What do artistic voices need to take shape? Is it found in the freedom of spontaneous collaboration or does it thrive within the structured support of established institutions, such as a renowned theatre?
After my conversation with Lot Scholten (they/them) – part of the Marketing and Communications Team at Frascati – I came to appreciate that finding the right balance between structure and freedom is not merely important—it's key for creativity to thrive.
We need a framework to develop our ideas, but we also crave the liberty to explore and innovate. Frascati practises this balance every day. Recognised as one of the Netherlands' older yet most innovative theatres, it aims to support both accessible artistic expressions and deeper artistic explorations, fulfilling its mission as a respected institution dedicated to the arts while providing a nurturing home for young voices. Lot shared insights on how the right digital foundations are essential to achieve this.
Frascati: a makers’ house where art takes shape
Lot has a background in science, but they have always felt a pull towards theatre because of its unique impact on audiences. “Theatre offers a way to tell stories that goes beyond what a book or a film can do. The live element combines emotions, visuals, and sound, creating an immersive experience. When everything comes together, you really feel like you’re part of something special as an audience.”
This appreciation for the power of theatre led Lot to join the team at Frascati, the Amsterdam theatre that they describe as a true makers’ house dedicated to supporting artists.
Frascati, established in 1810 as an Italian coffee house, later transformed into a chic gathering hall. It emerged during a time when Amsterdam's nightlife began to flourish, alongside other theatres of the era such as the Grand Salon des Variétés, Victoria, and Tivoli. Over the years, Frascati has undergone numerous transformations, evolving into the vibrant and dynamic theatre it is today.
Lot explains that Frascati serves both as a receiving and production house, providing creators with a wealth of opportunities to express themselves—such as residencies, workshops, and premieres of new works.
Frascati’s diverse programming is anything but straightforward, igniting lively conversations between art and society. They also embrace a fluid approach to discipline on stage. “Frascati productions bring together artists from various backgrounds such as dance, text-based theatre, performance, mime, and more,” Lot explains.
The common thread running through it all? Young, fresh voices. Recently, the team rolled out Het Verbond, a creative incubator aimed at new talents. This initiative not only gives artists a space to explore their ideas but also provides personalised support to help them sharpen their voices and connect with other creatives.
Lot proudly points out that their audience tends to be younger compared to other theatres in the country. This, we agree, can be attributed to a rising awareness of cultural intersectionality—the understanding that multiple identities and narratives can coexist and enrich the artistic landscape.
By embracing a diverse array of artistic expressions, Frascati not only cultivates a more inclusive cultural dialogue but also attracts a varied audience eager to engage with these new perspectives.
Building digital foundations for creative freedom
In a makers’ house like Frascati, creativity and practice is in the air. It doesn’t quite resemble a typical theatre. There’s a lot happening at once. We see playwrights deep in thought, fine-tuning their scripts in rehearsal rooms, dancers stretching and leaping in studios to explore new movements, programmers tinkering with their machines, and visitors wandering through. So, how does Lot and their team navigate this whirlwind of creative activity?
“Our team serves as the backbone of what happens on stage, utilising digital tools to ensure everything runs smoothly. We organise schedules, manage resources, and facilitate communication among the various ongoing projects that are displayed on the website.”
Lot joined the Frascati team at a crucial moment, stepping in right as the world was beginning to reopen after COVID lockdowns. It was also a time when the digital foundations were being laid to support the creative energy brewing in the coming years.
As Lot stepped through the doors for the first time a couple of years ago, they were greeted by colleagues who were busy migrating from an outdated CMS to the Peppered platform—an early indication of a new chapter for Frascati.
“Before I arrived, our team faced challenges with our complex identity as a makers’ house and how to establish a solid digital foundation for it. We had three separate websites that linked to one another.”
A more cohesive website was essential for Lot and the team. “With CultureSuite and Peppered, we’ve gained the right tools to manage the creative energy under this roof,” Lot explained. “These platforms help us define our different 'brands'—the various programmes we offer—each attracting diverse audiences and showcasing unique artists.”
Nurturing new voices in the digital age
Lot relies on the Peppered platform nearly every day, and I'm curious about how they utilise it. “We’re marketers who help artists navigate communication and visibility,” they explain. For each artist, Lot tailors a timeline that outlines their collaborative steps while prioritising their unique marketing vision.
“I work on the biography pages and ensure everything is seamlessly linked,” they add. Lot’s days are filled with close contact with artists as they develop their performances. From the start, Lot helps shape the campaign image, identify target audiences for each piece, and organise the premiere.
This digital framework not only streamlines Lot’s workflow but also provides the artists with a sense of direction in presenting themselves. “Some artists are natural influencers, always sharing their work and thinking about their audience,” they note. “But others are more focused on the artistic product, not public representation as a maker.”
Lot observed that these young artists want to share their work with others but can struggle to connect with a broader audience. They emphasise that the Frascati website and a solid digital presence is really beneficial for them.
It’s all about striking a balance between maintaining artistic exploration while shaping the work in a way that draws the audience in. “The best part for me is working with people who want to explore artistically and highlight important societal themes while figuring out how to navigate the professional world,” Lot says.
One such collaboration is with artists on the campaign for Toni Blackwell’s first production under their banner, Voor Junkies Die De Wereld Gaan Redden, set to premiere on November 28. The show explores the lives of young people seeking their place in society while getting lost in the escapism of nightlife, particularly within the queer and activist scenes.
Balancing accessibility and artistic exploration
Looking ahead, Lot and their team are eager to focus on inclusivity and digital accessibility. In a time when access to the arts is more crucial than ever, they emphasise the importance of supporting experimental forms and diverse narratives.
However, Lot reflects on the complexities of digital personalisation. While making content easily discoverable is crucial, they're mindful of not over-curating the experience, especially in a makers' house like Frascati.
“Online development can be a bit of a paradox,” they explained. “On one hand, we want to share a wealth of information and personalise the experience for both our audience and our artists. On the other hand, I believe there should always be room for exploration. We don’t want to be overly curated or tailored only to what our audience thinks they want—whether that’s online or in the theatre.”
They add, “While personalising website functions for visitors, similar to how Netflix operates, might seem appealing, it can risk pigeonholing people into narrow categories. For instance, if we classify users solely based on their interest in spoken word performances, we might inadvertently shut them off from other artistic forms—like theatre, visual arts, or music—that they could truly enjoy if given the chance to experience them.”
Lot aims to strike the right balance to foster a vibrant space for artistic exploration at Frascati, benefiting both artists and visitors. “We want to be a place where exploration can happen while also providing structure. Our current digital framework and the support from our team enable us to achieve this. This is how diverse artistic expressions thrive, inviting audiences to explore and discover the richness of the arts in all its forms.”
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