Well, it's this kind of new future- futuristic ecosystem for the music industry. Just science-fiction. I've used streaming services for quite a long time. Well, what is a long time? Well, in my case, it's like at least 5, 6, 7 years, and what happened after a while that I come to the conclusion that maybe I should try another streaming service like Tidal, or Apple Music, or Amazon, or whatever. It's actually hundreds of Streaming services existing, then I started thinking about, why should I use Spotify when I can have Tidal? That question is actually quite interesting because to me, it seems like a lot of the streaming services are the same, unless you start digging into it a little bit. That is an interesting question to address when a new ecosystem has evolved, how does the new competitive landscape evolve after that? A good case on what happens could actually be found if you, for instance, try a new kind of streaming service called Idagio that I happened to like, it's a German service, and it's only about classical music. The thing with classical music is that you could hear nearly every kind of song but performed in different ways, and with different instruments and different directors. That is a difficulty in the existing streaming services to find the same song in like 100 versions, but Idagio is fairly good of that. It's a typical kind of a niche service in the whole ecosystem of streaming. That's a typical thing that happens when we have a new ecosystem that competition goes on, then we find new waves on competing or actually always. How did we compete before we started to change the whole ecosystem? Well, one way to compete was to be the cheapest one, meaning competing with low cost. Another one is actually to compete in terms of niches, which we today, for instance, find in social media. Everything is not about Facebook anymore, we find a lot of specific niches on social media for certain gender groups, age groups, professional groups etc. These kind of niches normally evolve when a new ecosystem is becoming mature because that's the way to compete in a landscape where nearly everything looks the same. So gradually what's already happened within new stable streaming music ecosystem is that the old ways of competing is back again, and that tells us something, well, it tells us that the new ecosystem is finally here, and today the music industry is rather stable ecosystem. It's not that many record stores left to close and the record labels have nearly already adapted to the new name of the game. So today, it's stable again, as I said before. Stable, it becomes messy, and then it becomes stable again. Now, of course, a reasonable question here then is, how long will it be stable? Well, of course, that's an open question, but imagine the following, I sit in my car, I'm away to drive back home. I got 25 minutes drive, and I happen to like Jazz. I tell my car, I like Jazz and I also like the voice of Janis Joplin. I saw this documentary on Netflix yesterday. By the way, saxophone is rather nice instrument. Could you car please provide me with a unique song that I could hear while driving back home, and I'm a little bit upset today just so you know that's my mood. Well, it's this kind of new future- futuristic ecosystem for the music industry, just science fiction. It depends on how we see it, but if you look on Spotify or other services you will actually find quite a lot of albums today that at least partly is written with the help of an AI solution. Amper is for instance, one existing service, where you actually could create eight unique songs. So imagine the following. If it was possible for you to get a unique song on the fly, would you keep on to the streaming services that only has about 30, 40, 50 million songs in their library existing songs? Well, I guess that is the question we will have to address in the future. And if the answer is no, I will not keep to the streaming services and the streaming services when AI is that good if it ever becomes that good, then maybe the whole ecosystem we have today in the music industry will have a new shakeout and a new turbulent times and we will see disruption again. So nothing is stable forever. But at this moment, it seems fairly reasonable to claim that the new game of the music industry is a world of streaming and the old ecosystem have transformed into new one, and today it's a rather stable situation. Well, my guess is it's going to take quite a long time before you can get these really unique songs. But imagine if we could in the future.
