About me
Asbjørn Keiding
Consultant & Owner
Empowering Orchestras for the Future
Innovating the cultural sector
With over 20 years of experience in leading and developing artistic, cultural, and cultural-policy organizations, I offer a rare blend of strategic leadership, creativity, and deep sector expertise. My work has spanned both national and international arenas, with a focus on fostering innovation, cultivating strategic partnerships, and creating sustainable frameworks that strengthen orchestras and cultural institutions for the future.
Over the course of a decade, I served as the head of a national umbrella organization for orchestras, ensembles, and opera institutions, where I worked to represent and support the sector through organizational development, stakeholder collaboration, and policy engagement. In this role, I developed strong skills in political advocacy and strategic communication, building bridges between the cultural field and key decision-makers at governmental, municipal, and institutional levels. Through policy development, visionary strategy, and effective communication, I consistently worked to keep classical music relevant and resilient in a rapidly evolving cultural landscape.
I also led and contributed to a number of high-profile national and international projects, including EU-funded initiatives such as Creative Europe and ERASMUS+. Highlights from my project portfolio include:
Audience development tools tailored for orchestra leadership
Sustainability initiatives, including a Nordic guide to green practices in the orchestral field
Development of digital concert halls and new formats for online classical music experiences
Digital outreach programs aimed at children and young audiences
Brand identity strategies for symphony orchestras
These projects positioned Nordic orchestras as leaders in climate-conscious practices, digital innovation, and audience engagement — making a lasting impact on the cultural sector’s future direction.
Why Work With Me?
Ready to take your orchestra to the next level?
I offer a proven track record of success in transforming challenges into opportunities for orchestras and cultural organizations. Whether you need help crafting a sustainability strategy, engaging new audiences, or navigating complex political landscapes, I bring the skills, experience, and vision to help you succeed.
Let’s work together to create innovative solutions that inspire, engage, and make a lasting impact.
My Approach
Sustaining music through innovation
I am passionate about helping orchestras and cultural organizations navigate rapidly shifting political landscapes and realities while staying true to their artistic missions. Central to my work is fostering connections with the next generations to ensure that the ecosystem of music remains healthy and sustainable. This commitment involves close collaboration with schools, daycare centers, music schools, conservatories, high schools, universities, and other educational institutions.
My approach combines practical, actionable solutions with a long-term vision, ensuring that every project not only addresses immediate needs but also builds a foundation for sustainable growth and societal impact. Key areas of focus include:
- Sustainability: I led the creation of the Nordic Green Orchestra Guide and continue to support orchestras in implementing green strategies, from quick wins to deep organizational change. Ensuring a sustainable future for music means not only reducing environmental impact but also creating pathways for young musicians and audiences to thrive.
- Audience Development and Branding: With extensive research and project experience, I help orchestras better understand their audiences and develop innovative ways to connect with them, including engaging younger generations and embedding music into the lives of communities.
- Outreach to Children and Young People: Orchestras must go beyond traditional school concerts to actively engage children and young people with music—as audiences, performers, and participants in creative processes. With the decline in qualified music teachers across Europe threatening the musical ecosystem, I develop programs that empower orchestras to play a vital role in bridging this gap and ensuring a sustainable future.
- Strategic Leadership: From board development to stakeholder engagement, I help organizations strengthen their governance and align their operations with their mission and values. This includes creating strong ties with educational institutions to nurture talent pipelines and inspire the cultural leaders of tomorrow.
Through these efforts, I aim to bridge the gap between tradition and innovation, ensuring that orchestras and cultural organizations remain vibrant, relevant, and accessible for generations to come.
Through these efforts,
I aim to bridge the gap between tradition and innovation, ensuring that orchestras and cultural organizations remain vibrant, relevant, and accessible for generations to come.
A Global Perspective
My extensive international experience has provided me with deep insights into the many facets of the orchestral and cultural sector. I have held board positions with organizations such as PEARLE Live Performance Europe* and MusiQuE (Music Quality Enhancement), and served as a jury member for Classical:NEXT, where I collaborated with cultural leaders to select innovative projects shaping the future of the performing arts.
I have also worked as an expert with the Danish Arts Foundation, contributing to the promotion of music and music drama in Denmark and supporting initiatives that bring Danish music to an international audience. Additionally, I have been part of the European Orchestras Forum, a network representing all European orchestral industry organizations. These roles have equipped me with a comprehensive understanding of the industry’s structural, artistic, and political dynamics, enabling me to craft solutions that are both practical and forward-thinking.
