The arts don't need marketing.
We find audiences fascinating, and feel successful audience engagement as an emotional response. Yet search listings of ‘arts marketing consultants’ and you’ll find a serious lack of understanding of this simple and important perspective. Still thinking in terms of marketing not engagement, many employ the same strategies and tactics for the arts as you would for Coca-Cola or an iPhone.
We’re proud of our unique approach to arts engagement; a process that involves an extremely limited use of ‘traditional marketing’; instead combining key elements of marketing with the unique requirements of arts engagement and audience development. We look forward to our continued research of arts audiences to develop this approach; and optimistically move the arts industry away from being marketed.
We partner with innovative contemporary arts and artist-led spaces that are, or want to be, experimental, sustainable, collaborative, and accessible to provide them a roadmap to develop their audience engagement, grow audience participation, increase reach and enrich experiences.
Our range of custom consultancy solutions have been designed with the small arts organisation in mind, seeking Arts Council England funding, NPO status or who are required to submit ACE reporting documents.
Our Research into Arts Audiences.
Research into the arts audience is crucial to support the industry moving forward. We pride ourselves on our knowledge of contemporary arts audiences, their changing habits and the means of connecting with them. Key findings from our research can be read here.
Our research projects have included,
Arts Audiences: Establishing Opportunities for Engagement.
An Experimental Investigation of how Digital Engagement Can Deepen and Democratise Artistic Exchange with Audiences.
Audience Development: A Focus on Widening Participation.
Our Team and MoMA.
Interactive Strategies for Engaging with Art.
MoMA's Art and Activity: Interactive Strategies for Engaging with Art is a programme developed as a means of educating those interested in diversifying their participating audiences; that acts as a catalyst for building skills and understanding active engagement.
Enrolled in MoMA's education programme 2017-18, and now in an extremely fortunate position as to deliver the curriculum ourselves, inspired by MoMA's history and continued experimentation; we now pass on our learnings to our collaborations and clients.
Our Unique 'Multiverse Approach' to Audience Engagement.
Choices & Decisions
Arrival & Departure
An audience's first contact with your programme; attracting them, engaging them and moving them to attend.
The stage where audiences weigh up alternative options and consider what choosing you will mean to them.
Moving the audience through their journey with you; providing value to them and creating a lasting impression that evokes further engagement.
Reducing 'mental barriers to participation' that prevent attendance and ensure audiences leave having been artistically and intellectually challenged.
The influence your programme has had on an audience, what they take away; tangible or intangible.
Engaging a 'Quarantine Audience'.
The self-indulgence of many arts organisations must be challenged when coming to the realisation they cannot take priority over the emergence of a culturally destitute and isolated quarantine audience. The industry must now provide considered and collaborative approaches as to act as a community enabler, taking into consideration the unique circumstances of this new audience.
A quarantine audience can be classified as people who are -
Bored and/or Lonely
Feeling inadequate as educators of their children
In need from relief or anxiety
Experiencing grief, from the change to normality or the loss of a loved one
The Arts vs COVID-19
Arts organisations have an important role to play in societal sustainability and ensuring increased creativity, connection, and vibrancy in our live.
COVID-19 has hugely unsettled us all yet, at the same time, it has created some important silver linings which we must grasp and capitalise on before they are forgotten.
We aim to formalise your artistic, financial and social objectives; to produce customised and practical engagement strategies, in addition to considering your overarching artistic mission and position within the industry; as to contribute to your organisations’ programme and ensure your place in future conversations; building collaborations that continue past the initial commission.
Formalise your artistic, financial and social objectives.
Audience Engagement Consultancy Clinic.
One-to-one guidance and support that encourages vision, clarifies objectives and provides an actionable plan that takes the uncertainty out of the audience participation issues you're facing as an arts organisation during COVID-19.
Including audience participation planning for National Lottery Grants, DYCP and Culture Recovery funding applications.
Book a Free 30-Minute Video Consultation.
A complimentary consultation session to discuss your current situation, goals and opportunities; providing guidance on audience engagement planning or work through current audience sticking points.
We can also provide further information on our work, our audience research or the podcast.