Our digital storefront and showcase platform Live Music From Sweden (LMFS) has received a bit of a new look in the new LMFS project ExpoReady! The purpose of the export project is to make new international efforts with the live scene in focus. In doing so, we are taking further steps away from the digital format – a format that has been much needed during the pandemic, but which we are now broadening with arm-in-arm trips and physical meetings with the aim of new contact surfaces and live contexts. On September 17-20, MCV therefore traveled together with the Cultural Administration VGR to the Reeperbahn Festival in Hamburg, arm-in-arm with the Gothenburg-based artist and producer Klara Goliger and the organizer Qia Hjelmäng from Sagateatern in Borås. The primary focus of the trip has been to put Swedish music on the map, offer practitioners new export contexts and initiate work opportunities for Sweden's professional musicians, artists and arrangers. By joining hands with actors in our region, we have also been able to support and monitor the interests and ideas that exist to create new opportunities and collaborations. A very fun part of the journey has been to just stay together in a small team and explore new impressions together!

For a total of 2,5 days we were on site at the Reeperbahn – a festival with a conference and a showcase section. In other words, awesome concert experiences were interspersed with seminars, panel discussions, meetings and presentations/networking. Overall, there is a focus on discussions around music policy, AI and technical innovation, sustainability and equality in the industry. Over the years, Reeperbahn has also grown to include more cultural expressions such as art exhibitions, film screenings, performances, etc. We were able to take part in smaller club gigs, outdoor gigs and larger gigs in a theater stage format. Inspiring and intense in a fun way, as the entire festival is spread out over different stage areas and venues, theaters and clubs, but also outdoors over a larger area in the same city district.
On our agenda were several visits to so-called “receptions” → i.e. presentations or receptions organized by a host country or other actor, often at a venue or gathering place with brunch or coffee and a chance to make new contacts. The idea here is that you should be able to mingle or take part in showcases and meet others in the industry. We were at a reception organized by CNM – Centre National de la Musique in France. It is a public institution whose purpose is to support, promote and develop the music sector in France, with a focus on all genres. We managed to visit additional receptions organized by Estonia, Ukraine and Germany where we met interesting key people from each country's export office and with whom we discussed possible future collaborations.

ExMS Jesper Thorsson and Westside Music Sweden's Gustav Påhlsson and Mattias Tell.
During the festival we also took the opportunity to meet the Swedish export office Export Music Sweden under their banner 'Meet the Swedes' – a chance for delegates from all over the world to talk to Sweden-based actors. Read more about ExMS here! We also attended an inspiring lecture with participants from the program Key change. Keychange is a European initiative that works for gender equality and inclusion in the music industry. Keychange works to increase the representation of women and gender minorities in the music industry – both on stage and behind the scenes (e.g. as producers, songwriters, arrangers, decision-makers). Our sister association Musikcentrum Öst has co-founded Keychange.
Through meetings and scheduled events, we became acquainted with several organizations and initiatives in Germany:
- Hamburg Music who talked about their new innovation project MI-RAP (Music Industry Resilience Acceleration Programme).
- Rock City Hamburg which appeared to have similar working structures to MCV.
-The North German umbrella organization State Music Council SH (roughly like a “State Music Council” for North German music organizations and actors)
-Popnet – North German music network for popular music

The Västra Götaland Cultural Administration, popular music producer Maja-Karin Fredriksson and Sagateatern in Borås, organizer Qia Hjelmäng.
A summary of these days is that the festival brings together an incredible number of performers, artists, performing artists and just as many key people with functions around them (agents, bookers, organizers). Since the Reeperbahn Festival has a general focus on pop/indie and a lot of subgenres around it, it also brings together a lot of various actors in one place. It was cool to take part in so many expressions and formats of music, and we can conclude that it makes a big difference to actually be there physically to form relationships, fruitful meetings and ideas with people. We will continue to work on new collaborations to clarify for our members how the German music industry works and what opportunities for collaboration exist within popular music and related genres. Thanks for this time, Reeperbahn! ✨
/Annelie for the MCV office