Connecting to passion through young communities - Kulturkraft26: the V&A - Keynote by Kati Price
- Apr 29
- 2 min read
During Kulturkraft, keynote speaker Kati Price from V&A shared insights into how a focus on pop culture phenomena, fan connections, and online niche engagement can create remarkable results.
Participating in - and at times partly owning - the pop culture conversation helps one of the world’s most famous cultural institutions secure a place in the attention of younger audiences without losing its DNA. But how do we step outside our core narrative and into other people’s communities? How do we reach younger audiences in a digital reality shaped by a constant flow of content, rapidly growing trends, and high expectations of authenticity? Our opening keynote provided insights into how the right digital strategy can create meaningful relationships with younger demographics and build an audience strategy across generations.
V&A has made a major investment by launching two new museums with children and young people as the primary target groups. The foundation is an insight-led digital strategy, with the goal of ensuring that the V&A family of sites remains relevant to the museum visitors of the future. In her presentation, Kati explained how V&A uses data and creative outreach to strengthen cultural communication with younger audiences. It offered inspiration on how to connect passion, niche communities, and cultural institutions through effective digital communication.
About Kati Price
Keynote speaker Kati Price is a Digital Director with two decades of experience transforming brand strategy, audience engagement, and digital experiences across major cultural institutions. She specialises in revitalizing heritage brands, diversifying audiences, and leading cross-functional teams through complex digital and organisational change. At V&A, Kati leads Experience and Digital, bringing together content, technology, and design to deliver innovative, award-winning products and services that engage audiences both onsite and online. With a passion for connecting people with culture through the possibilities of digital technology, her work has included major brand development, large-scale digital transformation, and significant insight-led audience growth - including record membership numbers and major initiatives for younger audiences, where V&A, through an agile social media strategy, has successfully participated in trending topics and conversations on Gen Z’s preferred platforms.
3 Key Takeaways from the Keynote
Audiences are something we define. Communities are something people belong to. And that changes how you show up.
You can’t be everywhere - focus matters and formats matter.
If we take communities seriously - not just as audiences, but as cultures in their own right - we don’t just reach more people. We become relevant to them.
Download the presentation here:
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