It has been said that writing about music is like dancing about architecture. However, the dance has lost some of its joy: a decline in readership and advertising, fewer print spaces, reduced airtime on radio, and potential devaluation amidst digital am- amateur competition – there are numerous reasons to lament the challenges facing music journalism over the years. And haven’t we all lamented enough?

In this workshop, our aim is not to echo the same grievances but rather to cultivate a positive perspective on the future of ‚talking about music‘. Dividing into small groups, we will draw from three workshop methodologies – liberating structures, lean business canvas, and appreciative inquiry – to generate fresh ideas for the future of music journalism. Initially, we will outline what future journalism should decidedly not resemble. Subsequently, we will sketch potential business models and formats of journalism. Finally, we will discuss actionable steps starting from tomorrow to manifest this vision into reality. While we may not revolutionize the journalism landscape in one session, we can certainly spark innovative ideas and incremental progress for ourselves.