The Dutch International Tangoweek foundation is investing in artificial intelligence and machine learning to interest new and diverse audiences in Argentine tango. Where the cultural sector often speaks in fine words about innovation and audience broadening but shows little decisiveness in this, Tangoweek is now taking concrete steps to bring change. This project is financed entirely from private funds.
Through advanced algorithms and data-driven analytics, Tangoweek identifies potential audiences and optimizes communications with interested parties. Publicly available data is used for this purpose. Machine learning models are being used to recognize patterns in audience behavior and tailor campaigns more effectively to different interest groups.
This strategy makes it possible to reach people who previously did not naturally come into contact with Argentine tango. The combination of digital marketing techniques and artificial intelligence raises awareness of tango as a form of music and dance, and addresses a wider audience in a targeted way.
With this approach, Tangoweek proves that innovation in the cultural sector does not have to be just a talking point, but can actually lead to action and impact. The knowledge and experience gained is available to other cultural institutions for a fee.
