Jan-Paul Jeffrey, Head of Marketing for Southeast Asia at Spotify discusses Gen Z's relationship with music and how the organisation has leveraged these growing trends on their platform. He has 16 years of experience in luxury fashion and beauty categories, and has experience working across regional and local roles with companies such as Qantas and Procter & Gamble, spanning across the UK, Germany, China and Australia. Jan-Paul leads the marketing function at Spotify across eight markets with the goal of putting consumer insights at the centre of the business. To read more about Spotify’s Culture Next report, visit bit.ly/SpotifyCultureNextReport.