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Cultural organisation must focus on their artistic and cultural goals, but also contribute to solving social, economic and environmental problems. Currently circular economy is the newest approach to sustainable development and one of the key global challenges. On the micro level business models must change into more circular ones. In this regard using digital technologies and virtualisation remains one of the least researched areas of circular business models. The aim of this paper is to better understand how cultural organisation use digital technologies to build more circular business models. First, this paper employs a literature review to propose a conceptualisation of circular business model framework. In the next step the instrumental case study of YouTube Symphony Orchestra has been conducted to analyse how virtualisation has been applied to business model components. The results allowed to describe …