Leader du streaming musical avec ses 71 millions d’abonnés en 2018, Spotify est devenu l’une des applications les plus téléchargées au monde sur les plateformes de téléchargement mobile, seconde après Netflix. Loin devant son concurrent américain Apple Music ou le français Deezer, Spotify est devenu en moins de 10 ans un indispensable pour des millions de personnes. Pourtant, que sait-on de la firme Suédoise et de son fondateur ? Retour sur l’histoire d’une plateforme, devenue mastodonte du streaming musical…
Qui est Daniel Ek, fondateur de Spotify au parcours de génie ?
Si le nom de Daniel Ek ne vous dit rien, c’est que le fondateur de Spotify aime se faire discret… Né le 21 février 1983 à Stockholm, ses parents lui offrent à l’âge de 4 ans une guitare et, un an plus tard, son tout premier ordinateur : un Commodore VIC-20. Si cela semble paraître anecdotique, on en est pas moins sûr que quelques années plus tard, l’union de la musique et de la technique en ferra la « personnalité de l’industrie musicale la plus puissante ».
Est-on prédestiné à devenir un génie ? C’est la question que l’on peut se poser en découvrant le parcours de Daniel Ek. Véritable prodige du codage, c’est à l’âge de 13 ans qu’il créé ses tous premiers sites internet pour le compte de plusieurs entreprises. Face aux prestataires qui demandent 50 000 dollars pour la création d’un site web, le jeune suédois flaire le filon et lance sa propre affaire avec un stratégie déjà murement réfléchie… casser les prix ! Avec des tarifs dix fois moins chers que ses concurrents, Daniel Ek alors encore lycéen, gagne l’équivalent de 15 000 euros par mois.
Précoce et ambitieux, c’est à l’âge de 16 ans en 1998 qu’il postule chez Google. Malgré toutes ses capacités, le géant californien ne donne pas suite à sa candidature le jugeant trop jeune et lui conseille de reprendre ses études… Face à ce refus, le jeune suédois qui n’abandonne jamais répond : « Qu’ils aillent se faire foutre, je vais construire un meilleur moteur de recherche, ça ne peut pas être si compliqué. »
Ni une ni deux, il créé alors un premier moteur de recherche qu’il revend à une société suédoise, en parallèle de ses études au KTH Royal Institute of Technology (où il en claquera la porte 8 semaines plus tard, trouvant la formation trop théorique).
A tout juste 20 ans et une troisième société spécialisée dans le marketing créée, Daniel Ek devient millionnaire en la revendant à prix d’or à une société suédoise. Ferrari, appartement au cœur de Stockholm, soirées en compagnie de la jet set suédoise… il mène alors un train de vie semblable aux plus grandes stars du Football. Grisé par l’argent, il finit par tout plaquer un an plus tard ne supportant pas cette richesse soudaine et sombre petit à petit dans une lente dépression…
Des forêts Suédoises à Spotify : tout quitter pour mieux revenir !
Chez ses parents dans la forêt suédoise où il vit dans une cabane en bois, Daniel Ek renoue avec ses passions d’antan tel que la musique et réalise « qu’il y avait deux choses dans {sa} vie qui {l}’avaient vraiment passionné : la musique et la technologie ». Pendant des mois, seul, il joue de la guitare et s’interroge sur son avenir. De passage à Stockholm, il recroise Martin Lorentzon à qui deux ans plus tôt, il avait revendu son entreprise lui permettant de devenir millionnaire. Tous deux en recherche de nouveaux projets à accomplir, ils s’enferment durant plusieurs semaines et passent leurs journées devant des films tel que le Parrain ou à écouter de la musique sur Itunes. L’idée de créer une plateforme de musique où tous les morceaux seraient accessibles sans téléchargement voit alors le jour dans leurs esprits : Spotify est né !
Si la création d’une plateforme est un jeu d’enfant pour Daniel Ek, il en va autrement des droits pour des catalogues musicaux… Après deux ans à négocier avec les plus grandes maisons de disques afin de les convaincre de céder leur catalogue de titres en échange de part dans sa start-up, Spotify est finalement lancé en 2008. Pari gagnant car 10 ans plus tard, la plateforme de streaming musicale entre en bourse et rejoint le cercle fermé des « licornes », regroupant les entreprises ayant moins de 10 ans d’existence, spécialisées dans les nouvelles technologies et valorisées à plus d’un milliard de dollars avant même leur entrée en bourse.
Spotify à l’assaut d’un marché potentiel de 100 millions d’individus : l’Inde
Présent dans 77 pays, Spotify ne compte pas s’arrêter d’aussitôt et ambitionne de déployer son offre en Inde au cours de l’année 2019. Malgré une population de 1,3 milliards d’habitants dont 100 millions utilisent régulièrement un service de streaming, s’implanter dans le deuxième pays le plus peuplé au monde ne semble pas si facile…
Grands consommateurs de musiques en streaming, les indiens sont cependant difficilement convaincus par les offres de streaming payantes, privilégiant les offres gratuites. De surcroit, Spotify est-elle assez puissante pour faire face aux principaux services de streaming majeurs déjà présents en Inde ? En effet, Gaana, plateforme de streaming musicale indienne de référence, a levé en 2018, la somme de 115 millions de dollars de la part de Tencent pour développer son activité.
Comme une sorte de boucle perpétuelle à chaque nouveau lancement, la question relative aux droits musicaux se pose. En effet, la musique indienne étant répartie entre plusieurs petits labels, nouer des contrats pour les droits des catalogues musicaux indiens peut paraître relativement complexes. Projet ambitieux pour le géant du streaming musicale, le pari est tout de même loin d’être gagné d’avance !
Découvrez d’autres success story d’entreprise comme Fila et Ellesse, des marques qui elles aussi ont su se démarquer grâce à leur dirigeant.
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