Marketing Training Trick or Treat – Self-Determined Marketing for Artists, Artist Collectives, Musicians and Composers

In cooperation with  inm – initiative neue musik berlin / field notes (New Music Initiative), the marketing training offers six workshops that build upon each other and support the concept as well as individual advisement sessions for artists and culture makers as well as musicians and composers within the independent performing arts and music communities who are searching for new forms of self-determined marketing.

The marketing training includes:

  • Active participation in five training areas on relevant topics concerning individual marketing for art and culture makers
  • Individual advisement sessions and coaching with specifically selected points of focus by experienced and specialized experts
  • Targeted support with the conceptualization and implementation of a communication idea through input from and exchange with experts from various areas
  • Public presentation of the results


Interested artists as well as ensembles, collectives and teams are asked to write a statement of motivation addressing their marketing and communication needs. The six teams and/or will be selected and qualified for the market training in support of the concepts.

The application deadline is September 20, 2019.
Please submit applications via email to: beratung(at)


WORKSHOP 1: The Strategic Establishment of a Convincing Marketing Concept
A workshop with Kerstin Wiehe
Time: October 11, 2019, 10:00 am -2:00 pm
Location: inm – initiative neue musik berlin, Littenstraße 10, 10179 Berlin

You're doing good work, but how does the world find out about it?
Art needs audience members. In order for audience members to learn about your art and the message to say something about your art, the communication steps should be well thought out.
What marketing concepts exist? What tools and concepts exist? This workshop provides insight into actions, schedules and bugets.

WORKSHOP 2: Your Art Has A Message
A workshop with Niklas Allgaier
Time:  October 18, 2019, 3:00 pm - 7:00 pm
Location: inm – initiative neue musik berlin, Littenstraße 10, 10179 Berlin

Art requires a strong communication strategy in order to allow it to become visible and receive support: find the essence of your artistic work and develop specific messages for your projects.
In this workshop, we will jointly develop core messages and persuasive narratives that you can use to excite people about your artistic work. The goal of this 4-hour workshop: reflecting upon and determining your own narrative and the formulation of a central, individual text for applications, advertising or marketing purposes.

WORKSHOP 3: Social Media
A workshop with Marc Lippuner
Time: October 28, 2019, 10:00 am - 2:00 pm
Location: inm – initiative neue musik berlin, Littenstraße 10, 10179 Berlin

This workshop offers a basic introduction to the opportunities and limits in working with the social networks. This workshop places its focus on the three large-scale social media services Facebook, Instagram and Twitter.
How does one work strategically online in the field of the performing arts? What stories can be told using what media and where can these stories best be told? How do newsfeeds, algorithms and insights work? What does one have to bear in mind with performance marketing? How does one adapt the mechanisms of the digital communication platforms in order to reach one's target group? What resources are needed in order to do so? Practice exercises using the current projects of the participants and personal advisement sessions will round out the workshop.

WORKSHOP 4: Press and PR
A workshop with Talea Schuré
Time: November 18, 2019, 10:00 am - 2:00 pm
Location: inm – initiative neue musik berlin, Littenstraße 10, 10179 Berlin

What information is important for effective PR work and how do I describe my project effectively? What is the schedule and what must be looked out for, for example, with print products such as flyers & posters? Together, we will pursue these questions both generally and specifically in terms of your individual projects. Problems will be discussed, questions will be answered and interesting insights into PR work will be obtained.

The results achieved by the participants within the four workshops and the individual consultations will be presented in a public exchange at the beginning of December.
The time and place of this event will be announced in a timely manner.

If you have any questions, please contact:

Sabrina Apitz