Sorry, I'm a bit late to this thread. Onboarding of more artists and consumers is the main goal of course. I see several challenges here but the main problem is the lack of a basic economic knowledge. That is the key to understand why current models of music distribution and consuming don't work in order to be open for a total different approach with the v4v model. This is still a long way to go, I guess. The technical hurdles aren't that much of a problem. I see a lot of artists being unhappy with Spotify etc. but they are sticking to the idea of ​​copyright. In the end they just search for a better deal with another Spotify-like company. So, focus shouldn't be the technical side of v4v. We definitely need much more marketing based on success stories to spread as a door opener.