A Decade of Promoting Music –
“10 Years Initiative Musik”

Initiative Musik celebrated its tenth anniversary on 15 October 2018 with a gala in the historic Meistersaal in Berlin. Since 2008, we’ve successfully been supporting professional artists and music clubs in Germany as well as the framework conditions for the areas of rock, pop and jazz music. “10 Years Initiative Musik” – with 2,950 grants and sponsorships across Germany so far totalling 31.6 million euros.

At the anniversary event we welcomed more than three hundred guests from politics, the media and the music industry in the completely packed Meistersaal. Minister of State for Culture and the Media Prof. Monika Grütters opened the stage show with a speech. Initiative Musik’s Supervisory Board Chair Prof. Dieter Gorny next provided an outlook on the future challenges for Initiative Musik as a platform for promotion and dialogue.

This was then followed by a sort of look back across the past decade with various roundtable discussions from members of the Supervisory Board, supporters, shareholders, artists and other long-term associates. The discussion partners presented the various mainstays of Initiative Musik and provided a recap of the history of the origins of the music promotion and export office:

  • Sponsorships for professional newcomer artists
    A conversation with Marc Chung (VUT, Initiative Musik Supervisory Board)
  • Sustainable structures for rock, pop and jazz
    Ina Keßler (Initiative Musik) in conversation with Martin Eifler (Federal Government Commissioner for Culture and the Media), Mario Hain (BY-on, Die Sauna)
  • Unique music projects
    Dr Ralf Weigand (GEMA, Initiative Musik Supervisory Board) in conversation with Sybille Kornitschky (jazzahead!), Daniel Glatzel (Andromeda Mega Express Orchestra)
  • APPLAUS for nationwide club promotion
    Prof. Jens Michow (bdv e.V., Initiative Musik Supervisory Board) in conversation with Pamela Schobeß (Gretchen), Felix Falk (BK Jazz), Karsten Schölermann (LiveKomm)
  • Pop-cultural toursn
    Dr Andreas Görgen (Federal Foreign Office) in conversation with Bernd-Wolfgang Weismann (BMWi Undersecretary, Initiative Musik Supervisory Board)

Performance by the artists and bands Meute, Delhia France & Robot Koch plus Yellow Bird rounded off the stage programme between the discussions rounds – all the performers have benefitted from Initiative Musik sponsorships, allowing them to bolster their careers.

Press Conference “10 Years Initiative Musik”

A press conference for media representatives took place on the morning of the gala event with the following speakers:

  • Sponsor perspectives
    Prof. Dieter Gorny – Chair of Initiative Musik’s Supervisory Board
    Ina Keßler – Initiative Musik Managing Director
    Martin Eifler – Head of the Department for Music and Performing Arts at the Federal Government Commissioner for Culture and the Media (BKM)
  • Recipient perspectives
    Monika Roscher – jazz guitarist, composer, singer, Munich
    Reimer Bustorff – musician and managing director of Grand Hotel van Cleef, Hamburg
    Anna Groß – managing director of Springstoff Records, Berlin
    Oliver Baurhenn – curator and festival director of the CTM Festival, Berlin

Fifteen media representatives attended the press conference, including reporters from ZDF, Deutsche Welle, Musikwoche and Rolling Stone. There were 86 reports about “10 Years Initiative Musik” in a wide variety of media, including Deutsche Welle, which broadcast two TV features, and Deutschlandfunk Kultur with a radio interview in its daily culture report “Tonart”.

Initiative Musik Film and Podcast

A promotional film was produced as part of “10 Years Initiative Musik” and was made possible by a grant from GEMA.

Jukebox and Podcast

The “Initiative Musik Backstage” podcast and a digital jukebox offer new opportunities for Initiative Musik’s public relations work. The more than three thousand projects supported – especially the artists and music clubs – can be experienced on the jukebox in a new way. This documentation of such projects has been integrated into the newly relaunched Initiative Musik website.

The partnerships and backgrounds of the support and promotion programmes can be communicated in an informative manner in the new “Initiative Musik Backstage” podcast. It also offers intriguing views onto the German music industry – as an important component of Germany’s cultural and creative economy. The episodes are available through the new website and also on audio portals including Spotify, Apple Podcasts and Deezer.

The projects for “10 Years Initiative Musik” were made possible by the Federal Government Commissioner for Culture and Media (reception, podcast & jukebox), the GVL (reception, podcast & jukebox) and GEMA (film).


Michael Wallies

head of department