'It ultimately made people realize that music was worth paying for': Spotify's Sten Garmark on how the streaming giant created an entirely new business model, and its mission to convince users that 'there was something better than free'

I sat down with Sten Garmark, Global Head of Consumer Experience at Spotify, to reflect on the company's impact 20 years on.

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 Apr 23, 2026  0  1
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'It ultimately made people realize that music was worth paying for': Spotify's Sten Garmark on how the streaming giant created an entirely new business model, and its mission to convince users that 'there was something better than free'
I sat down with Sten Garmark, Global Head of Consumer Experience at Spotify, to reflect on the company's impact 20 years on.
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