Great post Arpit! Out of all the acqusition & retention initiatives you mentioned, I think the two that could be the most bang for the bucks are Creating original content & going hyperlocal.

I think the latter seems like a total no-brainer given the love of the millennials for their local music & the former simply because of exclusivity.

But my question is, from a cost perspective, do you think it’s really feasible for Spotify to go down the Original Content route, given, as you yourself rightly mentioned, how difficult it is to monetize the deals & free service hungry Indians.