Branding the arts on a digital stage for a post-pandemic future

Performance venues, museums, and artists don the digital greasepaint, look for new identities, patrons and business models for a post-pandemic future

How does one recreate the experience of a live concert, a museum walk-through or, an evening soaked in laughter, when the venues are locked out and audiences are all locked up at home? For the past few months, this is a question that has riddled artists, theatre and auditoria owners and ticketing firms, as much as it has challenged brands that found themselves out in the cold, looking for ways to engage with consumers.

Be it hoary performance venues such as the NCPA (National Centre for Performing Arts) in Mumbai, or BookMyShow or the city’s museums and artists across disciplines,