Daniel Ek—CEO and Founder of the popular on-demand music streaming service Spotify—was named "The most important man in music" in the January 16th issue of Forbes Magazine. The Swedish-born entrepreneur may have also spilled the beans about Siri integration with Spotify.

“Google has 30,000 employees,” Ek says. “A part of me wonders what if they were all focused on really solving search.” He takes out his iPhone. Using its Siri voice software, he asks it when tomorrow’s first appointment begins. After a few seconds the computerized voice says 11 a.m. “Imagine if this was three times as fast or truly understood my intent,” Ek says. “It’s probably the biggest threat to Google; it’s a whole new way of interacting.” Does he plan on building a voice activated Spotify interface? He flashes a mischievous smile. “Play me some Coldplay,” he tells the phone. Its small speakers ring out with the opening piano chords of the band’s hit “The Scientist.” “We hacked into it a few weeks ago,” Ek says, with a satisfied nod. “I’m not an inventor. I just want to make things better.”

Watch Forbes' discuss how the Daniel Ek is transforming technology, media and entertainment in their behind-the-scenes cover story video.

[Evolver.fm via Forbes]

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