Defining a pop-music institute’s purpose

3voor12 is the cross-media pop music platform of Dutch broadcaster VPRO. In the last two decades, 3voor12 grew from journalistic underdog to the most important place for alternative pop music in the Netherlands.


After almost 20 years of radio and tv-programming, publishing, hosting and reporting, the editorial team felt it was time to explore, discuss, and redefine the platform’s purpose and positioning.

With the team, we hosted an all-day workshop session that formed the foundation of further efforts, led by members of the team towards a sharper and better understandable positioning of 3voor12, to then build towards a sustainable future for the brand.


  • market- and brand audit
  • workshop design
  • workshop facilitation
  • follow up and guidance

Selected work