Reconnect: incubating cultural offers for the digital audiences


  • Petya Koleva
  • Milena Berbenkova


Digitalisation has been a priority for the cultural and creative sectors in the EU for years. This priority became a vital one for the survival of arts, culture and creative organisations provoked by the crisis of the Covid-19 outbreak. Big institutions as well as small and micro-organisations had to accelerate their adjustment to a digital presence in view of their regular public and new digital audiences. As offers in the digital domain proliferated, competition for the attention of target audiences increased too. This was particularly influenced by newly developed dispositions, digital fatigue and higher expectations of the quality and types of online cultural participation available. The focus of the present article are the results of an incubation project that offered targeted support to three creative organisations in Bulgaria in the period of August 2020 – August 2021. The article demonstrates the value of expert support, researching the audiences and fact-based innovation activities of CCI organisations. Incubation efforts empower organisations to improve their connection to committed and new target audiences. This claim is based on the successful impact assessment of the three pilot offers that benefited directly from the research results of the project. Intercultura Consult continues this effort in a new project empowering cultural organisations to incubate experimental offers (including the digital dimension).


Official Journal of the European Union, (2017/C 425/03)

“Council conclusions on promoting access to culture via digital means with a focus on audience development”

Kurt Salmon, 2011, Cultural undertaking & investment: from intuition to decision making, Forum Avignon, (last accessed 20.12.2021)

UNESCO 2017, ‘Convention in the Digital Environment’, Paris, UNESCO, 15 June 2017 (last accessed 20.12.2021)

Petya Koleva “Transitive relations of digital rights and European values’’ in Yanita Andonova et Anne-France Kogan (eds.), Actes du colloque « Questionner le tournant créatif : dispositifs, processus et représentations », Paris: Laboratoire d’excellence ICCA (Cultural industries and artistic creation), 02. 2018, (last accessed 20.12.2021)

UNESCO 2020, Digital Guidelines, Paris, UNESCO, (last accessed 20.12.2021)

CISAC Global Collections Report 2021, NEULLY-sur-Seine, 21 October 2021. (last accessed 20.12.2021)

Newsroom, 27 Oct 2021Highlights (last accessed 20.12.2021)

European Commission, Cultural and creative sectors (last accessed 20.12.2021)

European Creative Hubs Network 2021, (last accessed 20.12.2021)

Milena Berbenkova, Petya Koleva Reconnect: the cultural sector in a state of emergency First published in Bulgarian on April 27th 2020, Sofia, Interculura Consult, (last accessed 20.12.2021)

Petya Koleva, Milena Berbenkova, Yulia Bardun Reconnect: Hybrid Approaches Engaging the Public Across Genres and Regions, in Arts Management Quarterly No. 137, November 2021 pp. 5-16.

Petya Koleva, Milena Berbenkova, 02, 2022, Volume 1 (2021): Issue 2

Reconnect: Cultural Content and Audiences in The Digital Environment. in Mikić H. and Zbuchea A. (eds) of special issue of The Creative Economy at the Crossroads: Innovation, Sustainability, Fairness, and Wellbeing of Culture. Society. Economy. Politics (Culture-SEP) online open-access

Petya Koleva, Milena Berbenkova, 2021/2022

Time Perspectives: Long-term Benefits from the Culture – Audience Relationship, a project by Intercultura Consult, (last accessed 20.12.2021)




How to Cite

Koleva, P., & Berbenkova, M. (2021). Reconnect: incubating cultural offers for the digital audiences . L’architettura Delle città  - The Journal of the Scientific Society Ludovico Quaroni, 15(19), 23–40. Retrieved from



L'Architettura delle città-The Journal of Scientific Society Ludovico Quaroni