Sholly became an electronic technician before he studied music. After his music career he worked in a record company, as a supervisor for music rights and became Director of Audio Products & Technology Licensing at MAGIX AG in 2000. With the buyout of Fraunhofer AudioID to the MAGIX subsidiary M2Any he lead the hybrid recommendation development.
Sholly worked as CTO for AUPEO! Personal Radio after 2009 being responsible for product and content . Since January 2013 he leads a business unit Media Management & Delivery at Fraunhofer IDMT.