New £6m immersive tech programme for cultural organisations

A new £6m programme aims to equip the UK cultural sector with the skills to develop projects using immersive technology.

The three-year XRtists programme is a joint initiative from the arts councils of England, Wales and Northern Ireland, Creative Scotland, and the Arts and Humanities Research Council (AHRC).

The programme will begin in 2024, once a consortium has been chosen to run it. Applications are currently being invited from universities, independent research organisations, cultural organisations and creative businesses.

Plans for the programme include training and funding opportunities for artists and cultural organisations, including museums.

An annual industry showcase is also planned, which will support the "ongoing development and distribution" of immersive work.

The successful consortium will be expected to carry out research around new business models for immersive content.

Darren Henley, Chief Executive at Arts Council England, said the programme will "draw on the wealth of creative talent across our performing arts, galleries, museums and other cultural organisations to unlock new ideas and applications for immersive technology, while developing skills in these powerful emerging technologies across the cultural sector”.

AHRC Executive Chair, Professor Christopher Smith, added: “XRtists will build on previous investments to unlock further innovation and economic growth and will bring the power of immersive technology to new audiences and partners.”