Further Reading

In preparation for the workshop that will take place in Warsaw on 24 - 25, March 2015 and for all those wishing to learn more about audience development, participation and experience in the arts and culture sector, the EMC has compiled a (non-exhaustive) set of links to websites/ documents dealing with the topic from different angles.

Audience Finder

Insights and advice to help cultural organisations develop their audience through collecting, understanding and using data.

Created by The Audience Agency, funded by Arts Council England

Culture Hive


Best practice in cultural marketing, key case studies, toolkits, research, articles, tools to promote art and culture.

Part of Arts Council England’s Audience Focus programme.

The Wallace Foundation, Building Audiences for the Arts,New York

As the population ages, demographics shift, funding for arts education wanes and other activities pull audiences away from the arts, many arts institutions struggle to attract the audiences they need to stay relevant and financially strong. The Wallace Foundation seeks to help arts organizations adapt to these trends so more people can experience the benefits of the arts.

Audience and Market Development office, Canada Council of Arts

The Canada Council's Audience and Market Development Office (AMDO) brokers opportunities for Canadian artists in key established and emerging markets by offering grants to artists and arts organizations and coordinating the Council’s national and international market access strategy.

New Music: New Audiences

Is an international project on developing new concert forms for contemporary classical music.  interested in concerts that explore new venues, new cross-collaborations, new ways of presenting music and using new media to communicate with audiences.

Initiated by music organisations in 16 European countries and supported by the Culture programme of the European Union.

Audience Development in the Creative Europe Programme

Since engaging the public with European culture is an utmost priority for the European Commission, the Creative Europe Programme has a focus on the issue of audiences. Audience development as a strategic, dynamic and interactive process of making the arts widely accessible, aims at engaging individuals and communities in experiencing, enjoying, participating in and valuing the arts through various means. As a concept, audience development may be relatively new, but some cultural organisations have already been engaged in a dialogue with their audiences for a long time. 

The European Commission has stated that a lot of art work is not reaching a wide enough audience and that there are changes in audience behavior and expectations which arise from technical innovation, increasing levels of education and broadening choices for leisure. The digital revolution has opened vast possibilities for cultural operators in reaching audiences in places with a limited cultural infrastructure. Audiences become more active and cultural operators recognize that not only economic opportunities are being missed if audiences are not maximized at European level but also see the value in linking artistic creation and presentation.

For more background information on the Audience Development priority within the Creative Europe programme, read an interview with Xavier Troussard (former head of the EU Commission's Unit on cultural Policy and Intercultural Dialogue) and Ann Branch (former Head of the Unit of the Creative Europe Programme - Culture) conducted by EMC Secretary General, Simone Dudt, for Sounds in Europe #8.

To learn more about the Creative Europe Programme and funding opportunities, visit the dedicated website of the EU Commission.