6:00 - 6:30 PM Nibbles and Networking
6:30 - 8:00 PM Presentation and Q&A

Join the MS in Strategic Communication Program at Columbia University’s School of Professional Studies for a discussion and reception with Zach Pentel, Global Director, Brand Strategy at Spotify.

Popular music provides the ultimate gauge of contemporary attitudes about culture, politics and society at large. It’s the language we use to subconsciously discuss and deliberate the issues of the day. Whether it’s about the rise and fall of disco, the role of boy bands or contagion of K-Pop, there is no greater measure of social sentiment than popular music. It creates an understanding of a society’s collective attitude. And with that, one could say that the music industry has the answers to some pretty compelling cultural questions. In this presentation, Zach Pentel will show how one can use data to dissect the connection between pop music and the world around it.

About the Speaker:

Zach Pentel is head of brand strategy at Spotify, the world’s most popular music streaming service with a community of 180 million users across 65 markets. Tasked with growing Spotify's profile across the globe, he works to widen Spotify's cultural impact through creative strategy, content and campaigns. In his career as a creative consultant and brand planner, he has worked with brands like Nike, Visa, Diageo, Lowe's, Condé Nast, American Express, Unilever, and Major League Baseball.

Space is limited -- RSVP by: Friday, November 23, 2018

For questions and further information, please contact Colleen Baldino at cb2942@columbia.edu

From Motown to K-Pop: Decoding the Cultural Secrets of Pop Music with Data