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  2. Understanding audiences

Understanding audiences

An Arts Professional Feature in partnership with The Audience Agency
face masks drying on a washing line

Beyond core audiences: culture’s currency lies in staying current

25 November 2020
Feature

In a constantly changing landscape, the ability to understand and respond to audiences’ changing preferences and behaviours is vital. Anne Torreggiani shares findings from the first wave of The Audience Agency’s COVID-19 Monitor.

Person in balck adidas cap sitting on a bench writing in a notebook

Breaking new ground: how do the arts affect mental health?

15 October 2020
Feature

Research into the relationship between culture, health and wellbeing could unlock an understanding of how the mental health of young people can be supported by cultural activity. Dr Robyn Dowlen talks to Anne Torreggiani about progress so far.

Lesley Cherry’s work replaced a contentious paramilitary mural under the Arts Council of Northern Ireland’s Re-imaging Communities Fund

Making progress: towards a citizen-led future

10 September 2020
Feature

Cultural democracy is not in the gift of most cultural institutions, but that doesn’t mean there’s no role for them, says Anne Torreggiani.

silhouette of a person looking up at a coloured starry sky

2020 festivals: there’s no going back

9 July 2020
Feature

Having flexed our innovation muscles in response to the pandemic, now’s the time to assess what we’ve done and use this knowledge to develop new ways of working on a larger, longer-term scale. The Audience Agency team looks to the future of festivals online.

two children at dusk on a beach holding hands and looking at what looks like a jellyfish in the sky

Why creatives should design the experiences of their art

10 June 2020
Feature

Competition in the ‘experience economy’ combined with the circumstances of the pandemic mean it’s time for the cultural sector to think harder about the experiences that audiences would like to have – and are prepared to pay for, says Patrick Towell.

the bare arms of a group of mixed-race people stretching out hands on top of each other in a circle

The win-win-win of volunteering

14 May 2020
Feature

Define. Diversify. Develop. This 3-D approach to working with volunteers will ensure that your volunteer programme adds value for everyone involved, says Lucie Fitton.

A photo of a smartphone being held up in a concert audience

Time to ditch old-school approaches to audience development

12 March 2020
Feature

Technocratic, old-school approaches to building audiences have only worked among privileged groups. The sector needs to think harder about what people actually want, says Anne Torreggiani.

A photo of band performing on a brightly lit stage

A tale of two regions? Engaging arts audiences in the West Midlands

13 February 2020
Feature

Striking differences between urban and rural areas make a strong case for a dual regional policy, argue Anne Torreggiani and Zoe Papiernik-Bloor.

A photo of a shared workspace

The moral case for making money

12 December 2019
Feature

Patrick Towell explains why underpaying or under-employing workers can never be in an organisation’s long-term interests and suggests how you can start thinking more sustainably about the big picture – for everyone’s benefit.

A picture of four people's hands holding mobile devices

Can you quantify class?

14 November 2019
Feature

Asking questions about someone’s social class may feel uncomfortable, but people are less sensitive than you might think. Maya Sharma and Dan Cowley explain why it’s important to tackle the subject head on – and how to go about it.

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The Audience Agency

 

ArtsProfessional is working in partnership with The Audience Agency to present a series of in-depth articles sharing insights into the audiences for arts and culture.

 

The Audience Agency is a national, not-for-profit consultancy that works with cultural organisations to discover, develop and engage audiences to become more accessible and resilient. Using its audience segmentation and profiling tools, and its staff's audience development, engagement and digital expertise, The Audience Agency helps arts organisations to understand not only who their audiences are, but who they could be.
 

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Click here to read the full AP Pulse: Freedom of Expression report

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