Digital Business Models in Performing Arts - Part 4: Unlocking the Potential of Digital Platforms

Circus News

Digital Business Models in Performing Arts – Part 4: Unlocking the Potential of Digital Platforms

In the final blog of this Arts & Technology series, we explore digital platforms and look into how performing artists and organizations can harness their power for value creation through the deployment of the ‘Digital Hub’ and ‘Streamer’ business models (See  Blog 1: Introduction). 
Digital platforms come in various forms, and offer opportunities for artists and organizations to expand their reach, engage with new and existing audiences, and create cultural, social, and economic value. The most prevalent type of digital platform used by performing arts organizations is without a doubt social media. Platforms like Facebook, Instagram, and Twitter offer free content creation tools and have become indispensable for marketing performances, communicating with audiences, and building loyal online communities. Video streaming platforms, such as YouTube, have also gained popularity. These platforms allow organizations and individual artists to reach wider audiences by sharing their video content, e.g., videos of performances, rehearsals, interviews, and behind-the-scenes footage. Furthermore, by building a digital community around their channel, artists and organizations can potentially generate revenue through ad monetization, sponsors...
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Kadja Manninen

Kadja Manninen is a researcher, arts manager and lecturer specialised in performing arts and digital entrepreneurship. Kadja has a background as a contemporary circus artist, and prior professional experience of working in diverse managerial and specialist roles in the creative industries. She holds an MA in Culture, Policy and Management from City, University of London, and is currently finalising her PhD in Digital Economy Research at University of Nottingham.