Frédéric Parmentier

Creator of Nudge Music Management, the new performance instrument #Engagement #Health #Innovation #Leadership #emotion management #corporate culture #Brand identity /Founder of MaZic "feelgood music @work"

Omnipresent in our lives, music has never been considered in a holistic approach addressing most of the issues facing companies today: managerial transformation, QVCT, corporate culture, team cohesion, engagement, motivation, generational link, brand identity, employer brand, innovation. This is the challenge that Frédéric Parmentier has taken on, creator of Nudge Music Management, the boost that enchants the employee and/or customer experience. A proponent of benevolent management, he has pursued two seemingly foreign passions, management and music, for over 20 years. Founder of MaZic, he now teaches the discipline he created, Nudge Music Management, at ICN, and advises companies in their managerial transformation with the musical tools he develops in a feelgood and personalized approach (sound merchandising, corporate anthems, musical leadership consulting). His leadership experience in retail for major French groups (LVMH, Etam, Vivarte...) led him to reposition ready-to-wear brands in the Swiss market to make them first-level subsidiaries internationally. He believes that leadership and team dynamics are at the heart of his profession. Dissatisfied with the music broadcasting service offerings in commerce, he created his own playlists and filed a concept with the INPI in 2006 aimed at developing commercial performance in retail through music. The highest revenues of his stores will be achieved during VIP events accompanied by music. A music lover with several thousand albums across all musical genres, Frédéric Parmentier is a self-taught musician. Author, composer, and performer, he released and produced his first album in 2014 under his pseudonym Lebil. His home studio, equipped with the best tools of the moment, allows him to express all his creativity, both in composing for other artists and in developing sound identity and sound design. By exploring the contributions of neuroscience and behavioral sciences through Nudge, and by the chance of a fortunate coaching experience, Frédéric Parmentier understood the role of his artistic musical dimension in his leadership. All the fruits of his experience in management and music have been put into the creation of Nudge Music Management. Through his conferences, as well as his teaching in business school, Frédéric Parmentier enjoys sharing his experience and creating works that make sense.