How does Christmas sound to a new generation?
09. December 2025
In the current winter semester, music business students Dominik Breitinger, Maya Holberg, Vladislav Kiselev and Sina Mücke are working on the musical development of the Weihnachtsmann & Co. KG brand. The project is part of the Popakademie's project workshop—a central component of the Music Business B.A. and Music and Creative Industries M.A. degree programs, in which real-world tasks from the industry are implemented.
The focus is on the question of what Christmas can sound like for a new generation. In the project phase, students develop fresh musical concepts – from new songs to a contemporary audio identity and sound branding to ideas for suitable collaborations with a focus on kids, Gen Z, and millennials. The final designs will be presented at SuperRTL in February 2026 and will then be incorporated into targeted marketing and content measures.The project is jointly led by Marvin Bünning and Florian Federiconi. Bünning completed his M.A. in Music and Creative Industries in 2024 and has been working as a consultant to the editorial board and management at SUPER RTL & MULTICHANNEL since 2025. Federiconi is Director of Marketing & Portfolio in the Audio Label / Orange Red Music division at RTL Consumer Products.David Stammer is supporting the project in an advisory role with AI expertise from SMIX.LAB.