The joint presentation GERMAN HAUS – GERMANY AT SXSW 2026 is a project coordinated by German Music Export by Initiative Musik in collaboration with Startup Germany and numerous other partners from the tech, digital, start-up and music sectors. The GERMAN HAUS is supported by the Federal Ministry for Economic Affairs and Climate Action (BMWE) through its Cultural and Creative Industries Initiative.
The cultural and creative industries are the embodiment of diversity; they encompass a broad spectrum of market segments, including architecture, books, design, film, art, the performing arts, music, press, broadcasting, software/games, and advertising.
The cultural and creative industries are of major significance to Germany’s economy, the continue growing gross value added totalling 125 billion euros in 2023. The sector’s work force is characterized by a large number of self-employed creative entrepreneurs, with roughly 238.000 freelancers and commercial companies providing around 2.0 million jobs. The cultural and creative industries are also drivers of innovation for many other industries such as manufacturing and particularly for small and medium-sized companies.
One of the Initiative for the Cultural and Creative Industry’s central goals is to raise public awareness for the importance of the sector and to improve the future prospects of the cultural and creative industries by strengthening their competitive ability and tapping into their full potential for creating jobs.
FEDERAL MINISTRY FOR ECONOMIC AFFAIRS AND ENERGY
DIVISION CULTURE AND CREATIVE INDUSTRIES
Scharnhorststrasse 34–37, 10115 Berlin
P +49 30 186 15 67 74
buero-via5@bmwe.bund.de
www.kultur-kreativ-wirtschaft.de
Initiative Musik is the central funding institution and music export office for the German music industry. Its programmes, projects and awards focus on supporting emerging artists, musicians, live music clubs and music businesses, as well as developing sustainable infrastructures for rock, pop and jazz.
As a division of Initiative Musik, GERMAN MUSIC EXPORT aims to strengthen the presence of German music abroad. Through various international activities — such as collaborations with international showcase festivals, active membership in networks like EMEE and the European Talent Exchange and its own funding programs — GERMAN MUSIC EXPORT provides musicians and music professionals in Germany with opportunities to increase their visibility abroad and expand their international networks.
The main funding partner is the Federal Government Commissioner for Culture and the Media (BKM), which thus makes an essential contribution to supporting the music industry in Germany. The Initiative Musik office is supported by GVL, GEMA and Deutscher Musikrat. Additional funding is provided, among others, by the Federal Ministry for Economic Affairs and Energy (BMWE).
Initiative Musik
Friedrichstraße 122, 10117 Berlin
export@initiative-musik.de
www.initiative-musik.de
KATJA LUCKER, Managing Director Initiative Musik
NEUS LÓPEZ, Head of German Music Export
neus.lopez@initiative-musik.de
NATASCHA BADER, Project Management German Music Export
natascha.bader@initiative-musik.de
ANNA SOPHIE ROSENHAYN, Project Management Communications German Music Export
anna.rosenhayn@initiative-musik.de
DAISY SCHÜBEL, Project- and Team Assistant German Music Export
daisy.schuebel@initiative-musik.de
The de:hub initiative from the German government connects companies, startups, and research institutions at 25 hubs – from FinTech to GreenTech. It promotes collaboration, accelerates digital transformation, and brings innovations to market faster.
Digital Hub Initiative
Lützowstraße 106, 10785 Berlin
https://www.de-hub.de/en/
BIRGIT HORACK, BMWE, Referat VIA4, Start-ups, Digitale Vernetzung, Digital Hub Initiative
CLAUDIA BEHRENDT, Hub Agency Lead
claudia.behrendt@rckt.com
DANIEL KRIEBEL, Lead Ecosystem
daniel.kriebel@rckt.com
THERESA EBELING, Content Lead
theresa.ebeling@rckt.com
Berlin Partner works on economic growth, promotes business, technology and innovation, and presents the advantages of the capital to companies, investors and talents.
Berlin Partner für Wirtschaft und Technologie GmbH
Fasanenstraße 85, 10623 Berlin
https://www.berlin-partner.de/
CARL-PHILIPP WACKERNAGEL, Head of Marketing
carl-philipp.wackernagel@berlin-partner.de
Where innovation meets tradition: Munich mixes cutting-edge tech, world-class research, and a vibrant creative scene with Bavarian culture and a unique quality of life. A global hub where people collaborate across disciplines to shape what’s next.
City of Munich
Herzog-Wilhelm-Str. 15, 80331 München
https://www.munich-business.eu/en/
KATJA SCHLAUG, Marketing & International Business Relations
katja.schlaug@muenchen.de
Munich Startup is the official startup portal for Munich and the surrounding region. The portal has established itself as the first virtual contact point for technology-oriented, innovative startups in Munich and the surrounding area.
Munich Startup
Gollierstr. 70, Eingang D, 80339 München
https://en.munich-startup.de/
CHRISTIAN SOMMER, Project Management
c.sommer@munich-startup.de
The Munich Urban Colab is a unique innovation platform – established companies, start-ups, scientist, creatives and citizens work together with the city administration on solutions for urban challenges.
Munich Urban Colab
Freddie-Mercury-Straße 5, 80797 München
https://www.munich-urban-colab.de/en
JULIA CHRISTIANSEN, Director City Collaboration
julia.christiansen@muenchen.de
Kulturbetriebe has bundled the city’s cultural/educational offerings More than 500 employees attach great importance to a balanced relationship between top-class and broad-based culture, established cultural institutions and independent cultural work. Since 2021, Chris Stemann serves the Municipality of Dortmund as a Special Envoy for International Projects and as the City’s Night Mayor. He has been working as an international DJ (‘firestarter’) and event organizer for over 30years.
Kulturbetriebe der Stadt Dortmund
Südwall 2-4, 44122 Dortmund
https://www.dortmund.de/
CHRIS STEMANN, Special Envoy for International Projects // Night Mayor
nightmayor@stadtdo.de
Bavaria is a powerhouse of Europe’s media industry. With XPLR: MEDIA in Bavaria, discover the local ecosystem, explore emerging trends, and meet the innovators redefining the media of tomorrow.
XPLR: MEDIA in Bavaria
Balanstraße 73/Haus 11, 81541 München
https://www.xplr-media.com/en/
NINA LABAUTE, Teamlead
nina.labaute@xplr-media.de
The German Consulate General in Houston includes the states of Texas, Arkansas, Louisiana, New Mexiko and Oklahoma in its jurisdiction and represents Germany, German trade and industries, and German citizens living in those states. The Consulate General strives to strengthen and expand the multifold economic, political, and cultural relations between Germany and the United States.
The German Consulate General in Houston
1330 Post Oak Blvd., Ste. 1850, Houston TX 77056
https://www.germany.info/us-en/embassy-consulates/gkhoustonen
KAI HENNIG, Consul General
info@houston.diplo.de
MARKUS HATZELMANN, Deputy Consul General
German Accelerator helps high-potential German startups scale into leading innovation hubs across the globe. German Accelerator is proudly financed by the German Federal Ministry for Economic Affairs and Energy (BMWE).
CHRISTIAN JORG, COO, The Americas
christian.jorg@start2.group
The EU returns to SXSW 2026! Join us on March 13 to explore the European approach to tech, innovation and culture. Attend our panel on AI, chatbots and the Workplace, an interactive fireside chat on the Digital Services Act, plus networking and music.
AGNES NYIKON, Event Manager
nyikon@cloud.ibfconnect.eu
The DWIH New York fosters transatlantic exchange at the intersection of academia, entrepreneurship, and policymaking.
CHRISTIAN STROWA, Director of the DWIH New York
strowa@daad.de
The Nighttime Foundation is a global nonprofit dedicated to strengthening nightlife as a vital cultural and economic system. Through research, education, and collaboration, it works to ensure nightlife is recognized as essential urban infrastructure.
LUTZ LEICHSENRING, Member of the Supervisory Board
lutz@vibe-lab.org
Every year since 2004, the c/o pop Festival has transformed Cologne into an urban pop culture mecca. With hundreds of program items – from concerts in unusual locations to surprising experience formats – Cologne-Ehrenfeld.
ELKE KUHLEN, Festival Director
elke.kuhlen@c-o-pop.de
Music is our passion – Mediahouse Berlin GmbH brings together the leading music and culture media brands
ROLLING STONE, MUSIKEXPRESS, and METAL HAMMER under one roof.
EDITION F is an influential German online magazine that has established itself as a central voice for equality in politics, economy, and society.
SpreadShirt is a global provider of customized fashion and lifestyle products. Offering consumers, companies, and content creators digital services for the individualization of fashion and lifestyle products.