Jeroen Willems is the founder of White Forest Music Industry Advisors, where he brings together a lifelong passion for music and a broad background in business, finance, and culture.
His journey into music began early; starting on keyboard as a child, switching to guitar in his teens, and playing in bands across genres, from singer-songwriter to metal.
After graduating in music in high school (but just missing the conservatory), he chose a more practical path: studying business engineering and international business in both Europe and the US, where he also explored many of the country’s iconic music cities.
Professionally, Jeroen began as a trainee at ING, followed by leadership roles as director at a consulting firm, commercial director at a direct lender, and investment manager in impact venture capital. Throughout, he stayed connected to music, performing and attending hundreds of concerts and festivals.
He later joined the advisory board of BrabantC, a cultural investment fund supporting creative entrepreneurship in music, festivals, film, dance, and design. He has also advised artistic entrepreneurs and lectured on Leadership in Culture and Leisure Management.
Now, through White Forest, Jeroen’s mission is clear: to strengthen the music industry and help create lasting, positive impact for the people who make it possible.
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