A boat-trip, a lunch with German cuisine under the motto "Wunderbar," and performances by ten German bands are part of the campaign of the German delegation at SXSW to attract attention to the German music market.
The German ministry for economic affairs and technology in Berlin is helping to promote the 70 participating music, movie and interactive companies with six-digit funding. The Initiative Musik GmbH is the funding agency set up by the German government and music industry to support German music. The goal of the Initiative Musik is to promote and support young musical talents and the dissemination of German music abroad.
Ina Keßler, managing director of Inititative Musik, acting as the German export office that is organizing the participation in Austin, said to Billboard: "Our expectations for SXSW are that musicians will get together and meet professional partners such as labels, booking agencies, publishers and licensee-partners. We also expect further bookings for international festivals following the performances of our artists."
After the joint group UK/Ireland, the Germans are the second biggest delegation from Europe. Over 100 people in the German delegation are attending. Says Keßler: "This year we want to prove for the third time that music from Germany is wunderbar."
The ten German bands performing include Apparat Band (Berlin - Electronic), Bonaparte (Berlin - Electronic, Punk), Fenster (Berlin - Indie), Talking To Turtles (Leipzig - Indie), Touchy Mob (Berlin - Electronic), Abby (Mannheim - Pop), Coma (Cologne - Electronic), Shandy Mandies (Leipzig - Psychedelic, Rock'n`Roll), Emma Heartbeat (Essen - Hip-Hop) and Dena (Berlin - Electronic).
During the boat trip "German Acts on Board" on Lady Bird Lake March 16th, bands will meet 80 international bookers, festival organizers and journalists.
Berlin Music Week is also hosting an event called "Lunch With The Germans" featuring guest German chefs from Kochzeichen D pm March 15, where 400 guests will gather at the Parkside Lounge . On the menu are bavarian cheese-spread obazda as an amouche bouche, iced cucumber-yogurt soup, mixed vegetables ("leipziger allerlei"), and hash browns with wild berry pudding.
Keßler says, "Here, US participants and the international guests can make contacts with German companies and German bands and their managements. We want to gain a foothold in the international market."
In 2012, more than €2 Million in funds will be made accessible for artists and music companies reported Keßler. The main sponsor is the Federal Government Commissioner for Culture and Media, acting on the basis of a resolution passed by the German Bundestag.
Initiative Musik is supported by the German Collecting Society for Performance Rights (GVL) and the German Collecting Society GEMA.