What made you decide to become an entrepreneur?
What are the main barriers currently preventing young people from becoming entrepreneurs?
“The first hurdle is timing. Around the age of 25–27, many people are looking for stability, a steady income and independence. Yet starting a business often requires the opposite: accepting that you’ll have to make do with little at first and constantly reinvesting. The earlier you start, the more room you have for error. The other difficulty is the administrative side of things. Between the Companies Register, the solicitor, the banks… it quickly becomes complicated without support.
Are younger generations more inclined to start their own businesses than their parents’ generation?
“Yes, definitely. These days, we’re exposed to so many more role models, especially on social media. We see entrepreneurs, freelancers, people who work whilst travelling… naturally, that opens up new possibilities. Before, we mainly based our aspirations on those around us. Now, we can see that there are loads of possible paths, so it makes us want to give them a go. And then our relationship with work has changed: many young people no longer see themselves spending their entire career in the same place.
In the early years, it’s clearly difficult to strike a balance. There’s a lot of work, plenty of unexpected events, and a sense of constant chaos.
Is it really possible to achieve a work-life balance when you’re running your own business?
“It depends on what each person means by work-life balance. It’s mainly a question of choice, but also of the people around you. Organisation is key. Without a structure, the risk of burnout is very real. That said, in the early years, achieving a balance is clearly difficult. There’s a lot of work, unexpected events, and a kind of constant chaos. Over time, you learn to structure it all better. But it’s not a pace that suits everyone.
Could you tell us about a significant failure that changed the way you approach business?
“Just before Covid, we organised one of our first parties with Ultraschall Collective. We’d booked Dynoro, who’d just released a massive hit [‘In My Mind’, ed.], so we were convinced it would be a success. In the end, ticket sales didn’t materialise. It came as a real shock. It taught me one essential lesson: fame isn’t everything. A well-known artist isn’t enough to fill an event. What matters is the concept, the experience, the atmosphere…
Have social media platforms become essential for growing a business?
“For B2C, yes, definitely. If you’re targeting consumers under the age of 40, it’s hard to do without them. Platforms such as Facebook, Instagram and TikTok offer real visibility. TikTok, in particular, allows you to reach new audiences without necessarily having an existing follower base, which makes it a very powerful tool.
What works for 25-year-olds doesn’t necessarily work for 20-year-olds.
What mistakes do brands still make when trying to connect with young people?
“Firstly, communication is too corporate. Many people still rely on outdated approaches, even though trends are changing very quickly. Secondly, there’s a lack of adaptability. What works for 25-year-olds doesn’t necessarily work for 20-year-olds. You have to constantly stay on the ball. Finally, there’s too much promotional content, and it’s too polished. These days, young people are mainly looking for authenticity, spontaneity and entertainment.
What is your view on the negative aspects of social media among young people?
’I think we need to start by distinguishing between young people and children. The real issue is access at too early an age. Giving children under the age of 14 access to social media raises questions, particularly regarding their attention spans and the content they are exposed to. Responsibility is shared. Platforms have a role to play, but so do parents. It is essential to support the youngest children, set boundaries and, above all, raise their awareness of how to use these platforms.
Will AI make young people more successful… or more dependent?
“It’s mainly a question of balance. I’m glad I completed my studies before these tools came along because it taught me how to research, organise my thoughts and write on my own. Today, AI saves time. But there’s a real risk if we become too dependent on it. If everything is automated, we lose our ability to think and be creative. The aim is to use it as a tool, not as a replacement. I think the rise of AI will reinforce the value of authenticity: everything that is real, embodied and human will become even more important.
I don’t think young people are lazy. It’s mainly that we have far more options than we used to.
Some people believe that Generation Z is lazier than previous generations. Do you agree with this view?
“I understand where that comes from, especially in a country like Luxembourg, where life is fairly comfortable and stable. Naturally, it can give that impression. But I don’t think young people are lazy. It’s mainly that we have far more options than before. With the internet, freelancing, online marketing… it changes the way we view work. And then, the wider context plays a part too. Between inflation, wars, climate issues… it can be discouraging. Some people wonder what they’re putting their energy into.
Do the media, particularly in Luxembourg, still meet young people’s expectations?
“I no longer consider myself particularly young, and 21- and 22-year-olds don’t consume news in the same way I do. But what I’d like to see more of in Luxembourg is more in-depth journalism. These days, I get the impression there’s a lot of pressure to produce content quickly, sometimes at the expense of quality. Certain topics, however, really deserve to be explored in depth, particularly in politics, where we sometimes remain a bit on the surface.
Are young people really losing interest in politics?
“Not really. I think we’re actually a fairly well-informed and quite engaged generation. With social media, we’re constantly exposed to the news, debates and people taking a stand. You see it too on certain international issues, where young people take quite clear stances. In my circle of friends, at least, these discussions are very much a part of our lives.
If you had to debunk a stereotype about Generation Z, which one would you choose?
“This idea of trying to define an entire generation. These days, it doesn’t really make sense anymore. Things are changing so quickly that a gap of just three or four years is enough to create real differences. We often talk about Generation Z as a homogeneous group, when in reality it is highly fragmented, with a wide variety of profiles and life experiences.”
Events and Digital
As the head of Ultraschall Collective, Louis Loschetter organises electronic music events in unusual venues, bringing together international artists and local talent. Through Skandal Agency, he supports businesses and organisations on social media, offering services ranging from content creation and management to strategic consultancy.
From the court to entrepreneurship
Having been selected twice for the Luxembourg national team for the U18 European Championships, Louis Loschetter briefly considered a career in professional basketball. In the end, he decided against it: it was too risky and too time-consuming. Sport had given him a great deal, but he wanted to retain the freedom to pursue other interests. He therefore chose to keep basketball as a passion rather than a profession.
This article was written for the May 2026 issue of Paperjam magazine, published on 29 April. The content is produced exclusively for the magazine. It is published on the site to contribute to Paperjam’s comprehensive archive. Click on this link to subscribe to the magazine.
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