Transactional and interactive sites, virtual visual arts exhibitions, augmented reality applications, openings on social networks, incursions into artists' studios, rebroadcast concerts... So many initiatives taking the digital route that has become essential to keep the cultural industry alive. Here are three entrepreneurs who have taken the experience even further by doubling their inventiveness, discovering new possibilities and forming fruitful alliances.

The Zemmour Ballet's Tour de Force

“Starting out as a new dance company in the middle of a pandemic was quite a gamble!” Having arrived from France just a year ago, Nicolas Zemmour, dancer, choreographer and director of the Zemmour Ballet , pulled off a tour de force by setting up the first Drive-Thru Dance Festival in Sherbrooke in the Eastern Townships. Faced with the government’s hesitation regarding health guidelines, he managed to create “the most incredible experience [he] would have ever thought of, even changing the audience’s experience.” 24 soloists deprived of a stage performing on a temporary outdoor platform for 8 days, lit by headlights with coloured gels, live broadcasting, drones, applause-horns… “Having to innovate right away confronted me with many challenges, and even doubts. I took the health guidelines into consideration and explored different avenues.” I didn't know my audience yet, it was a gamble. I was able to count on the University of Sherbrooke, the City, a large number of volunteers and social networks to spread my project." In doing so, he encouraged the emergence of new talent and promoted the local cultural product.

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Above all, there is this discovery of a previously unexplored potential for the dissemination of dance: "We can go beyond the big theatres!" This revelation allowed him to set up a new business model. "I never thought I could present dance outside, or even in a car for that matter. I'm doing it again this winter. And why not a floating stage with spectators in kayaks this summer? I like the challenge of the impossible! Theatres remain crucial, but it's really a new option for dance that I love very much. Without being described as in situ, it allows me to keep my art alive and noble." Propelled to the position of president of the dance committee at the Conseil de la culture de l'Estrie, having seduced by the dynamism he was able to breathe into the region, Nicolas Zemmour does not hesitate to say that he has managed to make a name for himself in Quebec thanks to COVID-19!

The Festive! and its many variations

Clément Turgeon is also driven by the desire to offer a lively and warm artistic experience, in unusual places. This is not new for him, it is part of his trademark. "For 11 years, Le Festif! de Baie-Saint-Paul in Charlevoix has been rethinking its concepts and its model, and reinventing itself every year. It is in our DNA to use our creativity to move forward." The emerging talent competition was cancelled, school programming was adapted, and with each new health measure, a new concept. "We cancelled everything the week we were supposed to announce the Festif! programming," he says. "We were among the first to cancel instead of hoping. A week later, we were looking around to find an option. Instead of bringing people to the shows, we said we would go to them! We did the Tournée des portes and delivered 80 shows on the steps in one month."

The authorization of small gatherings led to Listening Experiences, remote album launches in an immersive and multi-sensory universe: "We developed custom "listening kits" with four renowned artists who revealed their albums to us exclusively. We bought headphones, called local restaurants and local microbreweries, planted Adirondack chairs on the bay and hung hammocks in the forest." The festival itself was cancelled before rising from its ashes, in micro format. "La Petite Affaire", with its great artists nevertheless, was able to offer shows in social distancing on bean bags, logs, while maintaining the signature of Festif!: continuing to provide unique experiences.

“We want to keep these concepts, we are planning winter listening experiences as well as winter door tours,” continues Clément Turgeon. Yves Lambert, from La Bottine sourirete, will host New Year’s Day in a heated mobile music kiosk with a built-in sound kit. These initiatives have allowed the entire team to keep working. “We worked hard, but we are not in deficit and the machine is running.”

Sectoral networks and regional partnerships

Breaking the isolation is particularly true for regional cultural businesses that already have a major visibility challenge. In April, to get motivated again, Patrick Kearney of the Santa Teresa Festival in Sainte-Thérèse in the Laurentians began contacting other regional festival directors: "I needed to talk." They shared their questions and ideas.

Regional festivals come together and gather

Le Refrain , a group of independent regional arts festivals, was created quite naturally. During the discussions, Patrick Kearney invited a cultural law lawyer to discuss copyright in digital. A grant consultant, to update government assistance. An advisor on eco-responsible events. And then, discussions with the Ministry of Tourism took place, as well as with Canadian Heritage, SODEC, and CALQ. In a few months, Le Refrain became the key point of contact between cultural, tourism, artistic, provincial and federal government organizations, and cultural businesses in the region.

Through its ability to involve partners at all levels, both horizontally and vertically, the grouping has produced a boost effect for the regions. There have been inter-sectoral connections between cultural enterprises from different disciplines, such as street arts and music at the Festival du Bout du Monde in Gaspésie.

What started out as a simple group for exchange and sharing, driven by word of mouth, quickly grew in size. "Eventually, we will have a more formal and structured membership campaign. Today, more than 90 festivals are involved." The group allows regional festivals to become more professional and organized, and it offers training and support. "For now, I play the humble role of leader, and I invite partners to train us." Realizing the nature and extent of regional needs, Patrick talks about "a digital platform that he would now like to set up to reference cultural activities by date and by region." The Minister of Regional Economic Development has just enhanced the Quebec Entrepreneurship Assistance Program (PAEN) by confirming the granting of $440,000 to Refrain to offer its members support based on their real needs.