Lateral Entry Programme

Lateral Entry Programme

3.500 EUR per edition
3 months
Marie Maring

Curriculum development

From the start, we knew that structure and relevance would be key. Thus, we brought in a professional workshop facilitator to co-design the curriculum. Together, we moved away from lecture-style delivery and created more interactive formats: self-directed tasks, small group work, and real-world exposure through three company visits. Participants were not just told how the industry works - they experienced it. An internally developed workshop agenda helped us structure the programme.

To give participants an overview of various job profiles and qualification requirements in the music industry, we produced a series of 360° videos presenting selected jobs. These videos offered career changers an authentic insight into the industry and highlighted entry opportunities, roles, and tasks in various areas of Hamburg's music industry. The videos, which are also available for VR viewing, were integrated into the curriculum and enabled interactive and immersive discovery of the industry.

📌 Additional content: Template for workshop agenda (You can find a reusable template for your own agenda planning is here)

📌 Additional content: VR-Videos

Video 1: Music Publishing https://www.youtube.com/watch?v=TVQJNfMxMHc

Video 2: Record Label https://www.youtube.com/watch?v=jC-Ju5iV49Q

Video 3: Audio Technology https://www.youtube.com/watch?v=sIISG_gFOl8

Video 4: Production manager https://www.youtube.com/watch?v=Bhokpa9R5fE

Video 5: Sound & Audio design https://www.youtube.com/watch?v=7YxsDBWjwRE

Video 6: Event technician https://www.youtube.com/watch?v=Z1MDF1d4ENs

Identifying the target group and understanding skill gaps

To address the growing shortage of skilled professionals in the music industry, we have launched a pilot programme aimed at lateral entrants - people with experience in other sectors, such as hospitality or IT, who bring valuable skills but lack specific knowledge about how the music ecosystem works.

In preparation for the programme, we held conversations with local music companies to better understand which skills they value in their current teams and what they look for when hiring new staff. This allowed us to identify key competencies relevant for career changers - such as communication skills, adaptability, and basic knowledge of how the industry is structured. We deliberately asked applicants about their professional background and motivation to join the programme. This helped us select a committed and diverse group of participants, spanning different ages, educational paths, professional fields, and current roles – all aligned with the goals of the training.

📌 Additional content: Template application form (You can find our application form here)

Stakeholder engagement and outreach

While we saw strong interest from applicants, the response from companies was more mixed: while many were curious, only a few had the time and current job openings to participate actively. We invested a lot of time in outreach — via emails, newsletter, and social media - but learned that personal conversations were still the most effective way to get companies involved.

What also became clear was that there can be a gap between what career changers want (guidance on applications and entry points) and what companies are looking for (highly experienced talent). We learned to manage expectations on both sides and to create value by fostering understanding, not just job matches.

Evaluation, outcomes and long-term value

Our final networking event at Mojo Jazz Café showed how powerful low-threshold formats can be: one job was directly initiated there, and many more connections were made, with over 20 participants joining alongside our career changers. At the same time, we noticed how important it is to highlight the diversity of roles in the music sector — many still associate it only with performance or production, not with promotion, administration, or licensing.

📌 Additional content: Template evaluation survey (You can find a template for evaluating individual programme days here)

In short: If you want to build a training programme that works, invest in structure, create real experiences, and do not underestimate the power of informal spaces and strong personal networks.

📌 If you want to know, how to set up a training programme in general, click here.

One of the most important steps during the piloting phase was the involvement of a professional workshop facilitator to design the programme structure. This led to a complete revision of the agenda: we moved away from lecture-based teaching towards interactive formats, self-guided tasks, and hands-on experiences. A key innovation was the integration of three company visits, giving participants direct insights into real working environments. Participants described the agenda as highly informative and reported that they gained new knowledge and a better understanding of the music industry. The final networking event had tangible results: at least one job placement was initiated between two individuals who met that evening. The pilot not only created a valuable learning experience but also strengthened local connections between job seekers and music companies - helping to close the gap between talent and industry needs.

Lateral Entry Programme

Marie Maring