We believe it’s absolutely crucial to experiment, to include the target group and focus on process in order to lift the field of Youths content creation as a whole. That’s the larger perspective, which we are putting on top of the agenda.
Youths are much faster to adopt new communication platforms, genres, narrative styles and possibilities than the industry, and they represent of course our target group. It seems not only logic to bring in the youths as sparring partners at an early stage of the creative process, more and more, we are convinced, that it will be necessary in many ways.
The point is to make producers and creators not only more professional in dealing with their target group but also to become much more aware of what it actually requires, to be able to catch the attention of Young Audiences. Which also underpin our outmost principle: to take Youths with their needs, interests, problems and ideas serious.
It started with REALYOUNG© in 2015, the m:brane initiative for producers to develop documentaries for and with young audiences. We have developed REALYOUNG© to meet the needs of younger audiences today. We want to offer them access to edgy, daring, stimulating and thought-provoking reflections on real life.
Before each workshop we dress the Youth Experts exactly as the Professional Experts to become familiar with each project and it’ s creators and background and context.
During the pre-pitch workshop project holders get direct feedback from the Youth Experts after the presentations, providing them with insightful and captivating opinions.
And from 2024 it’s an invaluable part of also each pitching teams feedback panel. This means, that ALL selected producers will benefit from an interaction with Youth Experts.
Our Youth Experts 2025