In this episode of the Digital Culture Podcast, James Akers speaks with Katy Farrell and Nicola Barratt, the Social Media Tech Champions, on the whirlwind of digital change in 2025 and look ahead to what 2026 will bring. They unpack everything from AI slop flooding our feeds, to the rise of vertical video, evolving engagement metrics, the increasing role of search across social platforms, and the wellbeing challenges faced by social media managers.

They discuss:

• Why audiences increasingly value real people and real stories
• How social search is transforming content discovery
• What steps can be taken to avoid staff burnout

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)

Newsletters to keep up to date on social:

• Dan Slee’s weekly newsletter
• Matt Navarra’s Geekout Newsletter
• Digital Culture Network newsletter

Connect with Katy and Nicola on LinkedIn:

• Katy Farrell
• Nicola Barratt

Great content examples:

• Creating Paddington’s oranges from Alice Esme Greenacre
• Smashing pumpkins from Royal Armouries
• Traitors round table from National Museums Scotland
• TK Maxx trend from Thackray Museum of Medicine

• Emplifi 2026 report – findings from a survey of more than 560 marketers

Music by ⁠⁠SHAR

This episode of the Digital Culture Podcast flips the script as Jack Roscoe takes over hosting duties and interviews James Akers, Tech Champion for Data Analytics and Insight. James shares his journey into the role, the importance of data in the creative and cultural sector, and practical advice for organisations on managing, analysing, and presenting data effectively.

The conversation covers everything from starting small with data, automating processes, and building resilience through data ownership, to the future impact of AI on analytics.

They discuss:

• What data is and why it’s important.
• Why starting small can help build your data confidence.
• How technology and automations can save time and unlock insights.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Saddling up for success: Your guide to harnessing data - an on demand webinar about how data can be used across different teams to improve efficiencies, measure performance and inform actions
• How to automate your social media reporting - in this article we explain three methods you can use to consolidate your data, save time, and tell your story
• Getting started with Google Looker Studio - how Looker Studio can be used to create interactive and shareable reports to help you see how you are performing, if you're on track to reach your objectives, and identify opportunities for change.
• Responsible AI Practical Toolkit – a framework to help creative and cultural organisations that want to create their own Responsible AI policies and practices
• Charity Digital Skills Report – annual survey from Zoe Amar
• Storytelling with data – the fundamentals of data visualisation and ways to present
• Everything I know about life I learned from PowerPoint - a book with great tips for simplifying information and making engaging presentations

Music by ⁠⁠SHAR

In this episode of the Digital Culture Podcast, James Akers speaks with Monica Thomas, Tech Champion for Search Engine Optimisation, about how Search Engine Optimisation (SEO) is evolving in the age of Artificial Intelligence (AI). Monica explains what SEO really means today, why AI is changing the way people discover cultural experiences online, and how organisations can adapt to stay visible. She also shares practical advice on using Google Ad Grants, a program offering charities free daily advertising credit to promote their mission.

The conversation covers everything from structuring content for AI-driven discovery to understanding new tools like structured markup and llms.txt, making this a must-listen for anyone navigating the future of digital marketing in the cultural sector.

They discuss:

• What SEO really means today and why it’s not just about keywords anymore.
• Why AI is reshaping Search and what that means for arts organisations.
• How to optimise your website for both traditional search and AI-driven discovery.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)

• How to apply for and use Google Ad Grants
• Watch Monica’s recent webinar about Google Ad Grants

• Read One Further's report 'The impact of AI Overviews in the cultural sector'

Music by ⁠⁠SHAR

In this episode, James talks to David Yard – Head of Marketing at the Gulbenkian Arts Centre, winners of a 2025 Digital Culture Network Award – about how the team transformed its digital marketing approach to boost cinema audiences and strengthen its online presence.

With support from the Digital Culture Network, Gulbenkian repositioned its strategy to tackle post-pandemic challenges and increased competition. The project included revamping the website for a better cinema experience, launching a dedicated Instagram channel, and using creative on-campus campaigns to engage students. These changes led to a 75% increase in student attendance and set the stage for future audience growth.

They discuss:

• Why redesigning the website to reflect cinema user behaviour improved the booking journey
• How combining physical signage with QR codes drove hundreds of click-throughs and boosted engagement
• What steps small arts teams can take to integrate digital tactics with wider marketing strategies

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Learn more about the Gulbenkian’s Digital Culture Award win
• Check out the Gulbenkian’s revamped cinema listings

Gulbenkian Arts Centre was awarded a Digital Culture Network Award in the 2025 Digital Culture Awards. 

Music by ⁠⁠SHAR

In this episode, James interviews Jonny Goode - Communications Manager at Blast Theory and winner of the Digital Ambassador award at the 2025 Digital Culture Awards. Jonny shares their journey from joining the organisation in 2021 to leading a transformative approach to digital communications, data strategy, and audience engagement.

They reflect on the development of Blast Theory’s comms strategy, the impact of AI-driven project Cat Royale, and the importance of transparency and knowledge-sharing in the arts.

James and Jonny discuss:

• How using automated data dashboards to streamline reporting can free up time for strategic thinking and creative planning.
• What Blast Theory’s shift to behind-the-scenes, artist-led content revealed about audience engagement and storytelling online.
• Why advocating for digital tools and sharing knowledge and personal insights has helped Jonny support better digital practice across the arts.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Explore Jonny’s Digital Culture Award win
• Learn more about Blast Theory’s Cat Royale project
• Check out some of Blast Theory’s useful resources & templates shared in the episode

Jonny Goode won the Digital Ambassador category in the 2025 Digital Culture Awards. The winner of this category was decided by a panel of experts, led by Zak Mensah - Co-CEO of Birmingham Museums Trust.

Music by ⁠⁠SHAR

In this episode, James talks to Samia Malik – singer-songwriter, visual artist and one of the winners of the Digital Culture Network Award – about how she transformed her creative practice through digital innovation.

With support from the Digital Culture Network, Samia developed a digital-first strategy for her project ‘Songs to Heal and Empower’, using targeted ads and audience data to grow her following and build a strong online presence. Her latest project, ‘Azaadi - A Journey to Freedom’, continues this work with a focus on reaching global audiences and building online communities.

They discuss:

• How Meta and YouTube ads can be effective in reaching millions beyond existing networks
• Why using digital platforms can help artists share work and connect with wider audiences
• What practical steps artists can take to build online communities and grow their digital presence

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Explore Samia’s Digital Culture Network Award win
• Head to Samia’s website to explore her music and other work

Samia Malik was awarded a Digital Culture Network Award in the 2025 Digital Culture Awards.

Music by ⁠⁠SHAR

In this episode of our Digital Culture Awards series, James talks to Flo O’Mahony and Amy Smith from Zoo Co – joint-winners of the Digital Inclusion category - about their production ‘Perfect Show for Rachel’.

Created with and for Flo’s sister Rachel, who is learning disabled, the show places Rachel at the heart of the creative process as live director. Using a custom-built desk with 50 tactile buttons, Rachel controls lighting, sound, video, and cast actions in real time.

Flo and Amy share how the project evolved from early improvisation and iPad experiments into a fully staged production with a cast of 13, live scribe, British Sign Language (BSL) interpretation, and a touring workshop model that empowers other learning disabled people to direct their own stories.

They discuss:

• How starting with people - not tools - led to meaningful digital innovation and inclusive creative practices.
• Why treating Rachel’s decisions as dramaturgy reshaped the company’s approach to collaboration and access.
• What new possibilities emerged – from touring workshop models to the creation of an access equipment library for artists.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Explore Zoo Co’s Digital Culture Award win
• Learn more about ‘Perfect Show For Rachel’
• Find out how to access Zoo Co's free Access Resource Library

Zoo Co were joint winners of the Digital Inclusion category in the 2025 Digital Culture Awards. The winners of this category were decided by a panel of experts, led by Tom Ryalls - Cultural Consultant, Strategist and Writer.

Music by ⁠⁠SHAR

In this episode, James Akers speaks with Louisa Sanfey and Tam Gilbert from Extant – winners of the Digital Inclusion category at the Digital Culture Awards – about their powerful project, 'Unseen'.

The project began as a response to 2022’s The Unseen report, which explored the intersection of visual impairment and domestic abuse. Extant’s creative team - made up largely of visually impaired artists - worked alongside people with lived experience through creative writing workshops to develop a 45-minute audio drama.

Louisa and Tam explain how the project went on to influence accessibility in sound design software, inspire live performances and panel events, and contribute to sector-wide training and advocacy.

They discuss:

• Why digital storytelling can be a powerful tool for raising awareness and driving change around underrepresented experiences.
• How inclusive digital practices enabled a collaborative creative process and extended the project’s reach.
• What unexpected outcomes emerged - from influencing accessibility in creative tech to shaping cross-sector partnerships.

This episode includes discussion of domestic abuse and violence. While no specific personal experiences are described, some listeners may find these themes sensitive.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Find out more about Extant’s Digital Culture Award win
• Listen to 'Unseen'
• Learn more about The Unseen report

Extant were joint winners of the Digital Inclusion category in the 2025 Digital Culture Awards. The winners of this category were decided by a panel of experts, led by Tom Ryalls - Cultural Consultant, Strategist, Writer.

Music by ⁠⁠⁠SHAR