Apathy to art: how Oslo’s ‘Keys to the City’ unlocks artistic potential

The Purpose
Oslo’s cultural institutions offer a wide array of events and experiences to its citizens, but certain audience demographics, particularly those aged 15-25, rarely take advantage of them. The Keys to the City project aims to address this by targeting young people in Oslo and the surrounding region. The project’s purpose is to invite young individuals to develop a deeper relationship with cultural institutions and gain a better understanding of the various careers available in the cultural sector.

The Challenge
The challenge being addressed is the underutilisation of cultural institutions by young people aged 15-25 in Oslo. These institutions want to engage this demographic but face difficulties in attracting and connecting with them.

Keys to the City collaborates with major cultural institutions, including The National Museum, Ultima Oslo Contemporary Music Festival, The Oslo Philharmonic Orchestra, and more.

The Solution
Launched in 2015, the project is run annually by TrAP, an independent arts producer dedicated to promoting diversity in Norwegian cultural life. It collaborates with major cultural institutions, including The National Museum, Ultima Oslo Contemporary Music Festival, The Oslo Philharmonic Orchestra, and more. The project involves creating workshops at schools, libraries and youth clubs, followed by inviting participants to neutral third spaces to meet practitioners and leaders in the cultural field. These interactions lead to creative projects and internships at cultural institutions, fostering long-term relationships between these institutions and young people from Oslo and Akershus.

The Impact
The program results in both audience development and career development opportunities. Young participants gain insights into working in the cultural industries, learning about a broad range of skills involved, from administration and management to digital, photography, and social media. This helps them understand where their skills and interests fit in the cultural sector and paves the way for potential careers. The program includes short placements where participants actively contribute to shaping their work, allowing them to experience the excitement and challenges of a career in the cultural sector. Each participant receives a salary and a certificate. The program is about making culture accessible to all, regardless of their background. Organisers also hope to see a more diverse and representative group of young people pursuing cultural careers in the long term.

Source: World Cities Culture Report 2022

Images Courtesy © City of Oslo, Getty/Canva