Reeperbahn is rethinking what a forward-thinking music festival can be

A celebration of exceptional new music from across the world, the Hamburg-based event remains a prestige tier showcase and global industry connector that’s continued to look outward against a sea of existential threats, and always come back swinging every September. It sits alongside Eurosonic Noorderslag in Groningen and The Great Escape Festival in Brighton as one of the the high priority places for up-and-coming bands and artists to be seen by people who can help them level up.

Reeperbahn was one of the few annual music festivals to weather the pandemic – delivering hybrid events and trialling reduced capacity showcases in both 2020 and 2021. It’s also one of a small number of festivals who return annually to SXSW, the spiritual home of music showcases, to both preview and outreach.

The festival’s showcase and networking activities at SXSW in Austin offers a taste of what music fans and industry professionals can expect if they head to Hamburg later in the year. It’s like a mini, one-night-only version of Reeperbahn, complete with free hamburgers and an impeccably curated line-up.

Last month, more than 150 people hit beloved Austin dive-bar venue Shangri-La for the German festival's annual reception and showcase. Many of those attending were from labels, artist management, tech, distribution or publicity, with a growing number of publishing, sync and live professionals too. “Our long-standing collaborations with A2IM, AIM, CIMA, Keychange, and UK Sounds, and the PRS Foundation were instrumental in shaping these opportunities,” explains Yannick Koch, Reeperbahn's Project Manager. “Personally, what stood out was the sense of urgency and purpose—it wasn’t just about exchanging business cards but about forming real, impactful partnerships. The diversity of participants—both in terms of geography and expertise—made this an incredibly valuable experience for everyone involved.”

This year’s networking events and 1:1 meetings at SXSW exceeded Koch’s expectations, both in terms of participation and impact. “It highlights the growing demand for curated international connections,” he adds.

SXSW was actually the inspiration for Reeperbahn, as founder Alexander Schulz told Best Fit in an interview last year. Visiting the Austin showcase event 25 years ago, Schulz returned to Germany with an idea that finally came to fruition in 2006 and really found its feet two years later. Hamburg's own music credentials were already well established before the festival took shape: Brahms was born here and the city was pivotal to shaping music as we know it by incubating The Beatles through the 250-plus nights they played there between 1960 and 1962. The Star Club - where the Fab Four played three residencies in 62 - also saw the likes of Hendrix, Little Richard and Black Sabbath; somewhat poetically, it closed on the last day of the sixties and the building it occupied, on a side street of the Reeperbahn, was destroyed by a fire in 1987.

Transforming a music festival into a global industry hub and leading showcase is a tried and tested model - but one that's hard to get right. Geography and timing are just one factor but the market at both continental and international level is already crowded. Reepbahn’s curation sees them line-up a few hundred bands for its main event – from several thousand applications – and its SXSW showcase teases what people can expect if they head to Hamburg in September. Among the highlights this year was Stones Throw-signed Sofie Royer, riding high on the acclaim of last year’s Young Girl Forever record. “We always strive to highlight both emerging talent and artists pushing creative boundaries,” explains Koch, “and she was someone that caught our eye right away with her extraordinary musical talent and variety reflected in her songwriting and producing."

The festival’s drive to reflect diversity, innovation, and artistic excellence was matched by the evening’s headliner – York-born singer and songwriter Beth McCarthy. “She won over our hearts at the 2024 edition of Reeperbahn Festival, where she was nominated for the Anchor Award,” Koch explains. “It was a very easy choice to take her to SXSW with us to promote this incredible music even more.”

The Anchor award is Reeperbahn’s own distinct accolade, given out annually since 2016. A bunch of rising artists set to play the festival are selected each year and a hand-picked jury will follow their appearance at the festival, choosing a winner who is then named at a special award show on closing night; Yard Act, Cassia and Ichiko Aoba have all take the top honour over the last few years.

Reeperbahn continues to learn from SXSW’s commitment to innovation and industry discourse. “One of the most striking aspects is how interdisciplinary the event has become,” Koch explains. “The way it integrates film, interactive media, and music into a cohesive festival ecosystem is something we find particularly inspiring."

The Texas event’s approach to AI in music, immersive live experiences, and the fostering of interdisciplinary collaboration is also something the German festival is paying particular attention to, Koch says: “These elements challenge us to think about how we can enhance our own festival’s impact and adaptability.”

Next year, SXSW will evolve further, with a seven-day format putting music alongside screen and technology strands, and the closure of its central base at the Austin Convention Center – which is being demolished and rebuilt. “ It will be fascinating to see how these shifts influence the experience for artists, delegates, and audiences alike,” Koch adds.

This year’s Reeperbahn Festival – which runs in late September – places a strong emphasis on international collaboration, under the banner of ‘imagine togetherness’. It’s a vision that feels more vital than ever at a time when global fractures – as well as AI – threaten the very fabric of artistic expression. “Global cooperation is no longer an unquestioned priority in the political landscape,” says Koch. “We see it as more important than ever to foster dialogue and exchange across borders. Music has always had the power to connect people, and we want to actively contribute to maintaining and strengthening these connections.”

Alongside international partnerships, the 2025 edition of Reeperbahn is also putting innovation front and centre to its programming inclusivity, with a mission to make sure live music remains a sustainable and accessible space for both artists and audiences. “The goal is to not only respond to industry challenges but to set new standards for what a forward-thinking music festival can be,” Koch says.