It’s hard to imagine a world without Spotify, but a decade ago, that was the case
Thanks to Young, Mitchell, Arie, and the action of other major-label players, those who had spent years railing against the streamer were finally given a louder megaphone. “The fact is that Spotify doesn’t value music,” musician and writer Damon Krukowski recently
. “Spotify used the financial model of arbitrage to obtain a cheap if not free product — digital music — and resell it in a new context to realize profit. In other words, Spotify’s profitBut to fully understand the scope of this cause-and-effect chain, it’s essential to remember how Spotify was viewed when it initially launched a decade ago. Laid out in the simplest, most direct terms, the concept sounded like magic. It still does.
What made Spotify a big deal was that word: free. It was ad-supported, or you could pay for premium, in what is one of the most well-known success stories of the “” model — where a free service that reserves more advanced and sophisticated features for paying customers. It also had time limits at the beginning, which incentivized users to upgrade to “unlimited” or premium .
Adding to the buzz was the fact of its invite-only status, which continued until late 2011. You had to request an invite to join Spotify, then wait you’d get one via email. I received mine on July 28, 2011, a barebones, text-only email with a link and some basic instructions. “Hello,” it began robotically. “Well, the wait is over. Here’s your invite to enjoy Spotify for free. We’d like to reward your patience with instant access to over 15 million tracks. Let the music begin.
At the risk of sounding 200 years old, it really was intoxicating to open up the desktop app, type in a song — any song — and see it appear, then click to play it, in full, whenever you wanted. That early experience of listening on Spotify, specifically, is baked into my memories of some essential albums from that time that I still listen to: Fun’s
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