At the c/o pop headquarters in Cologne-Ehrenfeld, the Landesmusikrat NRW and the c/o pop festival launched the ‘Forever Fresh’ project today, an experiment that’s already making waves across Europe. Eleven women over 70, guided by instructors Anna Cainelli and Sedaction – both established DJs – are learning to master turntables, mix tracks, manage technical equipment, and even build a social media identity. The minimum age to participate? 70 years, with the oldest member of the group, who is at the forefront today, being 89 years old.
Elke Kuhlen, program manager of c/o pop, and Robert v. Zahn from the Landesmusikrat welcomed participants with a clear message: “Pop music is for all ages, even at 90.” Enthusiasm exploded right from the selection process: in December 2024, after the initiative was publicized by media outlets like WDR, applications exceeded all expectations, forcing organizers to promise a repeat of the project.
The brave participants who will take the stage will perform during the c/o pop festival in April, in a performance that will mix genres, styles, and decades of music history. The workshops, funded by the Ministry of Culture and Science of North Rhine-Westphalia, are free and aim to transform participants into true senior influencers: beyond technique, the lessons include styling, performance, and digital strategies.
“No one expected such an overwhelming response,” admits Pia Leonhardt, project manager, inviting people to contact her for information via email (pia.leonhardt@c-o-pop.de) or phone (0221 998 91100). Meanwhile, Saskia Trautwein from SALT PR handles press inquiries, while Eva Luise Roth coordinates for the Landesmusikrat.
A social experiment as well as a musical one, it overturns the concept of “old age”: here, the limits of art are redefined, proving that dreams never age.
