Spotify user acquisition story began from its first version, Spotify AB. Daniel Ek and Martin Lorentzo's aim was to make it light and user-friendly. They attempted to combat piracy in the music industry.
With $2 for per song, iTunes was the only option for music, apart from Napster (which was illegal by the way). Ek and Lorentzo concentrated on lowering latency so that all of the music could be played instantly - like you would listen to your songs directly from your device.
The creators also asked Swedish music bloggers to beta-test Spotify. It contributed to the Spotify marketing success since the bloggers praised its high-quality and the news quickly spread. The app stormed the music industry, which made the Spotify marketing success an overnight phenomenon.