Networking Events
8000 EUR
1 year
Sophia Zimmermann
Partner Search and Event Format
Plan the series structure, choose engaging formats, and secure partners to share resources and extend reach.
Event Series & Format
We organized four events – in February, March, June, and September (during Reeperbahn Festival). Spacing them out prevented participant fatigue, gave us time to integrate new developments, and reflected the fast-moving AI landscape. Each event followed a similar structure: 20–45 minutes of input (keynote or panel), followed by Q&A, then informal networking with drinks and snacks. This structure proved simple but very effective.
Learning: One-off inputs (e.g. only a keynote) sometimes felt too little for participants. Combining stricter topics (like legal) with more inspiring ones would have made one networking event more attractive. Evening sessions worked well, since participants were free after work and more open to networking.
Partner Cooperation
Each event was run with a partner.
Event 1: Hamburg Kreativ Gesellschaft – they provided the location, catering, staff, and co-financing, while we focused on content.
Event 2 & 3: Next Media & SPACE – free location and visibility via their channels.
Event 4: Reeperbahn Festival – part of the official program, which attracted a larger and more diverse audience.
Learning: Having partners reduced costs, shared the workload, and expanded our reach. But it also required clear coordination – early planning meetings were essential.
Tipp: For cooperation, check whether there are organizations in your city that have already hosted similar events, or approach public institutions where a partnership would make sense – e.g. universities, organizations supporting the creative industries, or startup hubs/spaces interested in the topic. The division of roles can be discussed individually and will vary. Ideally, partners should also be involved on the organizational side.
Needs Assessment & Target Audience
Needs Assessment & Goals
From previous projects, we knew that many music companies struggle with innovation topics — especially when it comes to AI. To make these topics accessible, we planned a series of four AI-focused networking events throughout the year. The goal was not only to inform about best practices and research but also to create a space for exchange, reflection, and connection.
Learning: Having a clear goal for the whole series helps keep focus – but flexibility is needed to adapt to new developments in a fast-moving field like AI.
Target Audience
We invited the entire Hamburg music industry (since this is the membership base of Hamburg Music)– from CEOs to employees – and, through our partner, freelancers.
Learning: A broad audience made the conversations more dynamic. Including freelancers was particularly valuable, as they often face different challenges than established companies.
Content Development & Speaker Selection
Build a relevant content plan, research systematically, and select speakers who bring expertise and diversity.
Content Development
Most participants were new to AI, so we kept the content beginner-friendly and focused on positive use cases and practical applications rather than abstract theory. To identify suitable topics and speakers, we screened other conferences (e.g. Music Tech, c/o pop, Future Music Camp Mannheim), collected ideas, and clustered them into themes. This systematic approach helped align our content with the actual needs of the local industry.
Learning: A clear overview of possible topics early on helps keep the content coherent and relevant. Participants valued the approachable tone and concrete examples.
The four events built on each other and covered different perspectives on AI in music:
“Branchenimpuls: KI und Musik” (Feb 2025) – Introductory insights and current developments.
“KI in der Musikwirtschaft: Tools und Chancen” (Mar 2025) – Useful AI tools for daily work.
“KI in der Musikwirtschaft: EU AI Act” (May 2025) – Legal overview with Marco Erler.
“The Role of AI in Live Music Industry” (Sep 2025) – Keynote by David Stammer on live-music applications.
Speaker Selection & Diversity
Speaker research and content development went hand in hand. Finding good best practice speakers was difficult because few companies in the music sector had substantial AI experience. We relied heavily on our networks, universities, and applied sciences for recommendations. We contacted speakers via cold outreach or personal connections and set up an initial call to discuss their expertise and fees. Gender balance was another challenge: women were well represented in research and legal fields but less so in company best practices. If speakers know it’s a publicly funded project by an association, they are often more flexible in lowering their rates. Scheduling added another layer of complexity – for example, our first event had to be postponed because most speakers were unavailable in December.
Learning: Finding strong speakers takes time and persistence. Diversity should always be a guiding principle, but content quality must remain the priority. Flexibility in timing (including postponements) is sometimes necessary to maintain quality.
Logistics and Setup and additional materials
Choose the right venue, organize catering and drinks, and ensure technical reliability.
Location
We tested both free and paid venues. With free venues (like SPACE), we had to take care of setup, technical checks, and teardown ourselves. With paid venues, logistics were included.
Learning: Both models worked, but each came with trade-offs. Free venues saved money but required more effort. Paid venues reduced stress but required more budget. Testing the location at the actual event time (especially lighting conditions) was crucial.
Catering & Drinks
Small snacks after the input worked best – it encouraged people to stay and talk but didn’t replace dinner. We ordered for about 60-70% of registrations, since no-shows are common at free events and not everyone will have a snack. This percentage always worked well for us. Drinks were usually provided by the venue and billed by consumption, which was easiest. Instagram turned out to be a surprisingly good tool for finding local caterers offering vegetarian and vegan options.
Learning: Catering should be simple and support networking. Too much food or serving it before the program distracted participants. Handling drinks ourselves was too much logistical effort – consumption-based billing was best.
Strong partnerships proved crucial: they reduced costs, provided venues, and broadened outreach. Clear communication and accessible topics helped attract a diverse audience — from CEOs to freelancers. Impact: For many participants, this was the first entry point into AI and innovation. The series helped establish a trusted community, sparked collaborations, and increased the visibility of AI-related opportunities for music companies in Hamburg.
Communication & Evaluation
Create a communication strategy, make registration simple, and use networks to ensure participation.
Communication & Registration
We promoted events through our website, newsletter, social media, and especially partner channels 4-8 weeks in advance. If registrations were low, we sent reminders or included the event in several newsletters to boost sign-ups. Tagging speakers on social media encouraged them to share the event too. Registration was handled via Eventbrite – it was free, easy to use, and gave us good tracking data. We also personally forwarded the link to people we thought might be interested.
Learning: Partner and speaker networks multiplied our reach far more than standalone promotion. Eventbrite proved an efficient tool for free events, saving us time and effort.
Industry Networks
At every event, participants could opt in Eventbrite to receive information about future events. This helped us build continuity and keep the audience engaged across the year. For networking events, 40–50 participants was the perfect size: large enough for diversity, small enough for a personal atmosphere.
Learning: Bigger is not always better. Focused outreach and mid-sized groups create the best conditions for real exchange.
Feedback
Gather participant feedback, measure outcomes, and adapt future events.
Survey
We created a short questionnaire and shared it via QR code during the event and again by email afterwards. This made it quick and easy for participants to respond while the experience was still fresh. Responses gave us a clear view of what worked and which topics participants wanted next – which directly informed the design of later events.
Learning: Keeping feedback simple and immediate increased response rates. More importantly, the feedback wasn’t just evaluation – it gave us concrete ideas for future topics and formats.
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