jan Aug Dec Mar May Nov Jan Jun Mar<br />
10 11 11 11 12 12 12 13 14 14 15 15 16<br />
Spotify is Europe’s highest valued venture capital funded startup 19 and in 14 th place globally 20 . In 2015 it was valued<br />
at USD 8.53 billion 21 . During 2015, <strong>the</strong> company secured investments <strong>of</strong> USD 526 million. This year, it has received<br />
a fur<strong>the</strong>r USD 500 million 22 . Spotify employs more than 1 500 people all over <strong>the</strong> world.<br />
10<br />
12,5<br />
15<br />
20
The main creators <strong>of</strong> <strong>the</strong> <strong>Stockholm</strong> Musictech scene 16<br />
Photo: Henrik Trygg<br />
O<strong>the</strong>r <strong>Stockholm</strong>-born innovations<br />
<strong>Stockholm</strong>’s innovation power in Musictech flows over <strong>the</strong> city limits and across <strong>the</strong> globe. There<br />
are a whole host <strong>of</strong> world-leading companies and innovations that was developed by <strong>Stockholm</strong>ers.<br />
Companies that are active in o<strong>the</strong>r places or owned by global corporations. Below are eight<br />
companies or innovations that first saw <strong>the</strong> light <strong>of</strong> day in <strong>Stockholm</strong> and continue to make an<br />
imprint in <strong>the</strong> world <strong>of</strong> music.<br />
01<br />
02<br />
Digital music production<br />
Coding Technologies<br />
Coding Technologies is <strong>the</strong> <strong>Stockholm</strong> company that created <strong>the</strong> audio technology for Dolby.<br />
The company was started by Lars Liljeryd in 1997 and was acquired by Dolby in 2007 for USD<br />
250 million. GIPS (Global IP Solution) is <strong>the</strong> <strong>Stockholm</strong> company behind Skype’s technology. The<br />
company produces s<strong>of</strong>tware for real time voice and video processing for IP networks. It was started<br />
in 1999 by Roar Hagen, Bastiaan Kleijn, Espen Fjogstad and Ivar T. Hognestad. In 2010 it was<br />
bought by Google for USD 68 million.<br />
Music publishers and rights management<br />
Kobalt Music Group<br />
Kobalt Music Group is <strong>the</strong> world’s largest independent music publishing company representing<br />
14 000 songwriters and artists, who toge<strong>the</strong>r makes up 40 percent <strong>of</strong> <strong>the</strong> British and American top-<br />
100 lists. The company was founded in 2000 by <strong>Stockholm</strong> entrepreneur Willard Ahdritz, who still<br />
runs <strong>the</strong> company from its London HQ. Kobalt has been a driving force behind <strong>the</strong> push to improve<br />
transparency <strong>of</strong> <strong>the</strong> hundreds <strong>of</strong> thousands <strong>of</strong> revenue streams in <strong>the</strong> music industry. In 2015,<br />
Google Ventures invested USD 60 million in <strong>the</strong> company 22 .
Why The main <strong>Stockholm</strong> creators is <strong>of</strong> <strong>the</strong> <strong>the</strong> leader <strong>Stockholm</strong> in Musictech scene <strong>Stockholm</strong> Gay & Lesbian Network<br />
17<br />
03<br />
Streaming and o<strong>the</strong>r forms <strong>of</strong> music and<br />
audio entertainment<br />
Beats Music<br />
Beats Music is a music streaming service based on <strong>the</strong> service created by, among o<strong>the</strong>rs,<br />
<strong>Stockholm</strong>er and serial entrepreneur Ola Sars. In 2010 he launched <strong>the</strong> streaming service Let’s<br />
Mix, which two years later was acquired by headphone producer Beats, making Ola Sars a<br />
partner in Beats in <strong>the</strong> process. Apple bought Beats Electronics (which at that point included both<br />
<strong>the</strong> streaming service Beats Music and headphone producer Beats Electronics) for USD 3 billion 23 .<br />
Beats Music is today known as Apple Music, second only to Spotify, with 11 million paying<br />
subscribers.<br />
Filtr<br />
Filtr was developed by <strong>the</strong> digital team at Sony Music Entertainment in <strong>Stockholm</strong>. The app is <strong>the</strong><br />
world’s largest third party service for playlists and gets 30.000 new listeners daily.<br />
Rdio<br />
Rdio is a music streaming service which was created by, among o<strong>the</strong>rs, Skype founder and <strong>Stockholm</strong>er<br />
Niklas Zennström in 2010. Before being acquired by competitor Pandora Radio for USD 75 million, <strong>the</strong><br />
service was available in 85 countries.<br />
Spinnup<br />
Spinnup is a platform for unsigned artists who want to get <strong>the</strong>ir music played on, for example,<br />
Spotify, iTunes, Apple Music, Tidal, Rhapsody, Amazon and Google Play, making it possible for <strong>the</strong><br />
music industry to discover new talents. Spinnup is owned by Universal Music and was developed<br />
by <strong>the</strong>ir team in <strong>Stockholm</strong> in cooperation with <strong>the</strong> <strong>Stockholm</strong> company X5 Music Group.<br />
<strong>Sound</strong>Cloud<br />
<strong>Sound</strong>Cloud is an online platform for distribution <strong>of</strong> sound, primarily music. It is <strong>the</strong> world’s largest<br />
music community to which twelve hours <strong>of</strong> music is uploaded every minute. <strong>Sound</strong>Cloud has 175<br />
million unique, active users per month and reaches every tenth online user between 16 and 64<br />
worldwide. The company was originally founded in <strong>Stockholm</strong>, but was established in 2007 by<br />
Alexandet Ljung and Eric Wahlforss, both students at <strong>the</strong> Royal Institute <strong>of</strong> Technology in <strong>Stockholm</strong>.<br />
<strong>Sound</strong>track your brand<br />
<strong>Sound</strong>track your brand is a joint venture with Spotify and <strong>the</strong> only supplier <strong>of</strong> Spotify Business and<br />
Spotify Enterprise. The company develops and sells solutions to companies and chains that want to<br />
make music a part <strong>of</strong> <strong>the</strong>ir brand experience. McDonalds and Starbucks Sweden are among <strong>the</strong><br />
users. The company was founded in 2013 by Ola Sars and Andreas Liffgarden.
Milestones on <strong>the</strong> road to success<br />
18<br />
Milestones on <strong>the</strong><br />
road to success<br />
Photo: Viktor Gårdsäter
Milestones on <strong>the</strong> road to success<br />
19<br />
Ten years <strong>of</strong> <strong>Stockholm</strong> Musictech<br />
It was against <strong>the</strong> backdrop <strong>of</strong> <strong>the</strong> decline <strong>of</strong> <strong>the</strong> music industry in <strong>the</strong> beginning <strong>of</strong> <strong>the</strong> 21st century<br />
that <strong>Stockholm</strong>’s Musictech scene got started in earnest. For many <strong>of</strong> <strong>the</strong> entrepreneurs it was<br />
about making music more accessible to consumers through <strong>the</strong> use <strong>of</strong> new technology. The quick<br />
proliferation <strong>of</strong> technical music services in <strong>Stockholm</strong> that followed came as a result <strong>of</strong> <strong>the</strong> fact that<br />
<strong>the</strong> people <strong>of</strong> <strong>Stockholm</strong> were able to adopt <strong>the</strong> new services thanks to tax-exempt home computers<br />
and access to <strong>the</strong> world’s largest open fiber optics network 24 .<br />
2006<br />
Spotify is founded by<br />
Daniel Ek and Martin<br />
Lorentzon.<br />
2009<br />
Epidemic <strong>Sound</strong> is<br />
founded.<br />
2011<br />
Spotify is named a pioneer<br />
by World Economic<br />
Forum. Launches in <strong>the</strong><br />
USA.<br />
2014<br />
Auxy launches for<br />
iOS October 29.<br />
Gets named one <strong>of</strong><br />
best apps<br />
by Apple.<br />
2005 2010 2015 2020<br />
2005<br />
Teenage Engineering<br />
is founded with Jesper<br />
Koutho<strong>of</strong>d at <strong>the</strong> helm.<br />
2008<br />
Spotify launches in<br />
Sweden, Great Britain,<br />
Germany, France,<br />
Italy, Spain, Finland and<br />
Norway.<br />
2010<br />
Teenage Engineering<br />
launches <strong>the</strong> synth OP-1.<br />
Napster/Facebookfounder<br />
Sean Parkers’<br />
Founders Fund invests<br />
in Spotify. Spotify pays<br />
more than €45 million<br />
in licenses.<br />
2013<br />
Spotify launches<br />
for phones and in<br />
eight new markets.<br />
24 millions active<br />
users have streamed<br />
4.5 billion<br />
hours <strong>of</strong> music.<br />
2015<br />
Pugz becomes Sweden’s<br />
most successful Kickstarter<br />
ever with SEK 11.5<br />
million.<br />
Midi Hack <strong>–</strong> a music<br />
hack-a-thon <strong>–</strong> takes place<br />
in <strong>Stockholm</strong>.<br />
Teenage Engineering<br />
launches <strong>the</strong> Pocket Operator<br />
10-series toge<strong>the</strong>r<br />
with Cheap Monday.<br />
A report from <strong>the</strong> European<br />
commission points<br />
to clear evidence that<br />
Spotify has contributed to<br />
<strong>the</strong> decrease in <strong>the</strong> illegal<br />
downloading <strong>of</strong> music 25 .<br />
2016<br />
Spotify launches a new<br />
version containing podcasts,<br />
video and ‘fresh finds’ <strong>–</strong> a<br />
playlist with new songs<br />
from artists that have been<br />
identified as shooting stars<br />
by a set <strong>of</strong> algorithms.<br />
<strong>Sound</strong>track your brand/<br />
Spotify for Business and<br />
Starbucks enters into a partnership<br />
covering more than<br />
7.500 American Starbucks<br />
locations.<br />
Spotify reaches 30 million<br />
paying subscribers.<br />
Zound Industries is founded<br />
by Konrad Bergström<br />
and Kenneth Schönborg. 2012<br />
Spotify reaches four million<br />
paying subscribers.
Examples <strong>of</strong> how <strong>Stockholm</strong> Musictech influences <strong>the</strong> music industry <strong>of</strong> <strong>the</strong> future<br />
20<br />
Examples <strong>of</strong> how<br />
<strong>Stockholm</strong> Musictech<br />
influences <strong>the</strong> music<br />
industry <strong>of</strong> <strong>the</strong> future<br />
Photo: Robert Höglund
Examples <strong>of</strong> how <strong>Stockholm</strong> Musictech influences <strong>the</strong> music industry <strong>of</strong> <strong>the</strong> future<br />
21<br />
“ We are two to three years ahead in<br />
Sweden, which means that <strong>the</strong> rest <strong>of</strong><br />
<strong>the</strong> world is very interested in what<br />
we do and how we do it. The next step<br />
is to go international.”<br />
Michelle Kadir, Digital manager at Sony Music Entertainment and<br />
former product manager at Spotify. 26<br />
”It's about <strong>the</strong> future <strong>of</strong> great ideas”<br />
With those words, Spotify founder Daniel Ek opened <strong>the</strong> Brilliant Mind Conference, which took<br />
place for <strong>the</strong> first time in <strong>Stockholm</strong> in 2015. Music and tech is <strong>the</strong> basis for <strong>the</strong> conference, which<br />
brings toge<strong>the</strong>r <strong>the</strong> world's gurus <strong>of</strong> music, media and tech. Behind <strong>the</strong> initiative, in addition to<br />
Daniel Ek, is Aviciis’ manager Ash Pournouri. The conference is one example <strong>of</strong> how <strong>the</strong> future <strong>of</strong><br />
<strong>the</strong> music industry is developed in <strong>Stockholm</strong>. The trend is clear - progress is by leaps and bounds -<br />
and <strong>Stockholm</strong> is playing a major role. Below we list some <strong>of</strong> <strong>the</strong> hottest trends.<br />
Musictech grows as <strong>the</strong> world becomes more<br />
and more digital<br />
Music consumption is expected to grow significantly in <strong>the</strong> next few years. The streaming segment<br />
alone is expected to grow by eleven percent and reach a market volume <strong>of</strong> USD 7.5 million by <strong>the</strong><br />
year 2020. It is expected that almost every forth person in <strong>the</strong> world will be using music streaming<br />
services by <strong>the</strong>n. 27<br />
<strong>Stockholm</strong> contributes to more ‘intelligence’ in <strong>the</strong> music industry<br />
As <strong>the</strong> digitization and hence streaming increases, artists, producers and songwriters can use<br />
technology to get more "intelligent" contact with <strong>the</strong> market. This way, music develops and music<br />
services can be fine-tuned to suit specific target groups.
Examples <strong>of</strong> how <strong>Stockholm</strong> Musictech influences <strong>the</strong> music industry <strong>of</strong> <strong>the</strong> future<br />
22<br />
One example <strong>of</strong> a <strong>Stockholm</strong> company in <strong>the</strong> ‘intelligence sector’ is MIMA. This Musictech<br />
company uses artificial intelligence for real time analysis <strong>of</strong> billions <strong>of</strong> news, music, image and<br />
video flows, and conversations about music in order to make predictions on hot artists, albums<br />
and songs. The company was launched during March 2016 and is a collaboration between Jay<br />
Solomon and Ash Pournouri.<br />
Ano<strong>the</strong>r <strong>Stockholm</strong> example is <strong>the</strong> app Sony Insights, which has been developed by <strong>the</strong> digital<br />
team at Sony Music Entertainment in <strong>Stockholm</strong>. It was launched during March 2016 and is aimed<br />
at <strong>the</strong> record company’s artists and managers who, using <strong>the</strong> service, achieves continuous control<br />
over how <strong>the</strong>ir music is used in <strong>the</strong> world’s largest streaming channels. It also tracks what happens<br />
in <strong>the</strong> artists’ social media channels. The information about how <strong>the</strong> target groups communicate<br />
is, among o<strong>the</strong>r things, used to plan how <strong>the</strong> artist should market its music and where <strong>the</strong> next live<br />
performance should be booked. The app is <strong>the</strong> first <strong>of</strong> its kind in <strong>the</strong> world. It is being tested in<br />
Sweden and if <strong>the</strong> outcome turns out to be positive, international expansion awaits.<br />
A new music format as <strong>the</strong> net becomes our new reality<br />
Scientists 28 are seeing a new effect <strong>of</strong> <strong>the</strong> digitalization and that is that <strong>the</strong> net is increasingly<br />
becoming <strong>the</strong> real (as opposed to virtual) reality where we live our lives. We are moving from<br />
being an individualized culture where we only convey personal experiences, to becoming a culture<br />
<strong>of</strong> participation, where we instead create and experience more toge<strong>the</strong>r.<br />
There are several companies and innovations in this presentation that promote interaction and<br />
co-production, but one <strong>of</strong> <strong>the</strong> most interesting examples is perhaps ORB Industries, which has filed<br />
a patent for a completely new music format in Virtual Reality. Using ORB Industries services, artists<br />
and creators will be able to package <strong>the</strong> music experience in a totally new way and allow users to<br />
interact through VR.<br />
The success story continues<br />
Keeping in mind that <strong>Stockholm</strong> is called ”<strong>the</strong> streaming capital <strong>of</strong> <strong>the</strong> world” 29 , <strong>the</strong> future<br />
looks bright for <strong>Stockholm</strong>’s Musictech scene. <strong>Stockholm</strong> vibrates with ideas and <strong>of</strong>fers unique<br />
possibilities <strong>of</strong> quickly turning ideas into reality. There are many reasons to keep track <strong>of</strong><br />
<strong>Stockholm</strong>’s Musictech <strong>–</strong> this is only <strong>the</strong> beginning.
Sources<br />
23<br />
Sources<br />
Photo: Viktor Gårdsäter
Sources<br />
24<br />
Sources<br />
Media and interviews<br />
1. Statista 2016: Digital Music, Key<br />
Takeaways, worldwide<br />
www.statista.com/outlook/202/100/digital-music/<br />
worldwide<br />
2. TechCrunch 2016: Sweden Is A Tech<br />
Superstar From The North<br />
techcrunch.com/2016/01/26/sweden-is-a-techsuperstar-from-<strong>the</strong>-north/#.czceqpa:RjFV<br />
3. Primarily obtained through searches on<br />
CrunchBase <strong>of</strong> <strong>the</strong>ir respective companies<br />
4. The Nordic Web 2016:<br />
www.<strong>the</strong>nordicweb.com/news/<br />
5. Mashable 2016: How <strong>Stockholm</strong> is<br />
becoming Europe's premier tech hub<br />
mashable.com/2016/01/22/stockholm-europe-techhub/#AW9KHjxpU8qw<br />
6. Webbsökning på respektive företag<br />
These figures we have obtained from various sorces,<br />
allabolag (figures from), corporate web sites, emailed<br />
companies and from SvD which wrote that Spotify<br />
has 800 employees. www.svd.se/spotify-har-egenbostadsko<br />
7. 2013: Interview Urbanears<br />
www.<strong>the</strong>futurepositive.com/blog/interviewurbanears/<br />
8. The Verge 2015: Teenage Engineering<br />
designed a set <strong>of</strong> incredible pocket<br />
syn<strong>the</strong>sizers that cost $59 each<br />
http://www.<strong>the</strong>verge.com/2015/1/22/7868157/<br />
teenage-engineering-pocket-operator-syn<strong>the</strong>sizers<br />
9. Wired 2015: Auxy’s Awesome iPad Music-<br />
Making App Comes to <strong>the</strong> iPhone<br />
http://www.wired.com/2015/12/auxy-for-iphone/<br />
10. The Observer 2016: <strong>Stockholm</strong> Is <strong>the</strong> Next<br />
<strong>Powerhouse</strong> <strong>of</strong> <strong>Sound</strong><br />
www.observer.com/2016/03/stockholm-is-<strong>the</strong>-nextpowerhouse-<strong>of</strong>-sound/<br />
11. The Verge 2015: Pacemaker, our favorite DJ<br />
app, just got even better<br />
http://www.<strong>the</strong>verge.<br />
com/2015/12/17/10293578/pacemaker-<br />
DJmixing-features-ios-update<br />
12. The New Yorker 2014: REVENUE STREAMS- Is<br />
Spotify <strong>the</strong> music industry’s friend or its foe?<br />
www.newyorker.com/magazine/2014/11/24/<br />
revenue-streams<br />
13. Statista 2016: Number <strong>of</strong> paying Spotify<br />
subscribers worldwide from July 2010 to<br />
March 2016 (in millions)<br />
www.statista.com/statistics/244995/number-<strong>of</strong>paying-spotify-subscribers/<br />
14. Statista 2016: Most popular Facebook apps<br />
in November 2015, by monthly active users<br />
(in millions)<br />
www.statista.com/statistics/276371/most-popularfacebook-apps-by-monthly-active-users/<br />
15. TechCrunch 2015: Spotify Claims Streaming<br />
Music Throne Worldwide, But Pandora Is<br />
Still Top Service In U.S.<br />
techcrunch.com/2015/12/01/spotify-claimsstreaming-music-throne-worldwide-but-pandora-is-stilltop-service-in-u-s/<br />
16. Statista 2016: Number <strong>of</strong> global monthly<br />
active Spotify users from July 2012 to<br />
January 2016 (in millions)<br />
www.statista.com/statistics/367739/spotify-globalmau/<br />
17. Billboard 2016: As Spotify Nears 30 Million<br />
Subscribers and Apple Music Exceeds 11<br />
Million, Is Streaming Turning <strong>the</strong> Corner?<br />
www.billboard.com/articles/business/6875477/<br />
spotify-30-million-subscribers-apple-music-11-millionsubscribers<br />
18. Forbes 2016: With 30 Million Users, Spotify Is<br />
Gaining Subscribers Faster And Faster<br />
www.forbes.com/sites/hughmcintyre/2016/03/21/<br />
with-30-million-users-spotify-is-gaining-subscribersfaster-and-faster/#48f5d646402e
Sources<br />
25<br />
Financial Times 2016: Spotify within<br />
earshot <strong>of</strong> 30m paying subscribers,<br />
http://www.ft.com/intl/cms/s/1159aca6-d1e3-<br />
11e5-92a1-c5e23ef99c77,Authorised=false.<br />
html?siteedition=intl&_i_<br />
location=http%3A%2F%2Fwww.<br />
ft.com%2Fcms%2Fs%2F0%2F1159aca6-d1e3-11e5-<br />
92a1-c5e23ef99c77.html%3Fsiteedition%3Dintl&_i_<br />
referer=&classification=conditional_<br />
standard&iab=barrier-app#axzz40L5VXOWt<br />
Svenska Dagbladet 2016: Konkurrenten:<br />
”Vi försöker inte ta kunder från Spotify”<br />
http://www.svd.se/vi-forsoker-inte-ta-kunderfranspotify/om/deezer<br />
19. The Telegraph 2015 : Spotify valued at<br />
$8.53bn valuation after fresh funding round<br />
www.telegraph.co.uk/finance/newsbysector/<br />
mediatechnologyandtelecoms/11664186/Spotifyhits-8.53bn-valuation-after-fresh-funding-round.html<br />
20. The Telegraph 2015: These are <strong>the</strong> most<br />
valuable startups in <strong>the</strong> world<br />
www.telegraph.co.uk/finance/picturegalleries/11904378/These-are-<strong>the</strong>-most-valuablestart-ups-in-<strong>the</strong>-world.html?frame=3460665<br />
21. The Telegraph 2015 : Spotify valued at<br />
$8.53bn valuation after fresh funding round<br />
www.telegraph.co.uk/finance/newsbysector/<br />
mediatechnologyandtelecoms/11664186/Spotifyhits-8.53bn-valuation-after-fresh-funding-round.html<br />
22. Crunchbase 2016: Spotify,<br />
https://www.crunchbase.com/organization/<br />
spotify#/entity<br />
23. TechCrunch 2015: Kobalt Tunes Into $60M<br />
Led By Google Ventures For Its Music Rights<br />
Collection Platform<br />
techcrunch.com/2015/02/26/kobalt-tunes-into-<br />
60m-led-by-google-ventures-for-its-music-rightscollection-platform/<br />
24. Wall Street Journal 2014: Apple Buys Beats<br />
for $3 Billion, Tapping Tastemakers to<br />
Regain Music Mojo<br />
http://www.wsj.com/articles/apple-to-buybeats-1401308971<br />
25. IFPI 2015: Musikförsäljningsstatistik helåret<br />
2014<br />
ifpi.se/dokument-och-statistik?cat=2014<br />
26. Europeiska Kommissionen 2015: Streaming<br />
Reaches Flood Stage: Does Spotify Stimulate<br />
or Depress Music Sales?<br />
ec.europa.eu/jrc/en/publication/eur-scientificand-technical-research-reports/streaming-reachesflood-stage-does-spotify-stimulate-or-depress-musicsales?search<br />
27. Breakit 2016: Hennes vision har tagit form <strong>–</strong><br />
ny app skakar om musikbranschen<br />
www.breakit.se/artikel/2744/hennes-vision-hartagit-form-ny-app-skakar-om-musikbranschen<br />
28. Statista 2015: Digital Music, Key<br />
Takeaways, worldwide<br />
www.statista.com/outlook/202/100/digital-music/<br />
worldwide<br />
29. TV4 2016: Nyhetsmorgon<br />
www.tv4.se/nyhetsmorgon/artiklar/alexander-<br />
bard-instagram-kommer-att-d%C3%B6-ut-<br />
56c9b172b9a9f6cd43000069<br />
30. Financial Times 2014: The Spotify effect<br />
http://www.ft.com/intl/cms/s/0/59e6e6d6-5a49-<br />
11e4-8771-00144feab7de.html<br />
Interviews and mail contacts<br />
Björn Lindborg, #sthlmmusic, among o<strong>the</strong>rs.<br />
Jens Rudberg, Teenage Engineering<br />
Jon Mauno Pettersson, Breakit<br />
Rikard Jönsson, Midi Hack<br />
Sara Herrlin, SUP46, #sthlmmusic<br />
Contact with some <strong>of</strong> <strong>the</strong> companies through e-mail<br />
Photo Cover: Teenage Engineering / Press