A Strategic Platform for DR Koncerthuset

The Challenge

DR Koncerthuset occupies a unique position in Danish culture. As home to DR's world-class ensembles, a landmark venue for live music and a key part of DR's public service mission, the organisation plays an important role in bringing music to audiences across Denmark.

However, the organisation faced a strategic challenge.

While awareness and reputation were exceptionally strong, research revealed that many Danes primarily associated DR Koncerthuset with classical music and an older audience.

At the same time, audience expectations were evolving, competition for attention was increasing, and there was a growing need to strengthen relevance among younger audiences while maintaining the institution's reputation for quality and excellence.

DR Koncerthuset therefore sought a clear strategic platform that could align the organisation around a shared direction, strengthen its position in the cultural landscape and guide future decisions across departments, channels and audiences.

Our Approach

CPH Strategy partnered with DR Koncerthuset to develop a comprehensive strategic platform rooted in data, stakeholder perspectives and organisational involvement.

The process combined multiple sources of insight, including:

• Brand Asset Valuator (BAV) analysis

• National survey among 1,100 Danes

• Voxpop interviews

• Internal and external stakeholder interviews

• Leadership workshops

• Employee workshops

• Brand architecture development

• Purpose and strategic platform development
  

Working closely with both management and employees, we identified the organisation's strengths, challenges and future opportunities. This collaborative process ensured that the final strategy was not only externally relevant, but also deeply anchored internally.

The Outcome

The project resulted in a clear strategic platform designed to guide DR Koncerthuset's development from 2024–2027.

At the heart of the strategy was a new shared purpose:

"Together, we make music more alive."

The purpose became a unifying idea for the entire organisation, connecting employees, artists, audiences, partners and the wider Danish public around a common ambition. It provided a foundation for future decision-making while helping DR Koncerthuset evolve from being perceived primarily as a traditional concert venue to a more dynamic, accessible and relevant cultural institution.

Alongside the purpose, the project established a strategic framework built around quality, reach, diversity, partnerships and organisational sustainability, creating a shared direction for the years ahead.