Changes in music strategy at NRK
09.09.2025 - RADIONYTT.NO - Kyrre Dahl
Listeners will notice major changes in NRK's music strategy. - Clearer, sharper and more accessible, are the headlines from the Norwegian state broadcaster.
Photo: NRK
NRK will focus more on reaching its audience digitally. Linear viewing on TV is declining, as is listening to linear radio. It is these changes in the audience's media use that are now leading to major changes in the music area, NRK states in a press release.
- NRK is now making a concerted effort to renew its music content, adapted to the world we are a part of. We simply want to do a better job for Norwegian and Sami music by having more people find their way to NRK's music offering, says NRK's music director, Mats Borch Bugge.
- Our music offering will now be clearer, sharper and more accessible across NRK's apps, he adds.
NRK will focus on unique music, well-told stories, topicality and strong shared experiences. Furthermore, NRK wants to highlight and strengthen four of NRK's best-known music brands: Kork, MGP, Urørt and NRK P3.
On September 1, NRK's new music channel P3 Musikk went on the air and rock channel P13 is history.
- With NRK P3 Musikk, we want to provide an even better offer to all music lovers, says NRK's music director Mats Borch Bugge.
- We want to surprise and put good music in context. In a media reality where AI-generated music, purchased placements and "similar" charts dominate streaming services, we need a counterweight. A channel that not only plays music, but puts it in context. That knows that a song can be a story, a mood, a protest - not just a product, says Bugge.
NRK P3 continues as a young channel with a strengthened focus on humor. NRK P3 and NRK P3 Musikk will complement each other to meet the audience's need for humor, music and presenters who offer knowledge, insight and the best company.
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