Jul22493 17. The relationship between the older generation and the music of their senior years has long been a contentious one – from many parents rejecting rock and roll in the ‘50s to the general disdain for whatever the flavour of the month is in the pop scene even through to the present. Attempting to buck this trend is Nils Hemme Hemmen, an aged musician specialising in bringing new music to this demographic. However, this is just the beginning of what NHH MUSIK, his namesake brand, offers, and we had the pleasure of speaking with Nils himself for more on his work. Under his alias, ‘Silberfuxxx’, singer, songwriter, and keyboardist Nils Hemme Hemmen is active in two bands, ‘KO rocks’ and ‘THE little HAMMER ORCHESTRA’, both of which fill halls and clubs with their unique takes on lyric-focused pop-rock songs. As mentioned above, appealing to mature audiences is Nils’ main aim, with this musician guided by the belief that people do not simply gravitate to the music of their youth (as is commonly thought), just that they seek out music that is relevant to their life. By focusing on music consumers beyond midlife, Nils has more than found his niche in the music environment. Be it performing with his bands in retirement and nursing homes across the region or creating music for ad campaigns that appeal to older people, his dedication to this group is unwavering. Describing himself as an ‘old fox’ who addresses the topics that go hand in hand with ageing across his musical creations, Nils is tapping into an ageing society by delivering new listening experiences across a multitude of channels. For instance, NHH MUSIK primarily sees Nils focus on older, consumer-oriented target groups through the provision of bespoke sound design services across a number of advertising materials and music/audiobook production. Just some examples of his work in this space include an acclaimed radio campaign for ARD Media and a viral campaign for the German Tenants’ Association, not to mention radio infomercials for the likes of Reader’s Digest and other such brands operating in German-speaking countries. “Our clients primarily come from the advertising and entertainment industries as well as from the publishing industry.” Outside of this sphere, Nils has undertaken other projects relating to the aged Most Innovative Music Brand 2025 experience, including writing and recording ‘Challenge Accepted’, a song made for the cross-media announcement of a book of the same name, which covers the day-today life of someone with dementia and the impact this has on both their daily life and the relationship they have with their partner. Nils did not have to look far for a co-collaborator for the song, selecting Armin ‘Luser’ Martis, the guitar player and co-vocalist of his band KO rocks. The song came about as a result of Nils’ idea to play his exclusive brand of pop-rock for people living in retirement and nursing homes across the country, an initiative which caught the attention of Peter Wißmann, an author planning to write a book on the topic of dementia as part of his advocacy work for older people and those with cognitive impairments, whereby he campaigns for them to have an independent, participatory social lives. Nils and his bandmate were happy to oblige the request for a song, drawing off their 40-year relationship as the principal members of KO rocks to come up with something special. Interestingly, it was not long after the project that the development and production of audiobooks made its way into NHH MUSIK’s portfolio, demonstrating the synergy these two areas have. Aside from its work in this and the areas of advertising discussed above, the future for NHH MUSIK is all about continuing to create new songs for mature people, driven by the motto that good songs are not a question of age, just a question of feel. Many of these songs will find their way into the live sets he delivers across Germany. Recognised as the Most Innovative Music Brand 2025, NHH MUSIK offers a wide range of services all channelled into one unique and transformative aim: helping the older generation connect with new music. This can be supported by following the link below to Nils’ website, where his songs – including ‘Challenge Accepted’ – can be downloaded. Contact: Nils Hemme Hemmen Company: NHH MUSIK Web Address: https://www.nhh-musik.de/
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