Digital Divide in the Cultural Sector Calls for an Adaptive Ecosystem

Digitization Is Not a Passing Trend

Fortunately, museums, venues, and monuments have been able to reopen their doors. The public craves live culture, but let us not forget that groundbreaking digital productions were also created during the lockdown. I am not talking about Minister De Jonge’s ‘DVD’, but about performances that transcended the theater or concert hall precisely because of their digital format. I’m thinking of Shadow’s Whispers, a livestream by Nederlands Dans Theater. In a choreography by Hofesh Shechter, the camera was operated by a former dancer, seamlessly blending with the performers. The live recording from the stage elevated the experience in my living room to a breathtaking level.

Digitization in the cultural and creative sector is not a passing trend. It is more than an emergency solution during the lockdown. In my opinion, serving your audience online is at least as relevant as serving them on location. Today’s Gen Z, the cultural audience of the future, does not distinguish between digital and physical. They are active in both domains in various ways. Therefore, offer a combined offline and online offering, based on a hybrid working practice.

As director of DEN, the national knowledge institute for culture and digital transformation, I see worrying differences in the digital skills of cultural institutions and creators. Large organizations with corresponding budgets and teams develop groundbreaking productions. The audience has become so accustomed to this that medium-sized and smaller players in the field cannot compete. As a result, a digital divide is emerging among cultural providers.

How Do We Create a Level Playing Field?

The cultural and creative sector is increasingly recognizing the necessity énd opportunities of digitization, but a comprehensive, sustainable approach is still lacking. Those who now develop digital offerings as a supplement to live experiences must continue to build on this. Acknowledge that the future audience has different demands. Only in this way can the social relevance of culture remain intact.

I therefore challenge cultural providers to move from a reactive to a strategic level. Without a new mindset, this is impossible. Let me emphasize that acquiring technology is only part of digital transformation (at most 20%). The audience perspective is far more important. So, don’t think in terms of switching but in terms of advancing: from an incidental, time- and place-bound cultural expression to an ongoing relationship with your audience.

Equally urgent for this transformation is collaboration, both within and beyond the cultural and creative sector. Prevent everyone from reinventing the wheel; this only leads to fragmentation of resources and audiences. DEN is therefore doing everything possible to enable large and small players to progress together. Meanwhile, I notice that many institutions are developing their own platforms. This is, of course, a shame. Pooling resources should be the starting point, and I see a crucial role here for policymakers and funds.

What remains of the ‘digital gains’ now that cultural institutions have reopened? It may seem strange to label the effects of COVID-19 as positive. But in this regard, I certainly see it that way. We have been given a harsh wake-up call. Suddenly, there is a need to innovate, and we recognize the value of digital in audience reach, inclusion, and experience. This valuable momentum will slip through our fingers if an innovation-focused ecosystem does not become a permanent part of local and national cultural policy. For a sustainable approach, we must also rely on a significant boost for innovation from the National Growth Fund and support from the European Recovery and Resilience Fund.

I look back with pride on the DEN Digital Transformation Conference 2021. My team and I invited (international) pioneers to discuss the agenda for digital transformation with participants from the field. It was striking that the sector still sees more obstacles than opportunities. DEN is therefore committed to shared services, digital leadership, and an ecosystem that adapts to innovation – including the process of trial and error.

Hybrid is not a magic word, but in my opinion, it is the key word. A way in which cultural institutions and creators, regardless of size or capacity, can serve the audience of the future. If you want to offer not only live culture but also high-quality digital content, it is vital to invest now in an adaptive ecosystem. The future is here to stay.