Audience Development Study

On top of being a buzzword in certain parts of the cultural world for few years now, audience development is one of the new priorities of Creative Europe.

It brings audiences/ spectators/ users/ citizens/ participants under the spotlight for the first time, on an equal footing with artists and cultural organisations. Current experience existing in the cultural sector (inside and outside the Creative Europe programme), is fascinating, although fragmented and scattered across the continent. This topic is an essential vector for the relevance and sustainability of any cultural entity at the financial, social and even cultural levels.

The study was undertaken by a consortium led by Fondazione Fitzcarraldo, together with Culture Action Europe, ECCOM and Intercult. The aim of the study is to provide innovative approaches in the area of audience development, possibly providing a basis for selection criteria in future calls for proposals launched by Creative Europe. Moreover, the study aims to equip cultural leaders with the means to make a convincing case within their organization for becoming more audience-centric, and to investigate peer-learning opportunities.

STUDY ON AUDIENCE DEVELOPMENT – HOW TO PLACE AUDIENCES AT THE CENTRE OF CULTURAL ORGANISATIONS

• Final report
• Executive summary
• Guide part I tools of audience development : a practical guide for cultural operators
• Guide part II rules for audience development : key recommendations
• Catalogue – case studies