Although the strategy does not say anything concrete about how DR intends to develop talent and create a common music reference for Danes, it is rumoured that the media house itself will be involved in creating music and entertainment for Danes, and not just be the sender of it. 

In this regard, we will DR collaborates with local actors around the country and thereby Have physical contact points at local media, libraries, schools and cultural institutions.

Strong cultural communication throughout the country

Dansk Artist Forbund has a collective labour agreement with Danmarks Radio, and many members have contact with the institution in various ways. Therefore, we are excited about to see what specific collaborations and initiatives DR will launch around music and performing arts.  

"It's really exciting to see how DR will unfold the initiative so that it benefits as many people as possible, and we're ready to collaborate on it," says Sara Indrio, Chairperson of the Danish Artist Association.

She is also keen for DR to find solutions on how to fulfil its public service responsibility in 2026: 

"We hope that DR finds new ways to communicate the good music and performing arts that already exist and are not so accessible to Danes in the existing structures, channels and current strategy. We really need DR to be strong cultural communicators, also as an alternative to BigTech, and we actually see DR's attempt at this in the new strategy," says Sara Indrio

DR wants to ensure credibility and trust 

One of the new initiatives included in the strategy is called "DR Verify" and aims to raise the standards for documentation and verification in the age of AI and fragmented news streams.  

Sara Indrio, chairperson of the Danish Artist Association, thinks the format is good news and hopes that the initiative will also include audio and visual products and not just journalism and factual knowledge:   

"When it comes to verification, it's just as important for cultural communication as it is for news. We need an annotation so we can tell the difference between something being created by AI or humans. We think that DR taking a step in this direction is both sensible and necessary, and in line with what citizens want," says Sara Indrio, chairperson of the Danish Artist Association.  

You can find Danmarks Radio's entire strategy here. 

DR's three specific goals for the strategy period 

  • DR must be #1 in trust   
  • DR must reach 9 out of 10 Danes every week 
  • DR to reach 5 out of 10 Danes digitally every day