 I am about to introduce to you our speaker of the day, truly one of the most sought-after speeches of both the days, because this comes from somebody who's representing the world's largest streaming platform, the one that is always in the music business news. Any guesses? Spotify. So we'd like to invite on stage, managing director, Spotify, Mr. Amarjeet Singh Batra with a round of applause. Good morning. What a performance. I mean, amazing, Hanita. That was absolutely brilliant. I think you actually did what I was supposed to do. India's got talent. I think it needs discovery. So thanks to all of you for gathering here today. I think we're starting a little late. I'm going to take two hours to make up for it. But let's start. So I think, I guess, how many of you attended yesterday also? Oh, so a lot of you. Fantastic. So I think most of you would have then probably heard a lot about the trends and what's happening in the industry. So maybe then maybe we can quickly start off with something. Okay. Yeah, some quiz maybe just to warm up the stuff here. Anybody, what's this about? It's about, it's films that are produced in India every year, producing about 80% of the revenues of the industry actually, mostly Bollywood. This one is the growth of the streaming revenues year on year. It's fantastic, growing very fast. Anybody? Come on. Take a guess. It's India's rank in the revenues in the world in music revenues. And it says that it will reach about from 15 to 10 in by 2022. So that's looking good. This one should be easy. Okay. It's actually not noting two things. One is that we are, I mean I've read about it, but it's we are the number one policy market in the world still today. And because of that, we are also the percentage of people who pay for music is about 1%. So I think that's it. So I think to some extent Spotify just entered four months back. So I think we are absolutely delighted to be here. It's just a start of a journey. We learned a few things here. So I'm going to talk about what we think from our side, what we do and I think what we bring to the table. And I think it's not about us alone. It's about the industry. It's about artists eventually. And I think there are amazing artists in this country, but I think most of it today is concentrated on a certain genre, maybe Bollywood and so on, but it's opening up. So let's talk about it. And I think the artist is the center of everything. If you look at the way Indian artists, what we have learned so far is that it's about people who are mostly singing. If you look at the large revenues or the large focus, and I talked about Bollywood, a lot of artists are performing as playback, but I think the globally the way artists are in forefront, it's not opening up in India. I think amazing artists are coming up. They are getting a lot of visibility in India abroad. So I think that's the trend which is happening today. That is an area where I think I heard the word about just my personal passion about what I like. I think this is an opportunity for artists to express themselves and not be doing a job for somebody, but go out there and express what they believe and what do they do. And I think that's what I think is there. I think there are a lot of fans waiting for them to hear. And the fans are what are looking for what? I think the fans are looking for, if you look at globally, I think they're discovering a lot, but I think in India we're still kind of to some extent concentrated on some songs here. It's probably the popular songs, probably the film songs, but then there is a trend happening again, which I don't think I would deny it, but I think I would love to see it happening in a big way, is to open up the non-film music, the Indies and so on. And I think that is what will help people discover. So we've seen that when Spotify, kind of people use Spotify globally, they end up discovering more songs, about 35% more songs out there. So that's the kind of a trend we want to see. So where does Spotify come in? I think Spotify is the center of connecting these fans and connecting these artists. And I think we have a platform, I think we try our best to make sure that it addresses the fans' needs as well as the artists' needs. And I think they connect them in a way, not only online, but I think finally we look at what are the ways we can take them offline. Our mission, our mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it. And that's the center of what we are doing. It's a larger cause, it's about, of course we are focusing on short term goals to drive this thing, but in the end we want to see a million artists. I think if I look at, I mean today is what I heard about Hanita, I think there's a brilliant, I think there are million of artists hidden out there in India alone, I think which can be uncovered. I think we are looking forward to a journey in India to hopefully see a lot of that happening. So what are the big things that we do on the creator side of it or the other, on this side of it? And I think this is, we have a team which works on working very closely with the artists. We work with the artist and the labels, we do master classes, and I think the whole objective of that is to help them understand how Spotify works, how they can actually bring themselves to Spotify in a better way, give them tools, we have Spotify for artists which is a separate app, people can, artists can use it and then there's a dashboard for artists. So that's something that we work very closely with artists to give them a perspective on how they can improve their performance on Spotify, listen to the fans. I think a lot of data comes in and sometimes people are, the fans are, creators are able to know what are fans listening to. Not only what they're listening to, what they are producing, but they're listening to other artists. They can actually work on collaborations. They can do many things. One of the big revenue generators for artists is actually live performances and so on. So through Spotify for artists and dashboards and so on, they're able to actually identify where their fans are and then they can organize events around that and we help them kind of find that out. So this is a big area for us and I think tracking the song from when they are released to when, you know, how it goes is something that we provide. In addition to that, we also look at how, when how music is released on the platform because we are a very data-driven company, a lot of algorithmic playlists. I'll talk to you about it. So how do artists actually figure on those playlists and, you know, how do they submit their music if they can do an early submission and so on and so on. So there's a lot of stuff which happens. We have a colleague of ours who's here. If there's anybody who wants to know about that, happy to connect it to him. The second is about playlists. I think we have three billion playlists today. I think we did a launch campaign talking about it a bit, as there's a playlist for that. So we have an editorial playlist. We have about 100 artists around the world. We have lots of artists in India, especially curating for the audiences, for specific markets. And that I think helps in, you know, so for example, in India, we have 150-plus playlists that we've already created dedicatedly in different languages, Hindi, Tamil, Punjabi, Telugu and Marathi and so on. And then we go out there and look at also non-film music and so on. And some of these playlists which are shown here, they're doing very well. And I would encourage you, if you want to just look at it, some of it. I've got very good feedback from people I've met on how these playlists are performing. But the other thing which Spotify does very well, I think we've seen is the algorithmic playlist. And these are the ones which basically are produced what you are listening to, what you're discovering, what people recommend to you. And I think then these are picked up from my algorithms and then combined to say, so for example, Sound of Mumbai. And we have five of these today, Hyderabad, Mumbai, Delhi, Chennai and Mumbai. And yeah, and Bangalore, sorry. And within that, I think you can figure out what these cities are listening to. So that's a very interesting trend. So Delhi has a different trend of music. People are listening to Bangalore different and so on. Varel 50 is a playlist which basically what are the songs people are sharing a lot. So those are the playlists, the top 50 global. So there are many such playlists which algorithmic gets produced. But I think the one that I personally really, really enjoy I think like discovering is the user credit playlist. And these are the playlists which basically people produce and I think all of you who are sitting here and I think some of you are artists. So I think you create playlists which I would want to. So I actually had a very nice analogy which I think I heard somebody say that it's like when you go to the school and you have these top students in the class and you want to get hands on their notes because they really produce great notes. So imagine if you get hands on the notes of artists or great people who are really, really great in music. What do they listen to? What is their playlist? That's where you can get that and you can find that and search for it. Yesterday a friend of mine reached out to me and said I was actually looking for a certain BPM related to a playlist and I found that exactly on Spotify created by somebody who's probably running the same doing the same workouts and so on. So I was actually surprised that he could find that and he says the playlist function is amazing. So I'm personally a big fan of this and I think we articulated that in our campaign which was also very, very well received. So we are happy with that. The last piece of the cater side is the connect. I think in the end of it it is not about of online connect out there which I think we are doing via the platform. It's also we take it off stage. I think where we help fans connect with the creators and sometimes there are fan first events which are getting organized. There is Spotify on stage. But we go one step further. We also actually promote artists. If you look at global campaigns and globally we actually do a lot of artist related marketing campaigns which we connect artists directly to the fans and those and maybe that's happening a lot. In India we haven't done a bit as yet but I think that's something that is on the cards. So on the other side of the fan side of it we have I think one of the big areas where we kind of look back is insights. Insights I think is something which drives our discovery, our personalization, our demand creation. And Spotify being an extremely data-centric company that's what as everybody who's a Spotifyer they actually look at data to drive everything. So whatever you see happening either on the marketing side or in the curation side, anything that we do is actually coming from the inside. This particular thing is about a wrapped campaign which we do normally end of the year which basically picks up what people are listening to all through the year and it throws back as a memory to you what have you been listening to and it comes out as a surprise to a lot of people. We use this in our campaign globally. This particular number is how many minutes somebody, one particular person has listened to over the year. This is something like four and a half hours a day. It's not small actually. And there are people who actually listen to four times or five times of that also. So in a way I think there's a lot of listening happening to come to that that I think what we're seeing in India I think we want to see that happening to just give you a quote of that number. India we probably have one hour of listening on a streaming on a month compared to one hour a day in US on Spotify. So I think that's not Spotify data but it's the India data and I think that's something we want to change and I think we all need to get people to listen to more because the more people will listen the more people will discover and the more talent will get out. The second big thing on the fan side is the localization. I think that is something that we go very, very deep in every country. Spotify is today in 79 markets. So we not only we think for each market but whenever we launch new markets like India was launched four months back we go deep into understanding what we can provide to the audience which is relevant to them. So for example if you look at what we did in India we actually brought language onboarding in which you can actually choose what language you like and go down and go down that path of doing that which is doing very well now and we hope that we can take that globally also. We recently launched Spotify Lite and Spotify Lite is a great example in India because where users also have phones in which they don't have a lot of data and connections are not very good. So Spotify Lite could be a great way for them to connect to Spotify and access music easily. So this is a good example of Japan where we actually started off with Karoke in Japan as a localization feature because Japanese audience loved that so that was something we localized there. This is something we did in UK where we have a playlist called Who We Be and we converted this whole playlist into actual performance in I think Alexander Palace in London where we got everybody all these artists who are in the playlist to come and perform there. So I think those are kind of things that we kind of do in terms of localization and I think that's the center of a lot of stuff out there. The last piece of the fan side of it we personalized I think that's something you would probably have heard a lot about personalization out there. People think personalization is about just getting songs recommended to you and maybe more discovering but personalization can also go beyond what songs and algorithms and all that it can go beyond. Maybe you're in a car or maybe you're listening with friends so you want to throw it on a speaker. We have a Google Maps integration so while you are on Google Maps you can actually place Spotify or you're on Tinder you can place Spotify you can match profiles with people with potential partners. So I think there are a lot of ways personalization happens and this is something that is the center of Spotify. I think if you look at these three areas personalization insights and localization I think its acronym becomes LIPS so I think it's not about LIPS service but it's actually redoing a lot of work around making this amenable for artists to get discovered among all the fans out there. So in the end how are we looking right now? I think we are looking at a good number out there 70 end markets, 100 million users who are paying for music 217 million people who are using Spotify 3 billion playlists I think the numbers that I think is most struggling for I think personally when I heard for the first time 10 billion euros has actually gone back to the artist of the creators and labels community as revenues back to the industry and we have 50 million songs but let me ask you how many songs are in India so 50 million songs are on Spotify but what is the number of songs in India today? I think I was really surprised that a country of our size probably has half a million songs totally that's it maybe maybe more maybe not more than a million for sure so that I think is another staggering number which I think surprised me a lot and if you go back and start looking at the data today I think there are a lot of sessions today maybe on data after this you start looking at people are discovering less you know quite few songs in this people have this tendency to look at the most popular songs or limit to the songs they like I think that will not help grow the industry and that number is if you look at the number of songs people listen to it will go from half a million to come down to maybe 10,000 or 5,000 or 3,000 songs which are most 80% or 90% of what people listen to in a country like this if you want to really grow and you're talking of music and you're talking of having a conference like this I think these are the things that we should probably talk about and I think at Spotify, at the core of it we are kind of committed to help people discover more but we also feel that this is not our it's not a loan we can do because it takes a village to raise a child and I think in the end we all from the music industry everybody we need to gather together and figure out and everybody gets to do their job better to make sure that we actually take India to the number potential of what we are because if that happens then this happens and this is happening already this is we are at this is the latest which happened yesterday actually so Global Viral is a playlist which actually what people share the most and look at the number one song there it's an Indian song big clap for that so this is amazing and I mean we came to know yesterday and sorry I didn't plant it by the way because I'm coming here it happened organically and this is amazing and these are the ones, this is a playlist which actually we create, our editors create this is called GlobalX here all songs from around the world which are breaking out are good from different languages from Kpop to Brazilian, I mean to Portuguese to Spanish and so on all these songs come in and look at the number of the top three songs here also they are Indian and I was, this is yesterday's and I was checking it today morning, there are about five of them in the top seven or eight which are Indian so I don't think if I go back to the title which I had India's Got Talent in East Discovery if you look at this, I think I'm sorry I was talking the wrong language but yes this is the beginning the potential we have of a country of 1.3 billion people if you don't have a million artists like Hanita out there you know getting discovered I think we are not doing justice to ourselves so I think let's promise ourselves that we will work harder towards making it happen and at Spotify we are committed to work long term in the India market closely with everybody in this industry to make it happen thank you