Jeroen Willems is a strategic advisor and connector dedicated to strengthening entrepreneurship in the music industry. As founder of White Forest Music Industry Advisors and Dutch Music Network, he drives innovation through the ACE approach: Advise, Connect, Educate.

Jeroen’s passion for music began early as an amateur musician. After graduating in high school, he considered pursuing a professional career in the field. However, even then, he recognized the challenges of making a sustainable living in music and chose to keep it as a personal passion while studying (International ) Business in Europe and the United States. During his time abroad, he explored many of the country’s iconic music cities, deepening his understanding of music business. His professional career spans banking, consulting, and venture capital investing, giving him deep expertise in strategy, finance, marketing and growth.

Alongside his business work, Jeroen remained active in the cultural sector—joining the advisory board of BrabantC, a cultural investment fund supporting music, festivals, film, dance, and design. He has advised artistic entrepreneurs and lectured on Leadership in Culture and Leisure Management.