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SMA Kids by Generali

By children for children.

The music promotion programme “SMA Kids by Generali”, launched in 2020 by Generali Switzerland and the Swiss Music Awards (SMA), gives children between the ages of 6 and 12 easy access to music. The programme offers Swiss youngsters a free platform on which to experience music in all its forms.


Nationwide music workshops in alternating cities are a core element of the programme and provide an opportunity for the children to express themselves through music. With a focus on fun, they learn the fundamentals of music and making music. They get to sing, write songs, and try out different instruments.


The children are also supported in the workshops by a different musical mentor each year. They study a song that the artist has written and produced especially for the music promotion programme. Together with their mentor, the children sing the main passages of the song, and these are then incorporated into the final piece.


The song is released in autumn every year. All proceeds go to our foundation “The Human Safety Net Switzerland” and are invested in projects promoting early education.


This is a way for kids to help other kids through their music, in line with the motto: By children for children.


Click here to listen to our song “Narbe” (Scar), which the children have made for the programme together with their musical mentor Bligg.



The workshops

In the first part of our workshops, the children are introduced to a wide range of instruments in a fun way. The aim is to find instruments that match their personalities. They get their first feelings of accomplishment under professional guidance. The focus is not on reading notes. Instead, the aim is to engage in direct, haptic and sensual contact with sound, rhythm and melodies. We want the children’s curiosity and playfulness to bring them closer to music with our guidance.


The afternoons are all about making music together. The children practise the new “SMA Kids by Generali” song with the guest artist. It is then released in autumn on all popular platforms and here on our website.


All children between the ages of 6 and 12 can participate with their parents’ consent. The number of participants is limited to 30 children per workshop, with a maximum of two children from the same household.


Further information, along with some snapshots from the music promotion programme in 2020, can be found here.




Gustav Akademie

The Gustav Akademie is a non-profit association and an after-school musical and multilingual project aimed at the promotion of talented young musicians. It was founded by Fribourg musician Gustav. Team members from the Gustav Akademie will be overseeing the educational part of the project.

Swiss Music Awards

The organisers of the Swiss Music Awards are providing us with infrastructure and their network and offering us a major platform on which to continue the project long term.

Human Safety Net Switzerland

The Human Safety Net Switzerland supports socially disadvantaged families in Switzerland with children between the ages of 0 and 6. These formative years are particularly important, as they lay the foundations for the child’s future development. That’s why early education is so crucial – and music plays a big part in it.