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

1. Supporting Creative Industries
Overview of Public Structures and
a Private Example
Creative Metropoles, Warsaw 21-24 October, 2009

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. Introduction
Speakers:
Markus Kuehn (Motor FM, Berlin)
Katrin Tobies (Senate Department for Economics, Technology
and Women's Issues Berlin)

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. 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. 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. 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. 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. 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. Case Study: Target Group
Motor FM
Source: Sinus Sociovision

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. 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. 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. 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. 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. Thank you!

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