What will people pay for? Education, education, education

One of the big questions for cultural organisations in light of the financial effects of Covid and the multitude of free online content offered last year is what people would pay for. A key answer seems to be education. This article observed that organisations are seeing surprising levels of success around workshops, participatory, and learning-focused activity delivered online. 
Some intriguing examples are mentioned: 

  • Performing arts companies are seeing success with tutorials. English National Ballet’s Active Ballet, for instance, is a library of training and classes available on subscription. 
  • English National Ballet also taps into the new habit of ‘on-demand’ viewing by offering a video-on-demand platform for ballet performances and training available to rent. 
  • In the museum world, V&A Academy offers courses from art history to learning practical skills such as sewing, to exploring contemporary design discourse in forums with curators, researchers, designers and makers as well as professional development courses. Online or offline they are all paid for. 

The start of the new year is always a good time to tap into people’s desire to learn and do new things, so now might be a good time for trialling some of these ideas. 

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Image: English National Ballet ballet.org.uk

Author: sabine.doolin

Strategy consultant working with the cultural sector

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