Klaipėda Concert Hall director urges cultural groups to embrace attention economy

Cultural organisations in Lithuania now compete for the public’s time and attention rather than just ticket sales. Audiences choose between concerts, movies, restaurants, sports events, weekend trips or staying at home with streaming services, so a brief, clear message is essential.

Director of Klaipėda Concert Hall Tadas Grabys says the sector lives in an “attention economy” where thousands of information messages arrive daily, and a few seconds decide whether a programme is noticed. He stresses that strong artistic programmes must be presented clearly and attractively.

Integrated marketing agency Paperplanes Agency head Dovilė Padegimaitė notes that the shift affects all brands, not only culture. Audiences now expect clarity, authenticity and a consistent experience across channels. Visual identity is no longer just a logo; it is a strategic system that builds trust and helps audiences navigate the information flow. The recent overhaul of Klaipėda Concert Hall’s festival visual system illustrates this new approach.