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Culture in the time of the pandemic

The 21st century is digital or not at all. That’s how the current decade should have started, and 2020 is bringing, sadly not for the right reasons, an acceleration of digitization and businesses moving online, just as social interaction is slowly moving online. This series of articles will therefore explore, in the new global context, how the private sector is trying to fight both the healthcare crisis and, more importantly, the social and economic crisis. We will first present how companies or entrepreneurs have adapted to this situation and how some of them have adapted to remain relevant.

The analysis covers sectors as diverse as retail, culture, professions, education, creative industries, financial banking, and government institutions.


Culture has always been a Cinderella in the current economic landscape, although the diversification of alternative or underground methods of expression and means of dissemination has increased significantly in recent times, especially in the virtual space. There are numerous platforms on which artists and content creators can assert and develop themselves, and the recent crisis keeping audiences away has led to a reorientation exclusively towards this medium.

Thus, we are witnessing moves and fallbacks along with a response speed worth considering. Whether by choice or by necessity, but already with a head start given by the growing trend, institutes and institutions, artists and cultural communities have moved to the online environment to remain present and, above all, to avoid running out of financial gains. The logical shift has also been complemented by the growing demand for content because the consumer population is stuck at home and their time has to be filled with something.

With this in mind, from stand-up comedians to actors to musicians, existing cultural entities or ad-hoc formats are streaming their shows online, on established streaming platforms such as YouTube channels or other social media platforms, such as TikTok, Facebook, or Instagram.

Artists’ initiatives exist – the most notable ones would be: unteatru, Bulandra, Țăndărică, Ion Creangă, Teatrul de Comedie, amongst theatres. Comedians started doing podcasts, broadcasting on their own YouTube channels, Vița de Vie and Byron are releasing their new albums via live streaming. There are also financial support initiatives, such as micro-grants from the Association for the Development of Romanian Film, which gives grants to actors to help them through this period, or the #ActorIndependent movement.

Recently, the Pandemix Collective movement, initiated by S.Y.L.A. and VAIB as an online project dedicated to supporting Romanian artists, producers, and audio-video technicians, is launching on the Facebook pages of Support the local artists and Vaib new material by artists, along with making-of videos, to create a picture of the tremendous behind the scenes work and to raise awareness about the situation of artists during this period. With the same tone of voice, music management, booking, and PR agency Overground Music is launching a music streaming service, an online library of live concerts by Romanian artists, directing revenue generated by the platform to the artists.

Similarly, we mention the online festival on TikTok created by Global Records and Virgin Radio, the TikTok HomeBall marathon organized by TikTok Romania with the participation of the biggest music production houses, and the latest initiative also by Global Records, which launches the Home Edition project to support the idea of #statacasa, where artists film their videos, in their own home..


Andreea Brutaru

Account Manager Minio Studio