Spotify’s new co-CEOs, Alex Norström and Gustav Söderström, start off the new year with a message of renewed leadership, creative responsibility, and what’s ahead for the brand.
2025 was a massive year for this company. Now that it’s January, we go again. And we, of course, have new job titles. For us, this is less a fresh start and more a continuation of the Spotify journey we’ve been on for the last 15+ years. As January is a natural time for reflection, we thought it would be helpful to share some thoughts with you all.
Spotify turns 20 this year, and we’ve been fortunate to grow alongside the company. We joined in 2009 and 2011, respectively, when the world—and our hairstyles—looked a little different:
One thing has remained constant: music. It is central to the Spotify experience and foundational to our work. Music—and the artists, songwriters, and partners who create it—connects people across cultures in ways that are rare, and that responsibility guides our decisions.
What has changed, and will continue to change, is the music industry itself. Twenty years ago, it stood at an inflection point, overshadowed by piracy and in decline. Spotify emerged with a bold new approach, and today, artists around the world are finding fans and building careers at an unprecedented scale.
Spotify was founded on the belief that technology should solve real problems for the arts and its communities. Today, we support a global ecosystem of artists, creators, and authors across 184 countries. The challenges evolve, but our commitment to meeting them never wavers.
So. As we begin 2026, here’s what’s top of mind:
1. No Regrets
Our aim is to build a product that leaves people feeling better at the end of every session. Whether it’s discovering a new favorite song, catching up on a podcast everyone will be talking about, or spending hours immersed in an audiobook, time on Spotify is worthwhile. Curating a playlist for someone you care about takes intention. Listening deeply takes dedication. When you choose to invest that energy, it should feel rewarding. That’s what we design for, and it all starts with the music, stories, and books you discover on Spotify. We know there’s more we can do to deliver on this promise, which brings us to…
2. More Control
We’re in the early days of a new technological era, but at Spotify, AI isn’t about automation or taking your hands off the wheel; it’s about agency. Driven by personalization, there isn’t just one Spotify—there are nearly three-quarters of a billion, each shaped by the listener behind it. Our focus is giving people more control over their experience. Through features like Prompted Playlist, DJ requests, and Mixing, technology works with your taste, opening up the world’s creativity while staying true to who you are.
3. A Creative Catalyst for Art
We believe Spotify is most impactful when serving as a catalyst for innovation, acting as the R&D arm across the creative ecosystem. Over the past year alone, we shipped more than 50 major platform improvements, reached new highs in both users and subscribers, and paid out record amounts to the music industry. Our momentum only matters if it helps artists, authors, and creators succeed, and grows the pie for everyone. We stay focused on the work and the impact we have: continually refining the tools that help artists, authors and creators reach and grow their audience, earn from their work, and help fans discover and enjoy what they create.
4. One Team
People often ask us what makes Spotify different. The answer is simple: our people. A global team of music, podcast, book, and technology fans who show up every day to deliver for users, creators, and partners alike. Together, we imagine new possibilities, take on hard challenges, and keep pushing to do better and move faster.
Twenty years in, our business has momentum, our growth is strong, and our purpose is clear. We’re here to unlock the world’s creativity. A new year is underway. Let’s get to work.
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