[People’s Pick Panel] Midnight Matches: Rethinking Media for World Cup 2026

2026

While brands fight for milliseconds, culture operates on a different frequency. You don't "accidentally" attend a concert. You choose it. Music and cultural institutions still remain some of the rare spaces where attention is willingly given. So what if culture isn’t a "nice-to-have" sponsorship line in the budget, but one of the last environments that still generates trust, emotional depth and undivided focus? The Croatian Music Institute set out to test that idea with both qualitative and quantitative research on how audiences perceive culture, music and cultural institutions — and they are ready to share it with you. 



In a conversation moderated by Boris Trupčević (Business Director, Croatian Music Institute), Gorana Barišić Bačelić (Director, Tvrđava kulture Šibenik), Tatjana Rajković (Founder and Consumer Insights professional, Kabinet 3C &amp; Praktikum) and Karlo Stojčević (Partner, Tvoj Domagoj) will explore how cultural spaces can function as contemporary communication channels without losing authenticity and whether collaboration models exist that deliver real reputational value and long-term impact. If culture truly creates trust, presence and deep emotion, maybe it's time we stop treating it like a side dish and more like a serious media investment.