Franco Broccardi calls for cultural sector to embrace entrepreneurship and technology post-COVID

In an opinion piece on Artribune, Franco Broccardi, a chartered accountant specializing in cultural economics, argues that the Italian cultural sector must move beyond seeking emergency funds and instead adopt entrepreneurial strategies, digital tools, and systemic collaboration to survive the post-COVID era. He criticizes the 'noise' of online debates and the recycling of old ideas, urging cultural operators to focus on long-term sustainability. Broccardi highlights initiatives like dining bonds from US restaurants, adopted by Italian bookstores such as MarcoPolo in Venice, and Carlo Fuortes's proposal for cultural credit instruments. He stresses the need for cultural institutions to learn business fundamentals, build networks, and leverage technology to reach new audiences, especially as mobility remains limited. The article references Peter Sloterdijk's idea that humanity depends on technology and Henry Laborit's metaphor of sailing through storms to discover new shores. Broccardi calls for an end to 'prima donna' attitudes and a shift toward a shared, service-oriented cultural economy centered on people rather than institutions.