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  2. Understanding audiences

Understanding audiences

An Arts Professional Feature in partnership with The Audience Agency
Revoluton picture of people carrying cooured umbrellas in front of building with mural 'We stand up for Luton'

Reshaping our places and communities post-Covid

8 April 2021
Feature

Cultural organisations can play a key role in creating thriving places for people to live, work and visit, but only if they reach out to creative partners beyond the local ‘culture club’. Penny Mills, Anne Torreggiani and Patrick Towell explain how.

Can you do more together than alone?

11 March 2021
Feature

The Audience Agency shares its experience of the pains and gains of collaboration and partnership working.

Hand on plasma ball lamp

Reworking what you already have is the opposite of innovation

10 February 2021
Feature

Covid-19 has proved that what worked back then won’t work now. Patrick Towell says true innovation requires attention, collaboration, and a sense for ideas that can be scaled up for success.

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.

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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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