Written by Wyles Daniel In Luxembourg’s fast-growing tech scene, one company is helping traditional European businesses embrace Web3 without compromising the systems that drive them. At the center of it all is Hendrik Hey, a seasoned media executive turned one of Europe's most influential voices in Web3 innovation. As the founder of MILC (Media Industry Licensing Content), Hey has built more than a consulting firm; he has created a bridge between legacy industries and blockchain technology.
For most traditional businesses, Web3 can feel confusing, risky, or irrelevant. MILC is changing that. Through tailored strategies and cross-border collaborations, the company shows how blockchain, AI, and metaverse tools can support, not disrupt, operational stability.
From Broadcast Visionary to Web3 Pioneer
Hendrik Hey’s pathway to Web3 did not begin with blockchain. It started in 1996 when he launched “Welt der Wunder,” a science and technology program that became a household name and won millions of viewers across Europe. His genius wasn’t only in media production; it was in making difficult subjects comprehensible. Hey grew his media footprint over the years, owning national TV stations in Germany and Switzerland.
However, as digital technologies evolved, so did Hey’s vision. He saw that blockchain wasn’t just a trend; it was a new base for how businesses could operate, share information, and deliver value. With that understanding, he founded MILC to help companies transition into the digital age with confidence.
What began as a project to solve licensing and monetization challenges in media has grown into a broader mission: to help European businesses unlock real-world use cases for blockchain.
“The future of business lies in bridging traditional enterprises with Web3 innovation,” Hey explains, reflecting on MILC's mission. “Our role is not just to implement blockchain solutions, but to guide European businesses through a meaningful digital transformation that creates lasting value.”
Under his leadership, MILC has emerged as one of the few firms able to make Web3 relevant for enterprises that don’t consider themselves ‘tech-first.’
Luxembourg: MILC’s Gateway to Europe’s Digital Economy
When MILC launched its European operations, Luxembourg was the obvious choice. As a financial and regulatory hub, the country gives MILC both the oversight and access it needs to serve businesses across the continent. Here, the company can track policy changes in real time,
work alongside European regulators, and offer clients solutions that meet both compliance and innovation standards.
Operating as MILC EU, the firm has helped traditional businesses adopt Web3 technologies without disrupting what they do best. Their approach is practical: rather than pushing blockchain for the sake of it, MILC identifies existing operational challenges, then explores if Web3 offers a more efficient way to solve them.
A report by Business Market Insights projects the market will surge from $1.2 billion in 2021 to more than $59 billion by 2028, reflecting an impressive annual growth rate of 73.8%. This sharp rise signals a growing appetite for blockchain adoption across industries throughout the continent.
Beyond numbers, MILC’s value lies in trust. Enterprises know that the company isn’t trying to sell the latest shiny tool. Instead, they’re helping clients take gradual steps toward a digital future without putting stability, reputation, or compliance at risk.
Energy Innovation with ION Power Grid
MILC’s most highly anticipated project can be seen in its work with the Austria-based ION Power Grid Association. The goal? Reimagine how cities plan for energy use with the help of Blockchain, AI, and Metaverse-Backed Simulations. As Vice President of the association, Hendrik Hey is helping build decentralized systems that are not only more efficient but also more sustainable.
The project ION Power Grid digitally simulates how energy is distributed in real time within smart city mock-ups. Such systems monitor demand, automate governance, and allocate resource flows across cities. This isn’t future talk; it’s already happening.
What makes the project unique is how it blends Austrian engineering with MILC’s Web3 expertise. The result is a set of tools that help cities reduce waste, save money, and reach their sustainability goals more quickly. It’s also a reminder that blockchain isn’t just finance. It can power systems, maintain energy grids, and support entire cities.
The collaboration also shows how MILC works: cross-border, multidisciplinary, and result-oriented. From Luxembourg to Austria, the company has proved what happens when smart ideas meet practical leadership.
The story of Hendrik Hey and MILC isn’t just about personal reinvention; it’s about changing how business is done in Europe. It’s about proving that Web3 doesn’t have to be confusing or chaotic. It can be structured, strategic, and designed for long-term success.
Hey brings a rare combination of storytelling and systems thinking to every client relationship by starting in media and moving into tech. Through MILC, he’s helping industries evolve without losing sight of who they are.
Whether it’s modernizing internal operations or building smart energy grids, MILC’s work shows that transformation doesn’t have to mean starting over. It can mean upgrading what already works.
As Europe leans further into its digital future, MILC will be there, not just as a consultant but as a partner. It will help companies move from outdated models to decentralized ones, making sure no one is left behind, and turning vision into results, one enterprise at a time.
To learn more about MILC’s Web3 Consulting Services and join the forefront of decentralized innovation, visit their website: www.milc.global.
About MILC
Hendrik Hey is the Founder of MILC (Media Industry Licensing Content), a pioneering company in the blockchain and metaverse space, with a strong background in media and content. MILC operates a real live metaverse platform that serves not only the media industry but also various industrial use cases. The company also focuses on Web3 consulting, aiming to support complex real-world industries on their way into Web3. MILC is a sister company of European media giant Welt der Wunder, which Hey founded over 25 years ago. For more information, please visit www.milc.global and www.ionpowergrid.com
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