(Telestock) – Culture is living matterwhich evolves and grows with the human race and which represents it in its changes: for this reason art forms are increasingly moving towards the hybridization and they try to mix languages, to remain usable and in step with the times.
This is the case of the theaterone of the oldest art forms that mankind has developed and refined: to stay close to the public and not lose any segment of it, figures who have very little to do with acting but who have the great merit of bringing large segments of the public closer to the medium take their place on the stages of Italian theatres.
Let’s talk about the content creatora category that has recently been recognized as artistic and that the Ministry of Culture has decided to subsidize with 1.5 million euros: in this case too we are talking about hybrid figureswhose professionalism blends with the varied world of social networks and especially ofinfluencer marketing.
A world that is facing big changes and which has seen sensational changes of guard at its top, but which continues to move significant sums of money: in 2023 the influencer market has reached a value of in Italy 323 million euros in terms of investments, +10% compared to 2022, while at the global has surpassed the 30 billion dollars in 2023, with the prospect of reaching 50 billion in 2028.
Even the culture it is a sector where content creators, becoming in this case digital disseminators, can effectively have their say: on TikTokthe platform that rewards creativity the most, there are several hashtags launched to tell the beauties of Italy, for example (#tiraccontolitalia) or the most beautiful museums (#MuseumMoment), but also #artforall. In general, on social networks, young people and very young people easily choose their niche, talking about their passions and in many cases managing to reach thousands of peers.
Another rapidly growing segment, which conquers not only the GenZ but also and above all the millennialare the podcast: in this case too we are talking about numbers in rapid and constant growth and a very lively advertising market. According to the OBE research carried out with BVA Doxa and published in the Sole 24 Ore, in 2022 there were 13 million listeners of podcasts. However, this is not a temporary trend, 53% of those interviewed, in fact, say they listen to them regularly. On average, according to a survey by the Digital Content Observatory, consumers Italians spend 22 minutes a day listening to podcasts.
The new frontier of podcasting, which arrives in Italy after having already become a cult in the United States, is the live podcast: a live show that involves audience interaction and has ways of enjoying it, on the spot at the time and later, via podcast. Something that had already started with the very popular Professor Barbero’s lessons and that is going ahead in every area, from stand up comedy to interviews. Because very young people, GenZ in fact, after having experienced a pandemic first-hand, have started to give back to the live event, to sharing, to the out-of-the-room, the importance it deserves.
In this context, in Rome an ancient theatre, which has been active for over 70 years, has decided to start the new season in the name of hybridity: it is the New Orion TheaterAppio Latino district, which after having seen actors such as Ugo Tognazzi and Gigi Proietti go on stage has decided to present itself to the public with a hybrid identity, label freeno longer as a theatre but as a multifunctional space, rewarding the unpublished and making available to art, culture and aggregation, a platform – with double stage and off space – open 7 days a week.
For 2024/2025 there will be 14 new shows proposedincluding 4 original productions, more than 150 artists involved in national previews and innovative formats that cater to all tastes and ages, including new performances and creators who for the first time leave the digital dimension to take to the stage. Shows and experiences will alternate between the big stage and Scenea completely renovated foyer which for three days a week (Monday, Tuesday and Wednesday) will become a social club, a place open to all with the right atmosphere and its own original program made up of art, music, talks, acting performances and many other events.
Any names? Fabrizio Colicadirectly from the duo Le Coliche, the Avengers – aka Virginia Benzi (Quantum Girl); Matthew Alviani (Dexter); Erik Viotti (The Mountain Professor), Vincenzo Mauro (3minutes with a teacher) and Richard Azzali (philosophyscience) – i PotaBoyz and many more.
In the name of a theatre that is no longer stuck in the past but is already Beyond.