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that the audience automatically ‘doesn’t want to pay’, because none of this is true, as we will see if we examine the matter su ciently thoroughly and thoughtfully.It’s true that micropayment formulas, including pay what you want,41 are catching on (here we have the example of VOD platforms42), which again makes it necessary to re ect on the changing model the 2.0. world is bringing.We should also realise that nancial bene tsare not always sought: often engagement43, audience loyalty, creation of a community, visibility, renown or establishing a brand are su cient goals (especially in the case of brand content). We must always bear in mind what the aim of the project is and, depending on that, choose the appropriate measurements.One last note in this connection: Big Data44 also generates business, and this is often achieved by ‘giving away’ valuable content. This is another of the paradoxes resulting from the digitisation of the world: at one end we have mass data analysis and at the other the option of customising storytelling45 to the point of fully personalising it.6. A nal thoughtThe time has come to end this survey – which is inevitably partial – of the current state of a airs.As stated at the start of this text, ‘everythingis data’. To which we should add that, in order to see and understand this information, it is necessary to give it shape and meaning – which is the job of storytellers.I would like to end with a sentence as emblematic as the opening one, a quote that reminds us of the power of stories, and the reason why we carry on telling them:I’ve seen things you people wouldn’t believe. Attack ships on re o the shoulder of Orion.I watched C-beams glitter in the dark near the Tannhäuser Gate. All those moments will be lost in time, like tears... in... rain. Time to die.46Analogue or digital, everyone remembers this hymn to life, one of the most moving moments in motion picture history. Let’s carry on telling stories, then, so that neither they nor we are lost.AC/E DIGITAL CULTURE ANNUAL REPORT 201689Smart Culture: Impact of the Internet on Artistic Creation