---
title: "Apathy to art: how Oslo's 'Keys to the City' unlocks artistic potential"
date: 2023-10-10T10:22:08Z
modified: 2025-10-17T05:34:10Z
permalink: "https://worldcitiescultureforum.com/city-project/oslo-keys-to-the-city-2/"
type: city-project
status: publish
excerpt: Oslo’s cultural institutions offer its citizens a wide array of events and experiences, but some audience demographics rarely take advantage of them. The Keys to the City project targets groups of 15-25 year olds living in Oslo and the surrounding region, inviting them to develop a deeper relationship with cultural institutions, and get a better understanding of the range of careers in the sector.
wpid: 168629
tags:
  - Advocacy
  - Education
  - Funding
region:
  - Oslo
country:
  - Norway
city-region:
  - Europe
topic:
  - Economy
  - Festivals & Events
  - Young People
featured_image: "https://worldcitiescultureforum.com/wp-content/uploads/2023/07/OSLO-9.jpg"
---

## Project: forging closer relationships between cultural organisations and young people



![](https://worldcitiescultureforum.com/wp-content/uploads/2023/07/OSLO-9.jpg)

**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.

![](https://worldcitiescultureforum.com/wp-content/uploads/2023/09/3-10.jpg)

**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_](https://worldcitiescultureforum.com/publication/world-cities-culture-forum-report-2022/)

Images Courtesy © City of Oslo, Getty/Canva