Fostering Independent Artist Exchange Through City-to-City Connection

How do you build meaningful international opportunities for artists without relying on centralized programming? Through empowered partnerships. That’s exactly what happened between Musicboard Berlin and Promus Aarhus - two members of the Music Cities Network (MCN) - who initiated an independent artist exchange between their respective festivals: Pop-Kultur Berlin and SPOT Festival.

This two-way collaboration demonstrates how MCN doesn’t just facilitate conversations - it creates the framework for cities to act independently, sustainably, and with impact. While MCN was not operationally involved in the exchange, the connection was made possible through its network, proving that decentralised collaboration can lead to real-world results.

“The idea actually came after two attempts to organize a full MCN showcase at SPOT didn’t work out due to budget constraints,” explains Maureen from Musicboard Berlin. “But instead of letting the opportunity go, we decided to do a one-on-one exchange anyway, and it worked beautifully.”

A Straightforward Setup With Real Impact

In its first year, only one  Berlin-based artist traveled to SPOT. By year two, the exchange went both ways, with Danish band Døtre performing at Pop-Kultur Berlin, and a Berlin act, Matching Outfits, selected to travel to Aarhus. Musicboard Berlin enriched this exchange by offering their selected artists individualized coaching with a local market expert before and after the performance in Aarhus. “Through coaching, we were able to increase the actual value of the exchange. This year, the artist made more contacts, got media coverage, and really maximized their presence,” Maureen notes.

Independent Cities, Connected Through MCN

The Pop-Kultur x SPOT connection was born through MCN’s network - proof that what starts with a conversation can grow into independently executed exchanges, where MCN’s structure and continuous member conversations function as a catalyst.

“It’s a pretty simple, straightforward cooperation - and it works,” says Maureen. “The effort-to-impact ratio is good, and the artists benefit from it.”

From the Danish side, Døtre’s manager Thomas Lassen shared that while the production and stage experience were smooth, the business side could be strengthened.

“The performance went well, the production was great, and the crowd was enthusiastic. But since Døtre wasn’t listed in the Pop-Kultur program or app until a few days before the festival, it was hard to generate business interest or arrange meetings beforehand,” he explains.

One takeaway was clear: a person on the ground makes a difference.

“In Berlin, we mostly coordinated directly with production, which was smooth thanks to the stage manager, who was helpful despite her limited time. But having someone specifically assigned to guide us through the local industry landscape - like a host or connector - could have really elevated the experience,” Thomas reflected. “In Aarhus, the Berlin act was supported by someone on the ground -  a kind of mentor who helped them navigate the local scene. That’s a great model to aim for on both sides.".

Despite some challenges - like missing program visibility and limited advance networking opportunities - the experience still added value.

“It was a good showcase for a young band. We learned a lot. Even without immediate industry outcomes, it’s something we can build on, and it helps us prepare for future showcases like Reeperbahn or Eurosonic,” says Thomas.

The Future of Cross-City Showcases

While Musicboard Berlin has refined its side of the exchange, and Døtre’s participation laid the groundwork for future opportunities, this case also highlighted areas to evolve:

• Aligning exchange performance dates with relevant industry events, workshops, and other MCN activities

• Ensuring local visibility by including artists in all festival programs from the outset

• Appointing an on-site “host” or mentor in each city to support navigation, connections, and visibility

“Even a simple contact person who knows the local scene and can say, ‘Hey, make sure to meet this agent or go to this networking event,’ can change everything,” Thomas notes.

What This Tells Us

In a time where artists are hungry for international opportunities but resources remain tight, this case shows that you don’t need big budgets to make cross-border collaborations work.

What you do need is trust, structure, and shared goals and a person on ground who takes the responsibility to make the best of the experience for the guests - something MCN continues to build among its members.

Cities don’t need permission to collaborate. They just need connection.

And that’s what Music Cities Network is here to offer.

What’s next? Aarhus keeps the momentum going. With Døtre set to showcase in Valencia this November, Aarhus continues to embrace international collaboration - not as a one-off opportunity, but as an ongoing strategy. New artist exchanges are already on the horizon through MCN’s network, including with Vill Vill Vest in Norway and Fira Trovam in Spain. While future line-ups are still unfolding, one thing is clear: Aarhus is building a lasting model for mobility and cultural connection. These growing opportunities reflect the strength of MCN’s structure: it connects cities so they can act independently - and exchange globally.