Spreading the Knowledge: HMB presenting REAVES around Germany

Throughout the reporting period 2, Hamburg Music engaged in several public-facing events to communicate the REAVES project and to promote AV&M training initiatives.

At Hamburg Music’s annual general assembly on June 2, 2026, attended by around 80 member companies, the REAVES project was presented with a focus on its cross-sectoral logic. The presentation made clear that REAVES is designed to pool and exchange knowledge across the Games, AV, and Music sectors, rather than treating these as isolated fields. The expectation from members were that by collaborating with other sectors, a deeper understanding and new connections might be established.

Beyond this internal project communication, Hamburg Music used a series of external events to promote its training initiatives and entry points for young people into the sector. These included the c/o pop conference in Cologne (April 16-19, 2026), the About Pop conference in Stuttgart (June 12-13, 2026), and job fairs such as Vocatium in Hamburg (June 17-18, 2026), which specifically targets pupils exploring career options.

At these events, Hamburg Music presented concrete, hands-on applications of its training offer, including VR videos developed as part of its lateral entry programme developed in MI-RAP. Showcasing tangible tools rather than abstract programme descriptions allowed for direct interaction with attendees (pupils, career changers, and industry newcomers), and this interaction proved valuable in itself: it helped Hamburg Music understand what form training activities and entry points need to take in order to be genuinely attractive to end-users. These insights were subsequently fed back into the REAVES project discussions, directly informing the ongoing work on education and labour market development within GoA 1.3.

Taken together, these events served two complementary functions: raising awareness of REAVES and its cross-sectoral approach among the regional music industry, and generating/validating insights on education and labour market entry points that will inform the upcoming REAVES discussions.

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