Where is your culture

At the onset of the global pandemic, the public institution for tourism, culture, sports and youth Metlika initiated and organised performances by cultural artists with the aim of highlighting the marginalised position of culture in the country, while also supporting the development of the equally overlooked region of Bela Krajina as a cultural destination.

During the World War II, Bela Krajina was the birthplace of Slovenia’s cultural renewal. For this reason, the first phase of the project focused on organising performances by compelling performing artists from both the region and beyond. The initiative relied on the region’s curious and diverse audience, as well as on the tourist character of Bela Krajina, which attracts many visitors each year from near and far.

The long-term vision of the project is based on the idea that Slovenian culture can also be developed through decentralisation, enabling a greater flow of cultural events into smaller towns across the country. In addition, the Metlika institution recognises strong potential in connecting cultural and tourism offerings, thereby enriching the visitor experience in Bela Krajina.

The first step in this direction was the organisation of performances by performing artists. Slovenian artists from various disciplines performed in front of the camera at different locations across Bela Krajina. The aim was to emphasise the importance of the audience’s physical presence as a cultural counterpart, to draw attention to the neglect of culture in light of pandemic measures affecting artists’ work and livelihoods, and to demonstrate the potential of Bela Krajina as a cultural tourism destination.

In selecting participants, the organisers aimed to strike a balance between well-known and lesser-known performers, thereby promoting both the visibility of the region and the recognition of the artists. Performances were held exclusively for the camera at selected locations across Bela Krajina. Among the performers were the well-known Slovenian hip-hop artist N’toko (at the Metlika Youth Centre), outstanding violinist Maša Golob (at St Anne), renowned organist Tomaž Sevšek Šramel (Tri fare), the powerful dancer Maša Kagao Knez (in the Kolpa River near the Lovšin estate), accomplished playwright Kim Komljanec (at the historic Obrh water source), as well as local performers such as the acclaimed Bela Krajina vocal group Lan Metlika (in the steljniki) and the exceptional tamburitza orchestra Dobreč (in front of Gradac Castle), recently known for the world’s first tamburitza opera Ambrož and Katarina.

The performances were organised as pop-up cultural events but primarily conceived and recorded for online viewing. The goal is to encourage reflection on the evolution of cultural production and participation, and to demonstrate that culture can be brought virtually anywhere. After the lifting of health restrictions, the play Gejm by the Mladinsko Theatre will also be staged in Bela Krajina. At the initiative of Miha Blažič – N’toko, the Metlika institution took part in organising the event and recognised it as one of the first tangible outcomes of the project “Where is your culture, *****”. The organisers hope for many more such initiatives and collaborations.

As a public cultural institution, the Metlika organisation is also committed, through this project, to actively advocating for the restoration of cultural heritage, the promotion of art and artistic expression, and the proper recognition and valuation of cultural workers. It also aims to raise awareness of the marginal position of culture in society and to contribute to its demarginalisation.

The problem – the marginalisation of culture
In smaller countries, culture cannot be left to the market alone to determine which cultural expressions survive and which fade away. Culture is based on a reciprocal relationship: audiences influence cultural expression, and cultural expression shapes audiences. In Slovenia, the market is so small that the purchasing power of cultural consumers is often insufficient to sustain artists. As the cultural market becomes less diverse, trends of reduced supply and declining standards are already emerging. This is closely linked to the erosion of cultural values such as dialogue, ethical standards and empathy. These values are directly connected to the quality of cultural and artistic production, whose role is not only to entertain but also to shape a critical, open, educational and tolerant social environment. As culture is increasingly treated as merely a branch of the entertainment industry and measured by sales figures, the type of culture that enriches life and develops civilisational values is becoming increasingly marginalised—something that can be particularly detrimental in a small cultural space like Slovenia.

Bela Krajina – a refuge for culture
A similar story applies to the region of Bela Krajina, which is often pushed aside and therefore understands this issue well. Just as many cultural workers are moving into other professions or the entertainment industry, many young people from Bela Krajina are leaving the region. 
Yet Bela Krajina has also been the birthplace of many Slovenian cultural initiatives, institutions and works of art. As a region that played a key role in establishing Slovenia’s cultural system after the Second World War—and as the homeland of one of Slovenia’s greatest poets, Oton Župančič, as well as some of the earliest reading societies—it now feels both responsible and capable of offering a home to cultural expressions that might otherwise be pushed to the margins. The cultural openness of Bela Krajina is reflected in strong interest in cultural heritage, high participation in voluntary cultural associations, and numerous self-initiated cultural activities. Attendance at such events is also remarkably high, which is of great importance for marginalised culture. For this reason, Bela Krajina is ideally suited to support, revitalise and promote cultural expressions that are often overlooked.

The inclusive and constructive nature of culture
By its nature, culture is pluralistic, open and oriented towards dialogue and constructive exchange. A general lack of resources—limited audiences, funding and recognition—should not lead to competition over scarce opportunities, but rather to mutual respect among those who continue to contribute to culture despite challenges. Cultural creators who are less marginalised should, whenever possible, support smaller and independent artists.
Equally important is the broader integration of culture and tourism. The Metlika institution has therefore set the goal of bringing cultural offerings closer to experience-seeking audiences, while also raising awareness that culture deserves direct, personal support through attendance at live cultural events.