At Amazon Music, this year's RBF is all about Breakthrough, the global initiative to support talented artists on the verge of a breakthrough. In September, the colorful Breakthrough mural featuring artists LUNA and Nina Chuba will be located at Reeperbahn 15 near the Bahnhof Pauli venue, and will also come to life at night via a light installation. Breakthrough artists Nina Chuba and Power Plush are also part of the great lineup of the “Amazon Music Presents” Showcase, which is open to all delegates and festival visitors at Bahnhof Pauli on September 23 from 6:40pm. Other acts of the evening are COSBY, Donkey Kid, LAYLA as well as headliner Alice Merton.

On September 22, Amazon Music Germany CEO Ulrich Järkel and Roger Menz, Head of Artist Marketing & Partnerships Europe & ANZ will give an overview of Amazon Music's strategy for all conference attendees with a talk titled "Amazon Music – More Than Just Music" at the East Hotel from 11am - 12pm. On September 23, Jillian Gerngross, Director Amazon Music Europe & ANZ will participate in the English-language panel "New Artists: The Future Of Our Future" with host and music journalist Joe Sparrow (Music Ally) from 2:00 - 2:45 pm at the East Hotel. Also on Friday, the panel "All Hands on Deck - Promoting Young Talent on and Off Stage" with moderator Steven Gätjen, initiators Illy Korda and Salome Agyekum, Dorian Steinhoff from #handforahand, Cäthe Sieland (artist and author) and Fabian Schmied, Label Relations, Amazon Music Germany will take place at Bahnhof Pauli from 15:30 - 16:30.