Sebastian Chan on digital strategy for museums

Sebastian Chan, Chief Experience Officer at ACMI – Australian Centre for the Moving Image, discusses digital communication and revenue models for museums. He argues that digital is now inseparable from physical experience, yet museum digital revenue models remain outdated, mostly translating traditional income streams like ticketing. Relevance, he says, can only be measured if a museum is clear about its goals and target audiences. Key skills for a social media manager are adaptability and community engagement, not just technical expertise. Chan highlights the Cooper Hewitt Pen project, which boosted attendance, lowered visitor age, and increased collection visibility, but laments that other institutions have not followed its lead. ACMI is currently redeveloping its main site in Melbourne, positioning digital at its core as the national museum of film, TV, video games, digital culture, and art. Chan recommends Robin Sloan's novel 'Sourdough' as a witty meditation on tech culture.