• Potential for industry impact

Popakademie Baden-Württemberg is Germany’s only university for popular music and music business. With a good amount of self-irony we wanted to make young Germans aware of this unique education opportunity – not only the hardcore music nerds, but everyone with an interest in pop music. Therefore we decided to let them experience a more analytic view on this music in a humorous and entertaining way. And to address really everyone we chose the most important music medium: radio.

In these radio ads we exemplary analyzed different pop music genres by composing new songs, which highlight particular mechanisms of each genre. All songs were composed and performed by professional musicians exclusively for this campaign.

Our radio ads let young Germans experience an analytic view on modern pop music beyond pure consumption. Spread by the music community itself these people became aware of Popakademie Baden-Württemberg and its educational program.