Frédéric Parmentier.

Frédéric Parmentier – Founder of MaZic | Pioneer of Nudge Music Management

A graduate of ESSCA, Frédéric Parmentier is a former executive of Swiss subsidiaries for major international groups (LVMH, Etam, Beaumanoir, Vivarte, Baechler). A passionate musician, he founded MaZic to combine music, neuroscience, and management into an innovative approach: Nudge Music Management.

With 20 years of experience in retail, he observed the tangible effects of music on the performance and well-being of both teams and customers. Today, he leverages this expertise to foster managerial transformation, employee engagement, quality of life at work, and corporate culture.

A business school professor, keynote speaker, and executive committee member of the “Musique, Cerveau et Société” foundation, he works toward a society where music becomes a lever for harmonious performance.

🏆 Notable Achievements

• 🎶 Creation and teaching of Nudge Music Management in business school

• 🎧 Founder of MaZic (2021), partner of SNCF for the musicalization of station announcements

• 🧠 Executive committee member of the “Musique, Cerveau et Société” foundation (2024)

• 💿 Music production: album Machine Humaine, mastered at Abbey Road, music video “Tu likes ton job ?”

• 🎤 Organization of storefront showcase concerts for Morgan (Swiss flagship), boosting commercial performance

• 👨‍👩‍👧‍👦 Family Instagram live concerts during Covid to foster social connection

• 📀 First self-produced 45 RPM single in 1988 (Une escale, ESSCA)

• 🎸 Began playing guitar in 1984: the start of a lifelong vocation

Language spoken by the speaker:

• French

🧭 Themes & Areas of Expertise

• 🎵 Understanding the superpowers of music in business

• 🔥 Individual and collective motivation: when music sets the tone

• 💚 Well-being at work: “feelgood music” supporting QVT (Quality of Life at Work)

• 🤝 Leadership & corporate culture: harmony as the foundation of human-centric management

• 🚀 Creativity & innovation: music as a catalyst for change and purpose

📌 Key Topics Covered

• Nudge Music Management: transforming the enterprise through music

• Inspiring together: music as a vehicle for collective engagement

• From pleasure to performance: harnessing emotions in management

• Building a harmonious corporate culture

• Stimulating creativity through sensory experience

Frédéric Parmentier delivers a unique keynote at the crossroads of emotion and science. Harnessing the transformative power of music, he reconciles performance and well-being within the enterprise.