me | Florian von Hoyer – driven by holistic passion

What has this man done to go so far as to bundle arts, technology and humaneness into one single menu?

In the beginning, there was music. I listened, got caught and followed the vibes. After graduation straight into one of the trailblazing formative stages of my life. From the Munich region to Buenos Aires, into a vibrant music, arts and culture scene.

7 years of intensive studies of creative processes. Daily training of my voice, iterative movements on the piano, the guitar and the largest artefact in my hand, my upright bass, alone and as part of groups. Composition and arrangements: pure design thinking applied to music.

Multiple weekly product meetings, known among artists as 'rehearsals,' repetition and refinement of processes, adjustments as needed. Every other week, a feature release to showcase the brand-new products to the customer, the audience. The daily routine of a creative band musician, for the product developer like a handbook of Agile methods.

Back to Europe then. Madrid. And the next apprenticeship: business administration. Headlong into the practical experience, as a founder. Galileo, that’s what we call the expedition, and we end up developing our own 360° business model: from artistic talent sourcing, recording, production, label, distribution and publishing, to live music booking, concert & tour production, marketing, PR and media promotion, talent management on top of the cake. Hard times, instructive years. Legendary moments. Resilience.

2009, the decisive move towards a streaming music business: Merlin and Altafonte, enterprises committed to giving service to the community of independent labels. We expand from Spain into Latin America. Close interaction with the tech giants. Business development. Growth. Success. Completing the full circle of a Digital Transformation process.

2014, time for the next challenge: promote digitalization and agile methodology in a larger structure. [PIAS] – the living example of an independent and global music company. Collecting miles between London, Brussels, Paris, Hamburg and Zurich. Development and launch of the business portal for internal and external users. Integration process of the venerable French Harmonia Mundi. Project management, change management, training. Always at the interface, between people, between systems, between people and systems. Impulses and ideas for an Organizational Development which aims at motivating fellow team members and lead the way towards the future.

2018: Development of the work philosophy and methodology presented on these pages, followed by five exciting, thrilling, and fascinating years during which artefactYou was applied at the Berlin-based companies Zebralution and MusicHub.

And it worked!

Introduction of remote work including all necessary tools and workflows, restructuring of leadership and meeting formats, strategic realignment, and integration of the company group into GEMA. Not even COVID can stop us—in fact, the new structures take hold, and Zebralution achieves sustained healthy growth.

Seamless transition into strategic planning and the definition of mission & vision for the one-stop service platform MusicHub, designed to simplify workflows for musicians to free up space and time for their creative expression.

Building and leading a dream team of exceptional talents from diverse cultural backgrounds, fostering an extraordinary sense of unity, and working together with focus toward achieving the set goals.

At the same time, the opportunity to make a significant contribution to the further development of a grand vision within the framework of the EU project Belem: song lyrics with synchronized translations to and from multiple languages, ensuring proper remuneration for songwriters and global availability on digital music platforms. 

2025. The next logical step: bringing together the worlds of business, team dynamics, and music. Unveiling the formulas I apply in my approach: the basic ingredients, the intrinsic motivation to apply musical knowledge to any work environment: www.music-atWork.com.

Sharing motivates me. Everything I’ve experienced and learned—with you and with everybody who resonates. I’ve read, studied, achieved a lot. Created, developed, and lived through plenty as well. But the beat keeps grooving and I sense there's still so much more to explore.

What about joining forces and making progress together?