Berlin traveling to partners

We can travel again! In 2020, the Corona crisis plunged the entire German music industry into an existential crisis, and the hoped-for recovery still failed to materialize in 2021. Planned tours/artist presentations have now often been postponed several times, which remains a major challenge for many companies. A networked, smarter positioning of the German music capital in international business is therefore one of the decisive factors for 2023 to revive the industry. With the Music Ambassador Program, we want to place the small and medium-sized companies that are among the competence carriers in Berlin in terms of creativity and artist development and the important group of highly specialized solo self-employed artists who act as development drivers internationally in the relevant target markets with high potential.

A Music Ambassador has the task to represent Berlin as a music location and to present a short report and results of the stay to the BMC after the trip. The program is specifically aimed at projects that generate coordinated knowledge and experience transfer between Berlin and other music locations and promote networking with other music locations. One focus is on network exchange and cooperation between music networks. Preference will be given to joint projects, joint conference projects and delegation trips. Activities for the initiation and preparation of such projects can also be recognized.

Logo music ambassador

Target Group:

The format is aimed at trade visitors to international and national industry events and promotes networking and exchange at expert level. The target group includes Berlin-based players from the entire music value chain.

If you have any questions about the program or our ambassadors, please contact us at musicambassador(at)


Currently you can apply for a delegation trip to ARMC Southafrica.
Details can be found here.

Our regular Ambassador Program 2023 starts in spring!


The following map visualizes where our Music Ambassadors have been to so far:

The Music Ambassador Program is funded by the Berlin Senate Department for Economic Affairs, Energy and Industry.