Arts marketers go digital to forge a legacy beyond lockdown
By embracing innovative technology and ideas, arts organisations are finding new ways to survive the lockdown and build engagement for the future.
Arts and cultural organisations large and small face an uncertain future as the UK’s coronavirus lockdown begins to stretch from weeks to months.
With potential blockbuster exhibitions like Tate Modern’s Andy Warhol retrospective and the Royal Academy’s Picasso and Paper show under lock and key, museums and galleries have been forced to ramp up their digital presence, from Instagram feeds to hosting virtual tours and Zoom-enabled audience participation events.
In March, the Art Basel Hong Kong fair was held online, while in the same month the X Museum in Beijing had a digital launch, after its physical opening date was postponed.
Head of marketing at London’s Barbican Centre, Phil Newby, stresses that now is the time for cultural venues to find ways of connecting with their audiences.
