I was very pleased to see Walter Gröbchen, guest lecturer at JAM MUSIC LAB Private University, contribute his experience and industry insight to Red Bull Stage – Take Off 2026. The programme created a valuable opportunity for three emerging Austrian acts — Pure Chlorine, COUSINS, and PURPLE — who were announced as the winners on May 28, 2026 and who each earned the chance to open one festival day on the Red Bull Stage at Nova Rock 2026.
What I found especially encouraging was the way this format connected music education, artist development, and the real world of the music industry. Taking place at Vienna Funkhaus, the programme created a professional environment in which young bands were able to sharpen their artistic profile, present their musical identity, and gain momentum for the next stage of their development.
Walter Gröbchen brought exactly the kind of perspective that mattered in such a setting. With his background as a music journalist, A&R manager at BMG, Warner Music, and Universal Music, and as co-founder of Monkey Music, he brought a rare combination of experience, instinct, and long-term understanding of artistic growth. For young acts on their way toward larger stages, that kind of guidance was genuinely valuable.
For me, this was also a clear example of what JAM MUSIC LAB stands for. Music education should not happen in isolation. It should remain closely connected to the realities of the live music scene, the music business, and the professional development of young artists. When emerging bands moved from a programme like this toward a stage as visible as Nova Rock, it showed what can happen when talent, preparation, and the right support come together.
Photos: Philipp Carl Riedl