Nicole Hofman takes up new role as Creative Music Director at Be Yourself Music

05 November 2020 - Press release

Be Yourself Music welcomes Nicole Hofman as its new Creative Music Director, after
five years as senior label and promotions manager, and senior PR and event manager, at Armada Music. Based in Gorinchem, the Netherlands, Be Yourself Music has housed high profile acts such as Bakermat, Tinlicker, R3hab, D-Wayne, DOLF, Marco V, Cygnus X, Marcel Woods, Showtek, Dada Life and many more since its inception in 2005, covering the entire dance music spectrum out of rebranding itself from the old ID&T Music label. In her new role, Nicole will be supervising all of Be Yourself Music’s output, and the musical direction of all of its subsidiaries.

“I have known Dick de Groot and his Be Yourself team for over a decade now and have worked with them before during my time at Flamingo Recordings. I’m happy to join the group and excited to step into my new role as Creative Music Director as I start this new adventure.”

Hofman started her career in music in the late 90s; part of the Rotterdam club scene as club manager, she would become the driving force behind the award winning nightclubs Nighttown in 1997 and Club Las Palmas in 2002. As part of Fedde le Grand and Funkerman’s celebrated Flamingo Recordings imprint, partnering with top tier names such as Ministry of Sound, Defected and Ultra Records along the way, Nicole would continue her upwards industry trajectory via the Armada-affiliated Chased Management and as CEO/founder of the Publicity Lab promotions company, before fulfilling senior roles at the sharp end for Amsterdam’s Armada Music imprint.

“During these crazy times of Covid-19, I’m very happy to see that we’ve managed to grow
our business”, says Be Yourself Music founder Dick de Groot. “Our vision at Be Yourself is to build artists and work together with them on building their careers. Covid-19 also gave us the
opportunity to have a close look at our business and see where we can improve. We’ve
optimized and expanded our team, in order to provide the best service to our artists, and
with her years of experience in the industry, I’m very happy to welcome Nicole into the fold”.