Daniel Ek

And it usually starts pretty small.

And then actually in each cluster, it's kind of like starts...

developing more broadly.

And when you really look at it, like it has oftentimes a pretty huge diaspora outside of that sort of near region as well.

So, I mean, the Hispanic population, the US would be kind of an obvious one, right?

And so many years ago, we kind of started seeing them breaking out their natural clusters and becoming a pretty big thing.

And it was, for me at that time, it was just pretty obvious that if we invested in that genre on a global basis, we thought that that would have a global appeal.

They may not know what the lyrics are about though.

For better or worse.

Yeah, that would be a very different thing.

There's a lot of local cultural things that seems like, what is talking about, you know, someone cheating with this one and all this kind of relationship stuff.

So that's the sort of local nuances.

But yeah, I mean, yeah, that's the fascinating thing, right?

But at the same time, you probably wouldn't have imagined MSG being sold out and like 20,000, if not more, people singing Korean lyrics that doesn't look Korean, by the way, like know every word to every lyric.

And that's the amazing thing, right?

Like when things catch on, it's music.

It makes people feel there's something about the artist, there's something about how they're communicating that resonates with you as an individual.

And it is the foundational storytelling.

We've always used music.

It is so hard to describe art, right?