The Brand-Journalist Era

Munich was swallowed by a thick fog on the day I headed to Ismaning. Located just outside the city center, this area felt like a quiet, mysterious “media island.” Inside the Media School Bayern, the next generation of storytellers is being forged. It isn’t a typical ivory tower of theory; it is a non-profit powerhouse fueled by corporate investment. German media companies fund this academy not for profit, but to ensure a steady stream of “ready-to-work” talent.

There were no traditional classrooms with desks in rows. Instead, it felt like a modern co-working space. Students were exchanging ideas freely on the couches, looking more like professional coworkers than typical students.

This “coworker” vibe is the heart of the academy’s internship program. Every week, students become one-man production houses. They manage everything: brainstorming, scripting, filming, and editing. Under the guidance of expert tutors, they learn how to lead a project from start to finish in just seven days. It is a high-intensity environment that turns students into ready-to-work professionals.

What fascinated me most was the dissolving boundary between the creator and the subject. We are living in a “New Media” era where the influencer—a hybrid of producer and performer—reigns supreme. Being a creator today means doing it all. While I wondered how the school had adapted to the era of influencers, their focus on self-production provided the answer. By mastering every technical skill, these students are preparing for a future where a journalist must also be a complete, independent brand.

In a world full of digital creators, Media School Bayern reminded me of a simple truth: platforms change, but the power to tell a story remains with the person who can control the whole process. The academy is not just teaching how to use a camera; it is teaching young creators how to take full control of their own stories in the fast-changing media world.