I have been using Spotify Premium for a few months now and barely even looked at iTunes since. Amazing how quickly habits change and how profoundly. I went from spending hundreds of pounds on CDs, importing them to iTunes, making playlists and listening to them on my ipod. I was happy. I liked this arrangement. Part of me was pleased with this new musical revolution. I bought a wireless device for the car so that my ipod could travel wherever I went and I delighted at the touch screen simplcity of the interface. This was 6 months ago.

Today all of that Apple kit lies wantonly in the house somewhere like a friend I have grown apart from. And I don't think I'm going back.

Just to be clear, first and foremeost, I am a lover of music. I was a late adopter of iTunes and even CDs. I clung onto my love of vinyl for longer than was really sensible. I became somewhat militant. I loved vinyl. The digitisation of music was the devil's work. And yet I became a very early adopter of Spotify. How times flies?

So what's the secret of Spotify's success.

For me it comes to down to the following 5 things: 

The Experience: Frankly it is a thing of total beauty. Not only does it work but it works sublimely.

The Cloud: Everything is in the Cloud. Forever. And it works everywhere. 

It's Social: I could spend hours on this particular point but this is perhaps one of the best integartions of Facebook in existence. It seduces you into an endless journey of discovery.

Multi-device: It works on everything. Again beautifully. 

Business Model: Follows the freemium model of tiered access enabling mass market reach and then premium services for the top tier.  

Try it but be warned its totally addictive.