What Is Vibe Coding
Vibe coding is a concept in software development popularized by renowned Computer scientist Andrej Karpathy, that involves using artificial intelligence to generate code from natural language prompts. It describes how framing, language, and atmosphere shape audience perception as much as the content itself. In other words, people respond not only to what something is, but to the “vibe” it communicates.
Rick Rubin has recently brought this idea into the creative industries. In his forthcoming book on vibe coding, he argues that artists have always worked this way — crafting tone, mood, and energy as carefully as the work itself. The term may be new, but the practice is embedded in artistic tradition.
Why It Matters for Cultural Enterprises
Cultural experiences are never consumed in isolation. Audiences interpret subtle signals, whether a space feels welcoming or closed, whether language feels inclusive or elitist, whether a program feels alive or dated. Institutions that intentionally “code the vibe” of their work can amplify relevance, expand access, and deepen loyalty. Those who neglect it risk delivering strong content that is undermined by a weak perception.
Case Evidence
Tate Modern and Signals of Openness
Tate Modern projects accessibility through free entry, explicit language, and bold visual campaigns. The content matters, but the surrounding atmosphere signals openness and inclusivity, positioning the museum as a cultural hub rather than an elite enclave.
SXSW and the Energy of Invitation
South by Southwest thrives not only on programming but on the vibe of discovery. Its atmosphere encourages risk-taking, making participation feel like joining a movement. The coded signals of experimentation are as important as the acts themselves.
OpenAI and Everyday Voice
In the technology sector, OpenAI framed ChatGPT not as a technical product, but as a helpful assistant. This accessible tone shaped adoption and positioned AI as approachable. For cultural leaders, the lesson is clear: perception can determine whether innovation feels intimidating or inviting.
Risks to Watch
Risks include creating inauthentic atmospheres that promise more than the experience can deliver, sending subtle signals that reinforce exclusivity or elitism, or relying too heavily on vibe without the substance to support it.
Strategic Guidance for Cultural Leaders
- Audit the vibe: Gather feedback on how audiences actually perceive the institution.
- Align signals and substance: Ensure tone and experience are consistent with the mission.
- Design atmospheres: Curate language, space, and rituals with the same intentionality as programming.
- Adapt deliberately: Refresh signals as expectations shift, without losing identity.
Shaping Meaning Beyond Content
Vibe coding highlights a truth that artists have long understood: perception is part of the work. By managing framing and atmosphere as strategic assets, cultural leaders can align intention with experience. The concept may be new in language, but in practice, it is timeless, and mastering it is essential to cultural relevance today.
