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Iris Digital MD George Nimeh put Spotify’s UK sales director Jon Mitchell on the spot during a recent visit to the digital marketer. One nugget in this video from Mitchell, who was previously sales head at radio operator GCap for eight years: “Much much later on this year, we’ll be looking at targeting by mood. If you’re a brand that needs to reach people in a relaxed mindset – perhaps they’re listening to Ibiza chill-out or Mozart – but we know that 15-24 is in that mindset and therefore you can serve the right brand to them.”
I will be interviewing Spotify’s new UK MD Paul Brown at The Guardian’s Radio Reborn conference on April 27.