landscape,ent tech daniel ek once spotify to supply -- wants spotify to supply the soundtrack. i think about it ias soundtrack to your life. we have technology more available in your life -- your smartphones -- the internet. >> the internet of things. >> for us, when we think about it -- why shouldn't you, why shouldn't we figure out how to give you the perfect song when you start your morning? and how would your life -- if we play do that song, wouldn't your day become an percent better? -- 10% better? and what if you go to the gym and we could recommend running tracks? party are having a house and we know what people are into? then figure out the perfect mix? i think personal moments will be better if we provided more music. >> what the perfect song for you in the morning? >> that is a great question. right now, i listen to a lot of a new swedish producer. a little bit of electronic, a little bit hip-hop. it changes all the time. >> what you want spotify to become in 10 years? other than the soundtrack of our life? >> the way i think about the internet is it starts with utili