Spotify had 239 million paying subscribers, almost 3 times more than Apple Music. Users think that Spotify has more music content, however, Apple Music has early releases, live concerts, exclusive interviews, and interactive content. That’s why, at Apple Music, we used part of that content to invite people to subscribe to our platform. We hacked Spotify by placing the early release of Peso Pluma’s album, but on this platform, users would only find 10 seconds of one of the songs because at the end of the track there was a message inviting users to subscribe to Apple Music to listen to the full release. On social media, people, influencers, and media outlets talked about the hack we did. In a short time, we caught up to Spotify in subscribers, and Peso Pluma was nominated for the Latin Grammy Awards for his new album.