This chapter explores the impact of cultural participation in the neo-rural ecosystem of Bizkaia, Spain, with a focus on digitalisation as a new space for audience communities. The study examines two ethnographic museums in the BizkaiKOA network near Bilbao and their connection to local audiences, using a matrix specifically designed to evaluate their rootedness. By measuring the identity variable, this research provides an in-depth understanding of each museum. The results compare two museums that provided informed consent: the Txakolin Museoa, or Txakolingunea, in Bakio, and the Euskal Herria Museoa in Gernika-Lumo. The chapter analyses the differing realities and public perceptions of the museums, considering factors such as the naming of the cultural space and its impact, the location and accessibility of the museum, collaboration with local associations, involvement in local festivals, and the commitment of the local community. The analysis also highlights the importance of the museum director’s background in fostering local connections, as well as the effective presentation of museum content, including the role of technology and its potential challenges. The chapter concludes that, despite the potential of digitisation, the museums studied still prioritise face-to-face visits, emphasising that maintaining a physical presence remains a preferred mode of engagement.