Competition has never been greater for online audiences. Arts organisations are up against many other organisations that are both building and creatively utilising existing platforms and services such as Minecraft, YouTube, Vine, Twitch, Twitter, Vimeo, Instagram and more to grow communities. We look at what it takes to cut through in this space such as how to create great content and execute viral campaigns. We explore where digital audiences are congregating to understand where best to put our limited resources. We also look at what they are doing in online worlds such as Minecraft and how we adapt our behaviour and approach to connect with them. On this panel we hear from content creators, content platforms and digital entrepreneurs from inside and outside the cultural sector who are innovating in this space.