Reconnect

Results on choice of platform through which different age groups engage with cultural content validated some of the expected generational divides. For instance, Instagram does attract the younger public more also when it comes to streaming cultural content online. However, the study revealed emerging new opportunities. Local platforms, such as Urbo in the case of Bulgaria, that were previously mainly used by cultural/ creative organisations as an online ticket sales point have acquired a new business role and are now offering (ticket-based) direct streaming of cultural content from artists to audiences (B to C). Since these local platforms for ‘cultural’ marketing were already reaching the right target groups their new position has been well received by the public. 

 

Another very important finding is that the sites and social media channels of cultural providers (artists or organisations) are seen as the ‘validation’ tool regarding the quality of the offer and being consulted regularly by one-third of the surveyed public. They are also considered important channels to enrich the online cultural experience. Most age groups, starting with those 26 years-old and over, are keen to read about arts and cultural experiences, they are interested in details around the core offer. In other words, any blogs, reviews, interviews with the artists or other information about the context of the art work, the respective cultural tour, or museum item, etc., can only raise the public interest in the offer, and serve to maintain its credibility. 

 

 

The project and its focus on local community development, tourism and gastronomy attracted great media attention. The largest regional media published materials about the project and its organisers, reaching 45,321 people in the Kaliningrad region promoting the idea of using local products and the development of gastronomic tourism.   

 

Some unforeseen, additional activities and assets have emerged:

 

1. Additional cultural offer: Accompanying workshops for children were organized from the second workshop onwards. During each workshop for several hours, under the guidance of the staff of the Nature Park "Vishtynetsky”, the kids studied the local flora and fauna through a microscope.

2. Professional offer for the chefs: Ivan Shaldyshov, a creative chef of one of the leading restaurant chains in Kaliningrad (Britannica Projects), invited to the second workshop four fellow chefs. Free of charge, they joined the master class and created a very spectacular, engaging event. In the third workshop the rising star chef Pavel Borisenko, running a trendy gastro pub (Salt) and restaurant of seasonal food Seasons in Kaliningrad, contributed to the valuable experience. Roman Ershov, the owner of another local food restaurant Telegraph located in the seaside resort town Zelenongradsk, brought his team to almost all workshops. Finally, they suggested their interpretation of what Vishtynets food could taste like. 

3. Interaction with the locals: The chefs also established personal links with several local residents, whom they met through the project. As a result, they started new experimental projects with kombucha and sauces prepared from elderberry flowers and elderberry juice. The lesson learned - star chefs are eager to learn from local residents about herbs and traditional use in this two-way knowledge sharing process.

4. Social innovation, cross-sectoral offer: Both local residents and visitors/experts have reported to being motivated for new collaborations, starting a gastronomy club, seasonal food festivals and local gastronomy master-classes.

 

The demonstration project "Tastes of Vishtynets Uplands” is partnering with cultural organisations such as the Vishtynets Nature and History Museum (NGO, Krasnolesye), the Kalinigrad region public Nature Park "Vishtynetsky” and with private guest houses "Shelden” and "Lesistoe life” as well as engaging local residents as volunteers. The list of partners is constantly expanding. It has received support from the international research company Corteva Agriscience in the framework of training and grant program from women-farmers TalentA in Russia.

 

 

The pandemic COVID-19 blocked most of the opportunities for culture organisations to engage with their audiences directly, however the period has seen growth in revenues from online film and games consumption as well as music. The global recorded music market grew by 7.4% in 2020 driven by streaming, especially by paid subscription streaming revenues, which increased by 18.5% (IFPI issues Global Music Report 2021 (Accessed Sept 27, 2021)). This case is about an interdisciplinary project that addressed and engaged the audience via a political campaign, public events, performances, and a film. However, the film release could not happen as it was supposed to. This case study was developed in conversation with Elisa Calosi, project manager at IIPM.

 

The film "The New Gospel” by director Milo Rau was realised in Matera, one of the two 2019 European Capitals of Culture and premiered as a special event at the Venice International Film Festival 2020. The synopsis would normally tag this film for the ‘typical art film marketing’ strategies, meaning select public, sophisticated interaction and debates. ‘It narrates the powerful message of the political activist Yvan Sagnet fighting for the rights of migrants who came to Europe across the Mediterranean to be enslaved on the tomato fields in southern Italy and to live in ghettos under inhumane conditions. The director and his team return to the origins of the gospel and stage it as a passion play of an entire civilization. In Matera, in southern Italy, where the great Jesus films from Pasolini to Gibson were shot, an authentically political as well as theatrical and cinematic "New Gospel” emerges for the 21st century. A manifesto of solidarity with the poorest, a revolt for a more just, humane world.’ (Source: https://culturalfoundation.eu/stories/the-new-gospel/ (Accessed 14.09.2021).