Independent artist and long time investor here. A few thoughts:
- You were wrong in hindsight clearly but it would have been incredibly tough to see how this was going to play out early on while it was private. Music industry is a cemetery of startups trying to disrupt the industry, almost never works. I would have probably passed too.
-SPOT imo first became interesting in mid-2019 (broken IPO) and then stupid cheap throughout most of 2022 (~1x sales while quickly becoming profitable).
-What did people get wrong? 3 things IMO:
1) Artists have no power vs SPOT, they may have had some at the very beginning but that quickly faded as they gained scale and it became clear that music exclusives didn’t work (ie Tidal) and artists had to be everywhere to maximize fan exposure and income. T-Swift actually did leave SPOT for a while, it had zero impact on churn or user acq and she came back eventually. She may be the biggest artist but she’s not big enough to move the needle. Oh also she banks like $80mm p/yr from SPOT.
2) The hotter debate back then was the labels vs SPOT narrative, where most people thought labels could call all the shots and never let SPOT make any money. What people didn’t realize was that the relationship was way more symbiotic in reality and SPOT was quickly making up ~20% of label revenues (and the highest growth/margin), they also became public companies so had very little reason to change the status quo. People also failed to realize what the second order effects “pulling catalog” would be, an absolute PR nightmare from artists/managers/songwriters, potential lawsuits and making your competing labels richer given how the money is split based on stream share. Majors are also obsessed with market share so this would be opposed to that core belief. Finally, there was really no reason for them to even consider something like this, SPOT was and is their best friend, if you tried to kill them you’re left dealing with 3 big tech co’s that don’t care much about music, a much worse proposition. This is not to say labels have no leverage, ofc they do, but it’s like many supplier/distributor relationship w/concentrated power where both parties can still be profitable.
3) Finally I think everyone (including myself) underestimated the combination of pricing power and financial discipline. SPOT has very good retention + loyal customers, high switching costs and an incredibly priced product (music is still the cheapest form of media). You also only need one platform as opposed to video where people pay for 4-5. And the real surprise was how quickly Ek&co moved to cut costs and make this not just a great product but a great company, >11% EBIT margins was unthinkable even 18 months ago and they’re already there and guiding higher.
This is in large part the result of a founder-led company that has executed spectacularly, and who was underestimated by many.