Kati Price

Kati is a senior cultural leader and digital director with two decades of experience transforming brand strategy, audience engagement and digital experience across major cultural institutions. She specialises in revitalising heritage brands, diversifying audiences, and leading cross-disciplinary teams through complex digital and organisational change.

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At the V&A, Kati oversees Experience and Digital, uniting content, technology, and design to deliver innovative, award-winning products and services that engage audiences onsite and online. Passionate about connecting people with culture and the possibilities of digital technology, her work has involved major brand development, large-scale digital transformation, and significant insight-led audience growth, including record membership levels and standout initiatives for younger audiences.

Jamie Edwards

Jamie Edwards leads the Wrexham A.F.C. Foundation which works across strategic themes that translate into many active initiatives. 

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Grounded in local needs and driven by collaborations with schools, local authorities, funders, and volunteers, Wrexham demonstrates how a football club can serve as an engine for cohesion, learning, and pathways to employability. At Kulturkraft25, Jamie Edwards will share how sport and culture can combine as infrastructure for social transformation - and how community building can be both measurable and meaningful.

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Ella Lewis-Collins

Ella Lewis-Collins is the Audiences Director at the Royal Opera House in London. She leads the development of strategies to engage new and diverse audiences, ensuring meaningful access to the world of opera and ballet. 

Ella will share the journey that the Royal Ballet and Opera has been on in  changing brand perception and encouraging greater consideration of opera and ballet. She will explore how they select and empower carefully chosen influencers to act as legitimate and motivated ambassadors for the brand, positioning it effectively toward new audiences. 

Frido Hinde

Frido Hinde is the managing director of the ufaFabrik international cultural center in Berlin. ufaFabrik is a community-run, non-governmental, and non-profit cultural center in Berlin, established in 1979. From 2019 to 2025, Frido also served on the board of the European cultural organization Trans Europe Halles and is a board member of the Berlin Association of Independent Performing Arts Organizations (LAFT). His bachelor's and master's degrees focused on economics, specializing in the economics of the non-profit sector. Frido was a researcher and co-author of a comprehensive study on legal structures and tax regulations for non-profit organizations in the European Union. He also worked as a consultant for a Berlin-based management consultancy specializing in legal, tax, and business consulting for non-profit organizations. At ufaFabrik, he combines expertise from the artistic and non-profit sectors and, together with his team, pursues a community-oriented approach.

Anders Juul

Anders Juul from the LEGO Group’s Build the Change program shares insights into how they engage children from around the world in creating solutions for a sustainable future that can inspire real change. The program not only amplifies children’s voices but also inspires meaningful transformation by teaching them to use their creativity to tackle the challenges they will inherit. We look forward to hearing how this approach is translated into concrete ideas in both classrooms and cultural institutions, ensuring that children’s voices are heard where it matters most.

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Anders Juul is Senior Program Manager, Global Programs, at LEGO. He is trained as an Experience Designer and, in this presentation, will share touching stories and provide plenty of examples of how children’s superpower, creativity, can truly make a difference.

Astrid Jørgensen 

Astrid Jørgensen is an associate consultant at the consultancy firm Subscrybe, a professional board member, and former Commercial Director at Politiken. She has many years of experience in creating strong, long-lasting relationships between brands and users - amid a rapid digital transformation that often challenges organizations. Today, she works with a range of organizations and companies that want to better understand, retain, and engage their users.

Olav Hesseldahl

Olav Hesseldahl is the director of the Constitution Day Festival and a board member of, among others, Roskilde Festival. He works to revitalize democracy through various projects and collaborations, and has experience in strategy, fundraising, partnerships, children & youth initiatives. Previously, he founded the Youth Bureau, which is behind Youth People’s Meeting and the Political Academy, both of which work to engage more, and more diverse, people in politics.

Christian Engel Brund

​Christian Engel Brund is Head of Engagement at the learning agency Forstå - Egmont, where he works at the intersection of culture and education. He has over 15 years of experience in strategy and concept development for children and young people, including as Head of Education at Save the Children Denmark. Christian has been a leading force in a number of national partnerships and projects that connect culture, learning, and social development.

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Christina Østerby

Christina Østerby has worked for more than 25 years in the space between the artistic and the commercial and is now an independent consultant at C the Culture, where she advises Danish and international cultural institutions on strategy, leadership, and business development. She is an advisor to the Royal Opera House in London, former Director of Gyldendal’s Book Clubs, and former Head of Planning, Sales, and Strategic Analysis at the Royal Danish Theatre. She is Chair of the Board of Scenit and a member of the advisory boards of Musikhuset Aarhus and BARC. 

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Mikkel Bjerre

Mikkel is responsible for managing ticket sales and ensuring an optimal customer journey and experience for FCK’s fans. His areas of responsibility include leading the club’s ticketing and customer service team, product management for tickets, season passes and subscriptions, ticket sales, inventory management, customer service, technological integrity, budget responsibility, and reporting.

Mikkel works dedicatedly to improve FCK’s commercial objectives and deliver an engaging football experience, and he will share his insights on optimising the experience for guests and the fan community and thereby the commercial outcome.

Loa Brix

Loa Brix holds an MA in Literary History and Rhetoric and has over 20 years of experience as a communications consultant. Over the past three years, she has specialized in AI adoption, focusing on the interaction between artificial intelligence, communication, and marketing. She is the Programme Director for the public-private partnership AI Competence Pact and teaches AI at, among others, DJØF, Altinget, and KreaKom.

Lars Bertolt Winther

Loa Brix holds an MA in Literary History and Rhetoric and has over 20 years of experience as a communications consultant. Over the past three years, she has specialized in AI adoption, focusing on the interaction between artificial intelligence, communication, and marketing. She is the Programme Director for the public-private partnership AI Competence Pact and teaches AI at, among others, DJØF, Altinget, and KreaKom.

Gerda Hempel

​Gerda Hempel is the project manager for the nationwide project Fod på gulv, where vulnerable and mentally ill people dance adapted folk dance led by experienced musicians and dance instructors.
Gerda specializes in artists, culture, education, and development projects that stimulate innovation, sustainable enterprise, and new markets for creative freelancers. Her interest in the framework conditions for art, culture, and the creative industries has resulted in a number of positions of trust and board appointments.

Laia Canals

Laia Canals heads TEMPI, the national genre organization for roots music in Denmark. Laia specializes in music and cultural export, strategic leadership, talent development, and network building. With a background as project manager, manager, and export advisor, she drives global partnerships and serves on several Danish and international boards. She is a prominent voice for inclusion and diversity in the music industry and is the first European to hold a leadership position in Folk Alliance International.

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Matilde Lund Larsen

As Managing Director of Kulturhusene Danmark, Matilde stands at the heart of the engine room where the country’s cultural centres are connected, strengthened, and developed. Her role is both broad and deep at the same time: she works strategically and relationally, both internally within the association and externally with partners, politicians, and new stakeholders.

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Since her appointment in 2022, Matilde has been a key driving force in the association’s development over the past four years, which has, among other things, led to a membership increase of more than 50%.

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With a passion for the communities that emerge in and around cultural centres, she works to develop formats where employees and cultural centre practitioners can learn from one another, create new collaborations, and together highlight the value of cultural centres, both locally and nationally.

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There are more than 400 cultural centres in Denmark, and the association works to raise awareness of them and to secure the best possible conditions for their daily operations and development. Matilde is deeply committed to highlighting and strengthening the unique role of cultural centres as open, experimental spaces where people can express themselves, find inspiration, and create something greater together.

Martin Østervig Larsen

Martin is overall responsible for Epinion’s work within Tourism and Culture, and he has 15 years of experience working with insight-driven consultancy in the cultural sector. He has extensive experience advising cultural institutions and companies in their ambition to create insight-based development.

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Martin is, among other things, one of the main driving forces behind the development of the widely used segmentation models “How Danes Experience” and most recently “How Tourists Experience,” which have been developed in partnership with, among others, DI – Danish Industry, and have become important tools in the sector when it comes to understanding audience preferences and motivations and integrating these insights into strategic and operational development work.

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At Kulturkraft, Martin will provide insight into the target group tools and talk about how a deeper understanding of one’s community can serve as a lever not only for commercial development, but also for new partnerships.

Katrine Haugaard

How do you move from audience data to concrete actions that audiences can actually feel? That is a question Katrine Haugaard has worked extensively with - both strategically and in very practical terms. Today, she is Head of Organisation and Events at Dansk Live, one of the central bodies for live music in Denmark, where she helps strengthen the framework for the Danish music scene. With a sharp analytical eye, Katrine has built substantial hands-on experience in audience development, particularly within segmentation and data-driven work. This experience stems, among other things, from the regional music venue Fermaten in Herning, where she worked intensively with the tool Sådan oplever danskerne (How Danes Experience Culture).

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Katrine has focused especially on how segmentation can be applied systematically in everyday practice: how to work purposefully with segment preferences in marketing, how to tailor concert experiences to selected target groups - and how to develop new concepts that attract new segments. For Katrine, data is not an end in itself, but a creative starting point for creating stronger experiences.

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At Kulturkraft, Katrine shares her experiences and inspires both small and large organisations to get started with actively using segmentation in their work towards even stronger cultural experiences.

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