A Strategic Time to Be Born
From the golden era of vinyl and CDs to the seismic shifts brought on by digital streaming, and now into a world shaped by digital innovation across sectors, J/G’s journey mirrors the transformation of many industries. This alignment wasn’t just a matter of timing; it has been a continuous education in how to adapt, innovate, and lead through changing landscapes.
Born in the early '80s, J/G’s formative years unfolded alongside the music industry’s most profitable era. From records to tapes to CDs, he wasn’t just a consumer but an active participant in the shifts happening around him. As technology progressed, he began to see the early signs of how niche trends could move to the mainstream—an insight that would later shape his work in strategy and leadership.
By the late '90s, playing in bands and producing music gave him firsthand experience of how creativity meets commerce. But it was the advent of Napster and digital piracy in the early 2000s that revealed the true complexity of an industry in flux. While studying music production, J/G saw the traditional business models collapse, a lesson that taught him the importance of adaptation. This led him to Red Bull, where he explored music and culture from a different vantage point—not as a product, but as a patron and facilitator of creativity.
At Red Bull, J/G was not confined to just one role. He worked with artists, agencies, venues, and brands, always looking for ways to support cultural and creative communities. His role was an entrepreneurial playground where he learned to navigate between the needs of brands, consumers, and artists. This fluidity across sectors, from live music to brand-building, laid the groundwork for the strategic lens he now applies to leadership teams across industries.
Moving to Spotify in 2015, as streaming was about to redefine the music industry, furthered J/G’s ability to guide teams through periods of rapid change. His work stitched together disparate parts of the company, much like a producer harmonizes different elements in a track. This role helped him refine a holistic approach to problem-solving and innovation, skills he now brings into his offsite strategy sessions with leadership teams looking to navigate their own market challenges.
Today, through Green Mountain Lodge, J/G applies these years of experience and strategic insight to help businesses across a range of sectors. His journey through the music industry’s highs and lows provided invaluable lessons in adaptation, leadership, and creative problem-solving. Whether it’s music, tech, or broader cultural industries, J/G believes the key to success isn’t just reacting to immediate trends but understanding the deeper forces at play—those that shape both challenges and opportunities.
J/G’s unique ability to see patterns, anticipate shifts, and guide organizations through change has become a vital asset to the work he does with leadership teams today. Together with his clients, he looks to uncover unseen opportunities and chart bold new paths in an ever-changing landscape.
