What's Next?
The pandemic created a catalyst for reflection and change and emphasised that arts and culture organisations are more than their buildings - they are their work, their artistic community and their audiences, and the gathering of people for dialogue and connection.
Within the performing arts, we have a huge opportunity to expand cultural institutions deeper into digital spaces. Hybrid experiences are becoming normalised – in how we shop, communicate, play and live together. We believe that by exploring new digital and hybrid stages, we can create new possibilities for how and where art is made – meaning artists and cultural experiences can not only reach new and younger audiences, but engage with them. Underpinning our work is a
belief that digital must become innate to the way cultural venues think, plan and programme – not an ‘and’ or an add-on, but a ‘must-have’ critical to success.
Audiences are at the heart of the project. A crucial part of this work is creating a bridge between existing and new audiences. Technology can open up pathways into the arts for a broader range of audiences and how new kinds of audience engagement could emerge.
As audience needs and behaviours change, the cultural sector needs to do the same, to remain accessible, interesting and meaningful to existing audiences and to attract new ones.
We are collectively at the start of the creation of theatrical digital and hybrid stories. A new generation of theatre makers and audiences will grow this work further. People who grew up with smartphones, who are taught Java rather than German – who are now the country’s fastest- growing segment of both consumers and employees. They like conversations and sharing. This generation is also well-known for its desire for purpose – for example, 65% want to personally create something world-changing. How does theatre connect to and host this audience in the future?
Audiences are at the heart of the project. A crucial part of this work is creating a bridge between existing and new audiences. Technology can open up pathways into the arts for a broader range of audiences and how new kinds of audience engagement could emerge.
As audience needs and behaviours change, the cultural sector needs to do the same, to remain accessible, interesting and meaningful to existing audiences and to attract new ones.
We are collectively at the start of the creation of theatrical digital and hybrid stories. A new generation of theatre makers and audiences will grow this work further. People who grew up with smartphones, who are taught Java rather than German – who are now the country’s fastest- growing segment of both consumers and employees. They like conversations and sharing. This generation is also well-known for its desire for purpose – for example, 65% want to personally create something world-changing. How does theatre connect to and host this audience in the future?