Fraunhofer is Europe’s largest application-oriented research organization. The research activities are aimed at promoting the economic development of the European and German industrial society, with particular regard for social welfare and environmental compatibility. Steffen Holly (Sholly) leads the business unit Media Management and Delivery of the Fraunhofer Institute for Digital Media Technology, managed by the MP3 inventor Prof. Karlheinz Brandenburg. Sholly became an electronic technician before he studied music. After his music career he worked in a record company, as a supervisor for music rights and became Director of Audio Products & Technology Licensing at MAGIX AG in 2000. With the buyout of Fraunhofer AudioID to the MAGIX subsidiary M2Any, which later became www.mufin.com, he lead the hybrid recommendation development. After 2009 he worked as CTO for AUPEO! Personal Radio being responsible for product and content until the startup was bought by PANASONIC Automotive US. Since 2013 he is working at Fraunhofer.