“Playlists are Spotify’s answer to product innovation,” Mulligan says. The company sees its network of playlists as its key differentiator—the place you go to find something to listen to, the perfect track plucked out of tens of millions of options. It doesn’t matter whether that track comes from the biggest artist on the planet, or someone like Starley Hope, a 20-something from Australia nobody’s ever heard of. If you’ll like it, it’ll find you. Spotify makes sure of that.