When I joined MusicHub in late 2020, the company was little more than an idea with big ambitions: to give artists and rights holders a digital platform that truly empowers them to take their careers into their own hands.

Four and a half years later, MusicHub had grown into a well-recognised music-tech startup in Germany. And I had the privilege of helping build it from the ground up.

As one of the first employees, I shaped MusicHub’s marketing and growth strategy from day one, establishing the brand, building an audience and creating the structures that would allow the company to scale sustainably.

Building from Zero: Channels, Brand & Growth

When I started, there were no established processes, no content pipeline, and not much of an audience yet.

Together with a small but passionate team, I developed and implemented a data-driven growth and marketing strategy that laid the foundation for sustainable expansion.

Over the years, we achieved:

• 200% annual growth in subscriptions and 155% in monthly recurring revenue (MRR)

• 50% annual CAC reduction through process optimisation and performance insights

• +300% annual growth in organic traffic and social engagement

• A zero-percent fluctuation rate within the marketing team

But numbers only tell part of the story. What truly defined our success was clarity, empathy and performance. All those values guided how I led and coached my team.

End-to-End Brand Building

As one of first marketing team members, I developed a solid brand positioning, a vivid visual identity, compelling storytelling and authentic campaigns. I also built all marketing and communication channels from scratch: social media, website, blog, email marketing, video, PR, events, paid and organic partnerships and influencer collaborations.

My work spanned across strategy and creativity: from rights & royalties education to DIY career roadmaps, from mindset & goal setting to mental health and artist wellbeing. I also developed cross-functional campaigns in collaboration with GEMA (MusicHub’s parent company) and Zebralution, aligning marketing, product and user experience.

Some of the campaigns I’m most proud of include:

• Empowering Women* in Electronic Music: a mentoring programme for underrepresented artists

• Berlin Music Night of Reflection: an event on mental health and resilience in the music industry

• Rights & Royalties: an educational campaign on artists’ rights and income streams

Thought Leadership & Industry Presence

In addition to my strategic role, I represented MusicHub as a speaker, moderator and panelist at major music conferences including Reeperbahn Festival, Most Wanted: Music, c/o pop, and Future Music Camp. In total, I participated in over 20 panels and talks in four years, speaking about mental health, career growth and the future of music marketing.

I also designed and coordinated MusicHub’s event branding and visual presence, from conference booths to award shows, always with the goal of creating an authentic, accessible and human brand.

The Human Side of Growth

To me, growth is about people, and not just KPIs.

I built and led a diverse, high-performing team from two to seven people, fostering an environment where creativity and strategy could thrive side by side. The result: zero turnover, strong collaboration and a culture based on trust, learning and shared purpose.

Looking Back

At MusicHub, I simultaneously focused on growth metrics and on the people behind them. I empowered both our team and the artists we worked with to bring out the best in themselves, for their careers, for the company and for their own wellbeing.

My leadership approach has always been rooted in empathy and clarity, encouraging creativity while maintaining a strong focus on productivity and measurable impact. By fostering a supportive, trust-based culture, I helped the team stay motivated, inspired and aligned on shared goals. With that I’ve been proving that sustainable success doesn’t come from pressure, but from purpose.

Helping MusicHub grow from scratch was more than a job. It was a journey in building structure from vision, purpose from data and culture from creativity. I’m proud of what we achieved as a team and how we helped independent musicians take control of their careers.

Looking Forward

Today, I carry these experiences into my work as a Marketing Strategist & Human-Centered Growth Consultant, helping companies and creatves grow sustainably with clarity, empathy and purpose, and building strategies that drive growth while protecting the people behind it.

My mission is to create spaces where creativity and productivity can coexist, where marketing becomes more human and where mental health is seen as a key driver for sustainable success.

My focus lies in helping organisations create authentic communication, emotionally intelligent leadership and healthier work environments that empower people to perform sustainably.

In the end, my purpose is redefining success in the creative industries, and moving away from constant hustle to a balance of ambition, awareness and impact.

Learn more about MusicHub on music-hub.com

Photo Credit: Ariane Petschow