been replicated by other artists of similar calibre in these countries, raises interesting questions for music marketing professionals. Rather than setting a release date after the bulk of promotion, it often makes more sense for Hybris to get albums out as soon as they kick-off their promo run. They want listeners, not buyers. Hybris' Mattias Lvkvist is convinced that this is one of the reasons why Jonathan Johansson's album became such a success. "With Spotify," he says, "you can see a very strong connection between an album that's been getting a good welcome by the media and the streams. Going from reading the daily magazine reviews and clicking on your computer once to hear the music is a very easy process. [...] In a way we see a situation returning to how things were in the 90s, with media (traditional as well as new media) playing a bigger role and where sales charts better reflects what people listen to." The market has become the pin-up of the access model and Lvkvist claims "If you are on the top list of the 100 most played at Spotify you are a star. Since they have such a massive number of users in Sweden, it's the first service since the arrival of the CD that has made itself culturally relevant." The jury is still out on streaming for many, as critical mass has yet to be achieved in most of the major music markets, but it's extremely interesting to see these revolutionary changes