WHAT COMES NEXT? ARTS MARKETING WHEN NOTHING IS ENOUGH.
WHAT COMES AFTER SPECTACULARISATION AND EXPERIENCE ECONOMY? For years, cultural research has followed the research on economics and service and their focus on consumers. Digging deeper, service thinking and institution-centric view have been dominant in both classic service and cultural research, as academic researchers have emphasized provider-audience interactions and customer needs defined by the service provider. Due to digital jump, new forms of cultural consumption and consumer movements have increased during the recent decades, and shifted to digital and social media platforms. A cultural movement toward new forms of collective creativity and audience engagement has steered art organizations to explore audience experiences and audience participation even deeper. This has led many art organizations towards experience design models, with a focus on experimentation, spectacularisation and eventualisation, and has influenced the idea of experience economy which has become the lead