Culture means change. And every cultural organisation should have the ability to change itself for many reasons: challenges in the society, expectations by the audience or stake holders, or sometimes even dissatisfaction by staff members. Our 117th edition of Arts Management Newsletter cares about change management.

We spoke with Martin Redlinger, director of marketing and sales at the Konzerthaus Berlin, who plays a leading role in an ongoing changing process. The interview shows how close the relationship is between the brand and the entire strategy of an arts organisation, and how long it takes to get results. Redlinger explains why the Konzerthaus needed a new positioning in the vibrant Berlin arts market, and how the team developed a new cultural brand. We also spoke with Julia Strysio about what the future of music festivals will look like? What has to be changed in a cultural format, which is probably the most flexible one?