Museums are a repository of our history, culture, and tradition, all while being the rays of light that nurture the growth of our future. They walk a tightrope between what was and what will be, essentially executing the balancing act of staying true to their mission while staying true to their audiences. So, how do they do it? How do museums, steeped in history, remain relevant in an ever-changing landscape? In this age of technology, where it is all about the newest in artificial intelligence, how do they preserve tradition while embracing innovation? Is there a defined recipe to success or are these murky waters meant for us to navigate ourselves?

These were some of the many important questions that were addressed in the 27th edition of the Communicating the Arts Conference hosted by the National Gallery Singapore in November 2023. A diverse gathering of 150 global delegates, ranging from seasoned professionals to young visionaries, convened to explore the theme of Art and Technology—the intersection and interaction. India, at the brink of a cultural boom, was a proud guest country, reflecting its unique position as a hub of growth, opportunity, and talent.

The Indian Delegation in Singapore (from left to right: Tirtha Giri, Cultural Entrepreneur and Leader of the delegation; Shweta Asnani, Head of Teamwork Arts, Singapore; Corinne Estrada, Founder of Communicating the Arts; Kamya Ramachandran, Founder of BeFantastic; Tejshvi Jain, Founder of ReReeti). Source: https://communicatingthearts.com/conference-images

Key Takeaways relevant to the Indian Landscape:

Let’s delve into how the arts, cultural organisations and museums working to entwine the worlds of Art and Tech can benefit from some of the learnings at the conference:

1. Phygital Realities:

In a post-COVID, technologically advancing world, museums navigate the “Phygital” realm, seamlessly blending physical and digital experiences. Managing both global remote audiences and local patrons has become crucial. Therefore it is imperative to boost strategic planning and business development initiatives across physical and digital realms in parallel.

2. Narrative is Key:

Stories draw audiences in, keep them engaged, and make lasting impressions. Crafting compelling narratives is paramount for success in the arts sector. Whether introducing new tech or digital innovations, the story we weave around them shapes their ability to create the desired impact. Audiences come for an experience and your story is the core of that experience. The essence of that storyline must shine through operations, actions, and innovations.

3. Education and Advancement:

As museums and cultural organizations digitally evolve, the question arises—how digitally adept are our audiences? It is important to be mindful of the familiarity your audiences would have with tech innovation. Digital education must parallel digital advancement to ensure a seamless transition. The intimidation factor that newness brings in, be it tech or otherwise can prove to be a significant barrier to entry for even the most loyal audiences.

4. Tech Lead or Art Lead?

The conundrum of whether technology propels art, or does art drive technology lingers. It’s a question we faced at the conference, and now, we pass it on to you. Should tech inventions influence the art presented and the way it is presented? Should art influence the invention of new tech? What do you think?

A panel discussion on using frontier tech for environmental advocacy.

Why is this relevant to India, especially now?

India is pulsating with growth, a thriving economy matched only by the burgeoning pulse of our art and culture. In this whirlwind of progress, a silent force is emerging – Arts Management. Once an unknown entity, it’s gaining momentum and rightfully so. In a nation overflowing with talent, shouldn’t growth and opportunities follow suit? Arts Management is the catalyst, propelling art to the forefront and onto the global stage. With the growth of Arts Management in this quickly developing industry, a cross-pollination of ideas and global best practices from conferences such as these can pave the way for greater impact.

A glimpse of invigorating conversations at the CTA conference in Singapore. Source: https://communicatingthearts.com/conference-images

Looking Forward:

As the custodians of our cultural legacy, museums in India grapple with a dual mandate – honoring our heritage and embracing the ever-evolving digital era. How do they navigate this delicate equilibrium? The path forward for museums unveils a terrain rich with potential, beckoning us to actively participate. It’s a call to action, an invitation to collectively shape a narrative where the convergence of art and technology crafts a future where creativity finds boundless expression, propelled by the harmonious interplay of tradition and innovation.

Get Involved:

For those intrigued by international dialogues and conferences, consider registering for the next Communicating the Arts conference and explore the annual “30 UNDER 30” program. Feel free to connect via email if you wish to continue this discussion privately. Let’s connect, learn, and discuss!

About the Author:

Tirtha Giri, a cultural entrepreneur and international arts manager, brings over two decades of experience in the performing arts industry. She holds a Bachelor’s in Fine Arts majoring in Bharatanatyam from SASTRA University, and a Master’s in International Arts Management from SMU Dallas, HEC Montreal, and SDA Bocconi. With 13 years of leadership and teaching expertise, she is dedicated to cultivating ecosystems that champion the arts, celebrate creativity, and facilitate cross-sector and cross-cultural learning.