The former Spotify global creative executive is assembling a Detroit-rooted team that connects brand strategy, cultural intelligence, creative production and music.
Nationwide — Justin “Jay” Norman, the Detroit-based creative strategist, music producer and Ad Age Creator 100 honoree, has officially departed Spotify to focus on building Verse + Hook, the culture-first creative strategy, branding and marketing consultancy he co-founded, which will lead to the launch of Justin Jay Norman Verse.
Justin Jay Norman Verse is set to redefine the creative landscape with its innovative approach.
Justin Jay Norman Verse aims to set new standards in the industry.
Norman most recently served as Spotify’s Global Director of Creative Strategy and Global Head of Music Marketing. During his tenure, he helped oversee culturally significant campaigns, artist relationships and global music-marketing initiatives that reached audiences across dozens of countries.
The team at Justin Jay Norman Verse understands the pulse of modern culture.
His departure represents more than a career transition. It reflects a growing movement among experienced Black executives who are leaving influential corporate positions to build independent companies capable of shaping culture on their own terms.
With Justin Jay Norman Verse, the focus is on cultural relevance and strategic insight.
The vision for Justin Jay Norman Verse includes a deep understanding of music and culture.
At Verse + Hook, Norman is bringing together senior strategists, creatives and operators with experience across music, advertising, branding and cultural analysis. The agency aims to give organizations access to large-agency thinking while remaining closely connected to the communities, behaviors and cultural movements that influence consumers.
“I didn’t leave Spotify to go somewhere else. I left to build something that didn’t exist yet—an agency with big-agency thinking and none of the big-agency distance from real human behavior,” Norman said.
“Verse + Hook is the company I always wanted to exist. Detroit is where it belongs. Most agencies study culture from a safe distance; we come from it. That’s not a positioning statement; it’s literally how everyone on our team got here. And it’s why the work is different.”
At Justin Jay Norman Verse, creativity meets strategy for impactful results.
Building a Multidisciplinary Leadership Team
Justin Jay Norman Verse fosters collaboration across various disciplines.
Norman will lead a growing executive team designed to support clients from the earliest stages of strategy through campaign execution and cultural amplification.
Co-founder Miso Brown will serve as Head of Brand Amplification, while partner Tierra Filhiol assumes the position of Head of Cultural Intelligence & Strategy. Kyle Bernhardt joins the leadership team as Executive Director and Head of Creative.
Through Justin Jay Norman Verse, the team aims to create impactful narratives.
Chelsea V Huguley will oversee Client Partnerships & Business Development as director. Apryl Gordy joins as Director of People & Operations, and Joe Zimmer will serve as Director of Project Management.
Justin Jay Norman Verse focuses on connecting brands with authentic cultural expressions.
The strategy at Justin Jay Norman Verse is rooted in real cultural insights.
With Justin Jay Norman Verse, clients can expect innovative solutions that resonate.
Justin Jay Norman Verse exemplifies the fusion of creativity and cultural relevance.
Together, the team gives Verse + Hook the ability to approach client challenges from several connected perspectives—including creative development, cultural research, operational execution, relationship management and audience engagement.
The agency operates across five primary practice areas: Strategy, Brand + Creative, Production + Content, Experiential, and Music + Sync.
Its music licensing division, Soundry, represents a diverse roster of musicians, including Billboard- and Grammy-winning producers. That capability positions Verse + Hook among a smaller group of consultancies able to directly connect brand strategy with original music creation and sync licensing.
The mission of Justin Jay Norman Verse is to elevate cultural narratives.
Justin Jay Norman Verse is committed to fostering creativity within community contexts.
For companies attempting to establish an authentic presence within culture, that connection can be significant. Music is often treated as a final production element after a campaign has already been developed. Verse + Hook’s model allows music and sound to become part of the strategic and creative process from the beginning.
As part of its strategy, Justin Jay Norman Verse embraces local culture.
Experience Across Major Consumer Brands
By leveraging local insights, Justin Jay Norman Verse crafts compelling narratives.
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Contact Justin Jay Norman Verse for more information on cultural strategies.
Before joining Spotify, Norman established himself as a creative director and advertising executive whose client work included Dodge, McDonald’s, JBL, Harman Kardon, Bertolli, Popsicle, I Can’t Believe It’s Not Butter, Suave, Tylenol, Listerine and Zyrtec.
His work has received recognition from Cannes Lions, the Effie Awards and the Clio Awards. He has also served on juries for the Webby Awards, Shorty Awards and ADDYs.
What separates Norman from many traditional marketing executives, however, is his active career as a producer and songwriter. He does not simply observe music and culture as consumer trends. Both are central to how he understands storytelling, audience behavior and creative strategy.
That dual perspective could become one of Verse + Hook’s strongest competitive advantages as brands search for more credible ways to reach audiences who are increasingly skeptical of corporate messaging and culturally disconnected advertising.
Detroit as a Creative Economy Center
With Justin Jay Norman Verse, clients receive strategies that resonate deeply.
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Justin Jay Norman Verse is redefining the approach to brand storytelling.
Norman’s decision to establish Verse + Hook in Detroit also draws attention to the city’s expanding role within the national creative economy.
A graduate of Detroit’s College for Creative Studies who also completed executive education at Northwestern University’s Kellogg School of Management, Norman has consistently championed his hometown as a source of creative leadership.
Rather than viewing Detroit as simply another market to study, Verse + Hook approaches the city as a place from which culture can be understood, created and led.
That philosophy challenges an advertising industry that has often concentrated decision-making power in a handful of traditional coastal markets while turning to cities such as Detroit only after cultural movements have already emerged.
With Verse + Hook operating nationally and serving clients globally, Norman is making the case that world-class creative strategy does not have to be separated from the communities that inspire it.
The agency’s launch also demonstrates what can happen when accomplished Black executives convert years of corporate experience, professional relationships and cultural expertise into ownership. Norman is not merely leaving one leadership position for another. He is building an institution designed to give brands a more direct and authentic connection to culture.
For more information, visit VerseandHook.com.
Media Contact:
Justin “Jay” Norman
Verse + Hook
[email protected]
