The proliferation of digital technologies, resources, capabilities and audiences has increased the association of cultural relevance with commerciality. But we also struggle in this new context with how to use money, apply it, or distribute it in ways that create artistic value. How do we declare the value of the arts?

What if we increased our ability to create successful products, services and experiences in the world. Create more value. And in so doing create new creative companies and the sector?

Ash Mann discusses the opportunities for digital opened up by the pandemic. This article was commissioned by Audience Labs as part cross-industry consultation commissioned by AHRC exploring the emergent creative and economic possibilities at the intersection of performance, culture, technology and innovation.