Will Page

Will Page is a leading economist, acclaimed author, and expert in digital disruption, known for his transformative work in the music industry. He served as the Chief Economist at Spotify from 2010 to 2019, where his strategic insights reshaped how the global music industry approached streaming and copyright valuation. Under his leadership, Spotify navigated the rise of music streaming, driving the platform’s share of industry revenue to become a major force in the market. His work in applying data science to user behaviour and industry trends helped position Spotify as a dominant player in the entertainment world.

Before Spotify, Will was the Chief Economist at PRS for Music, the UK’s music royalties collection agency. During his tenure, he produced significant research on the Radiohead In Rainbows pay-what-you-want album model, a groundbreaking approach that challenged traditional pricing in the music industry. His analysis of this model not only garnered industry-wide attention but also set a new precedent for how artists could directly engage with fans, bypassing conventional distribution models. His research into the 'long tail' theory also had a profound impact on how digital content is valued long after its initial release.

Will’s influence extends beyond the music industry into the public sector and media. Notably, he played a central role in saving BBC 6Music in 2010 by presenting a compelling economic argument for its cultural and economic importance, ensuring the station’s survival in a digital age. His advocacy for niche cultural platforms underlined the need for diversity in media offerings, even in the face of disruptive changes. Will is also the author of Tarzan Economics: Eight Principles for Pivoting Through Disruption, where he outlines strategies for businesses to adapt and thrive amid technological shifts. Drawing on his experience in the music industry, the book offers broader lessons on how organisations can manage change and disruption in the digital age. 

Will Page continues to be a sought-after keynote speaker, known for his ability to distil complex economic concepts into practical insights that help businesses and organisations thrive in an ever-evolving digital landscape. In addition to his corporate and public sector roles, Will holds prestigious academic positions as a Visiting Fellow at the London School of Economics and a Fellow of the Royal Society of Arts, reflecting his continued contributions to economic thought and innovation. His work has appeared in influential publications such as The Financial Times, The Economist, and Billboard, further cementing his reputation as a thought leader in economics and digital transformation.