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Support for Berlin's creative industries and Motor Fm

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Presentation by Katrin Tobies from Berlin "Senate for Economics, Technology and Women's Issues" and Markus Kühn from "Motor FM" on the Support for Berlin’s creative industries and case study of MotorFM given at the experience exchange event of CREATIVE METROPOLES project in Warsaw

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Support for Berlin's creative industries and Motor Fm

  1. 1. Supporting Creative Industries Overview of Public Structures and a Private Example Creative Metropoles, Warsaw 21-24 October, 2009
  2. 2. Agenda 1. Introduction 2. Overview: Public Support Structure 3. Case Study: The Radio Platform „Motor FM“ - a Private Venture to Support Creative Industries
  3. 3. Introduction Speakers: Markus Kuehn (Motor FM, Berlin) Katrin Tobies (Senate Department for Economics, Technology and Women's Issues Berlin)
  4. 4. Overview: Actors and Structure of CI Cluster Agencies for business development Senate Chamber of Industry & Commerce and investor support Working Committee CI Steering Committee „Communication, Media, CI“ (25 members, headed by SenWTF) Committee‘s Office: Senate‘s Initiative Projekt Zukunft Networks/ platforms: Book Society Music Commission Gallery Association create berlin ... DMY berlindesign.net 24,000 companies and 165,000 employees/self employed in CI
  5. 5. Overview: Fields of Action Support of Senate & Projekt Zukunft is focused on: • Establishing networks, clusters, platforms • Raising awareness / sensitisation for CI • Internationalization • Space for cultural and creative industries • Adapting funding programs to CI‘s needs • Education, coaching and consulting start-ups • Cross-sectoral formats of support
  6. 6. Case Study: The Radio Platform „Motor FM“ Agencies for business development Senate Chamber of Industry & Commerce and investor support Working Committee CI Steering Committee „Communication, Media, CI“ (25 members, headed by SenWTF) Committee‘s Office: Senate‘s Initiative Projekt Zukunft Networks/ platforms: Book Society Music Commission Gallery Association create berlin ... DMY berlindesign.net Support through Motor FM 24,000 companies and 165,000 employees/self employed in CI
  7. 7. Case Study: Brief Overview of Berlin‘s Radio Market • 30 radio stations on FM • 9 public stations and 21 private stations • Most stations have a strong musical focus on AC (Adult Contemporary/Charts) and don‘t appeal to people working in CI • No station caters particulary to CI‘s needs (neither in terms of information nor publicity)
  8. 8. Case Study: Introducing „Motor FM“ (I) • Licenced in 2006 by Medienanstalt Berlin-Brandenburg (MABB) • Entirely privately funded by entrepreneurs Ernst-Udo Großmann, Konrad Freiherr von Löhneysen, Mona Rübsamen and Markus Kühn • Now broadcasting in Berlin-Brandenburg, Stuttgart and nationwide via Internet • Further coverage in Germany planned • 45 employees • > 600.000 frequent listeners
  9. 9. Case Study: Introducing „Motor FM“ (II) Goals: • Platform for regional CI • Appealing to creative people, opinion leaders and multipliers • Strong networking aspect • Integrating radio (push) and online (pull) to drive attention and supply information
  10. 10. Case Study: Target Group Motor FM Source: Sinus Sociovision
  11. 11. Case Study: Modern Performers (I) Young and unconventional performance elite: intense life - professional and personal, multiple options, flexibility und multimedia enthusiasm Lifestyle / Environment: • Modern Performer describes the young experience- and performance- orientated elite. They are looking for an intense life, acting out their flexibility and manifold options, and pushing towards their professional and sportive limits. • Their distinct ambition often focusses on „the own thing“, oftentimes the own company (start-up). The objetive is not only material success. In the same way their motivation is to experiment, to take emerging chances and test their own capabilities. • Modern Performer grew up with multimedia. They make intense and passionate use of modern communication technology, in professional life as well as in their personal environment. • Beside multimedia enthusiasm they are interested in sports and outdoor activities such as cinema, bars and art shows.
  12. 12. Case Study: Modern Performers (II) • Their consumption is shaped by longing for the particular. They integrate influences from various lifestyles and cultures into their own environment and spend a lot of money to do so. Social situation: • Youngest milieu in Germany, 61% are less than 30 years old • Higher educational achievements, 26% are still in education/training • High percentage of self-employed, freelancers, managing employees and skilled workers among the professionals. • High net income (well-situated parents), higher own income among professionals Percentage of population of Germany: 10% Percentage of population of Berlin: 13,6%
  13. 13. Case Study: How It Works (I) Promotion/Publicity • Numerous guests (artists, founders, ideas, projects) every day => raises attention/interest of potential partners, funders, co-workers, employees, consumers • Support of new businesses with free advertising • Media partnerships with networks/platforms (like Fashionweek, BPW, DMY, Berlinomat, BMC, CC) Networking • Bringing people together at events • Social Media / Online • Suppling contacts
  14. 14. Case Study: How It Works (II) Content • News • Reports on political, cultural, economical and social issues • Special programmes on events like Fashionweek etc. • Fresh new music, no all-time favs • Presenters who derive from the target group • International perspective through network (LA, London) • Speech 35% / Music 65% Financing • Privately funded 2006 • Advertsing (very valuable target group for premium brands) • Transactions (e.g. music downloads) • Consulting
  15. 15. Case Study: Strengths and Weaknesses Strenghts • Broad communication platform (push media) • Regionally and nationally effective • Strong brand gives stamp of approval to featured projects • Independentely chosen contents Weeknesses • Editorial coverage of selected artists, projects, companies etc. / No 100% completeness • Not catering to all musical tastes (but most) • No nationwide terrestrial coverage yet
  16. 16. Thank you!
  17. 17. Contact Markus Kuehn Motor FM - Plattform für regionale Musikwirtschaft GmbH Brunnenstrasse 24 D-10119 Berlin Fon +49 30 74 777 74 Email markus.kuehn@motorfm.de URL www.motorfm.de Katrin Tobies Senate Department for Economics, Technology and Women's Issues Berlin / Division ICT, Media, Creative Industries Martin-Luther-Str. 105 D-10825 Berlin Fon +49 30 9013 8347 Email katrin.tobies@senwtf.berlin.de URL www.projektzukunft.berlin.de

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