Case Study: Music Tribe achieves 300% productivity boost and secure, cloud-native operations with Microsoft Dynamics 365

Music Tribe “hits refresh” with “customer and digital obsession” through Microsoft Cloud

Music Tribe, a Malaysia‑based global audio manufacturer led by founder Uli Behringer, launched a 2019 “Hit Refresh” to rediscover its purpose and rebuild around “customer and digital obsession.” The company faced 30 years of accumulated IT waste—135 TB of redundant data, 3 data centers, 600 servers and 18 legacy applications—and needed a single, integrated digital platform to reconnect with millions of customers and restore focus on customer experience.

Music Tribe eliminated on‑premises infrastructure and moved entirely to Microsoft Cloud—Azure, Dynamics 365, Microsoft 365/SharePoint, Microsoft Sentinel, Azure AI and Microsoft Viva—partnering with Sonata, Softline, Avanade and Go1. The overhaul created a unified data platform and automated workflows, delivering secure, accessible single‑source data, a 300% boost in productivity and real‑time collaboration, and an 80% jump in employee learning engagement, improving Triber happiness and customer focus.

Music Tribe

Uli Behringer

Customer Experience Obsessor