Spotify, along with many other similar services currently use a system called collaborative filtering, which consists of analyzing sources of public information available online such as blogs, to find when multiple, similar artists are mentioned in the same context. In terms of accuracy, this method is much less accurate and more hit and miss than Niland's technology. Spotify, who recently reported they had hit a milestone of 50 million paid subscribers, says that Niland employees will be joining employees in Spotify's New York offices, where they will commence work on AI tools which will help refine music recommendations. This isn't the only company that has joined the Spotify team lately – last month it was widely reported that the company has acquired a small start-up company called Mediachain, which it hopes will improve the way the company deals with royalty payments to the creators of music on their platform.