The world of data and digital technologies has come under the spotlight today at a conference hosted by Birmingham City University.
Hello Culture 2014 is exploring how data is taking a greater role in the way cultural and heritage organisations enhance their audiences' experiences and how they participate in culture.
It is also looking at how organisations can become digitally resilient and meet the demands of future audiences.
Guest speakers at the Parkside campus include Jane Finnis from not-for-profit publisher Culture 24, Sarah Ellis from the Royal Shakespeare Company and Matt Adams from performance group Blast Theory.
Alongside the speakers, a range of workshops are being held to demonstrate how art organisations and artists can embrace data and digital technology.
Co-curator for Hello Culture Lara Ratnaraja said: "Since launching in 2011, Hello Culture has been at the forefront of tackling digital issues which arts and heritage organisations face.
"Being digitally savvy is so much more than updating Facebook and Twitter, it's about engaging with new audiences through a range of unexplored means.
"Many organisations today are still playing catch-up when exploring the digital world - they need to be looking ahead at the exciting opportunities digital technology offers to them.
"The data revolution will need a transformative shift in culture to happen in order for true data disruption to take place and for the arts to understand that digital consumption, audience demographics, future demographic changes to their audiences locally, nationally and internationally will significantly change how they create, curate, produce and distribute."
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