CTLA and Co-Founders Organize a Workshop with Hernán Rojas: Harnessing the Power of Music for Business Transformation
As part of the Come To Latin America (CTLA) initiative, a transformational workshop was organized in collaboration with Ia Adlercreutz Company Co-Founders, led by renowned Chilean music industry expert Hernán Rojas. The event gathered Finnish high-level executives and business leaders to explore how music and artistic creativity can drive leadership, business transformation, and innovation.
Harnessing the Power of Music for Change
Rojas emphasized that music is more than just entertainment—it is a powerful force for change that can enhance leadership, foster innovation, and drive organizational transformation. Drawing from his experiences working with Fleetwood Mac, Van Halen, Santana, and Frank Zappa, as well as consulting for global brands like Coca-Cola, Puma, and Deloitte, Rojas demonstrated how music can:
- Stimulate new ways of thinking and enhance problem-solving.
- Break conventional patterns in business decision-making.
- Foster emotional connection and collaboration within organizations.
Key Workshop Themes & Reflections
- Art as a Business Transformation Tool – Rojas explained how art and creativity can drive corporate change and innovation.
- Combining Technology & Creativity – Finland’s high-tech sector has the potential to become even stronger by integrating music and creative thinking into its business models.
- Real-World Case Studies – Rojas showcased how music-driven transformation has helped companies, including his role in helping Colbun Energy transition toward renewables through artistic engagement.
Insights from Finnish Business Leaders
The workshop sparked meaningful discussions among executives about how music and art can be tools for leadership and transformation. Key reflections included:
- Eeva Ahdekivi (Investor & Board Member):
”Art is neutral, widely understood, and a positive way to connect. It enables different expressions and perspectives—no one is ‘wrong’. It brings joy and even humor.” - Tommi Juusela (Business Executive):
”Facing challenges requires courage to introduce new ways of thinking. Experiencing and creating art moves us away from conventional paths—this is a critical skill for leaders today.”
Impact on Finnish Business & Leadership
- Corporate leaders engaged in hands-on exercises, exploring how artistic creativity enhances leadership and business success.
- New perspectives on integrating music into business decision-making were introduced.
- Cross-industry collaborations emerged, bridging business, music, and technology sectors.
Conclusion & Future Collaborations
The workshop successfully demonstrated that art and business are not separate worlds—when combined, they create new opportunities for growth, leadership, and innovation. With growing interest in music’s role in business transformation, this initiative sets the foundation for future partnerships between creative industries and corporate leaders in Finland and Latin America.
