Asia-Pacific Power List 2025: Jan-Paul Jeffrey, Spotify

Jan-Paul Jeffrey

Head of marketing, Asia
Spotify
Singapore
Member since 2022

Jan-Paul Jeffrey is not one to rest on his laurels. Since catapulting Southeast Asia into becoming one of Spotify’s fastest-growing regions in the world, Jeffrey’s now-expanded Asia-wide remit is an awaiting challenge one expects he can easily conquer.

In Korea, the company successfully launched its freemium business model, which unlocked a new segment of user adoption. This introduction also allowed advertisers to tap into a new wave of young Korean users. On top of that, Jeffrey and his team cleverly leveraged K-pop fandom with Carat Station, a series of pop-up experiences across Seoul, Tokyo, Manila, and Jakarta to celebrate Korean band Seventeen’s global tour. These activations featured interactive installations, exclusive merch, and surprise fan chant sessions.

Following the universal popularity of Spotify Wrapped, a Wrapped Live event was held in Thailand and Indonesia, which transformed the digital campaign into a three-hour entertainment extravaganza that was broadcast on TV.  Jeffrey also spearheaded the Kingdom's campaign, a fan-initiated playlist that picked up a Gold at the Gongs. The platform also made sure to jump on Asia’s biggest live concert last year—Taylor Swift. Across Jakarta, Manila, and Seoul, an immersive exhibition brought Spotify’s curated playlist of Swift’s songs to life ahead of the Eras tour.

Within the company, Jeffrey is a supporter of Equal, an initiative that spotlights women artists through global partnerships, activations, and on-platform support with the aim of driving greater representation in the audio industry. It’s particularly noteworthy that he regularly empowers emerging artists in the region through programmes such as Musik ID, Pinoy Music Hub, and Radar Korea. In the Philippines, for instance, Radar managed to increase local artists’ streams by 2.5x and propelled success stories such as Zack Tabudlo, whose international audience grew by 1,300%.

Jeffrey is not one to take for granted his clout in the industry. Through events and sharing sessions, he regularly mentors emerging marketers and start-ups, equipping them with insights and strategies to accelerate their businesses. He has also shared his expertise on digital transformation, audience engagement, and music marketing innovation at events including the CMO Council and Spikes Asia—further earning the chorus of acclaim that surrounds him.