AMA Conference 2020


AMA has made hundreds of its resources open to non-members and added them to our resource hub AMAculturehive. AMA Members can still get exclusive event highlight videos and member research in the Members Area.


A free online resource hub for cultural professionals that brings the collective intelligence of the sector together in one place, by you, for you.

It’s run by the Arts Marketing Association, a diverse team of people passionate about engaging the public in the arts, heritage and culture.


The AMA Salary Minimum Guidelines 2021

As part of its role representing arts marketing and audience development expertise in the arts and heritage sector, the Arts Marketing Association (AMA) has produced a set of salary baselines for these roles. This supports the need for salary transparency: to enable fair and equal pay, and to address pay gaps across gender, ethnic backgrounds and other protected characteristics.

The AMA’s first Member Panel survey highlighted pay and conditions as a key issue. Their guidelines set out a realistic minimum for roles in our sector and also gives useful advice on what you can do right now as an individual and as a sector leader. The AMA also uses the findings to champion both salary transparency and paying all staff the real Living Wage for the real cost of living. Both are vital to support the sector to be more inclusive, to be more successful in reaching audiences and more diverse in its workforce. 

Three piles of coins gradually getting taller. Each pile of coins has a green sprout growing from the top.
A crowd of people of different ages, gender, height and ethnicity covered in dry powder paint. Msnay have their hands in the air and the sky is full of different colours.
Photo by John Thomas on Unsplash

Segmenting your audience toolkit

A Tube station platform with the warning Mind the Gap on the platform edge
Photo by Bruno Figueiredo on Unsplash

Mind the Gap: Career progression for Black marketing professionals

A young girl withpigtails peers through a virtual reality headset
Photo by Giu Vicente on Unsplash

Marketing your museum to families

Creatively minded and ethnically diverse report cover
Cover photo: Lightpost Theatre Company, photo © Kris Askey.

Creatively minded and ethnically diverse


People are talking about

Discover curated resources designed to keep you up-to-date with current thinking and practice.


A selection of resources, based on the topics explored during Inclusivity & Audiences Day, that will help you make informed decisions about equality, diversity and inclusion in your work.

Creative People and Places

We’ve brought together a collection of reports, think pieces, toolkits, frameworks and case studies to mark the first 10 years of Creative People and Places.

Marketing and Fundraising

Aimed at small organisations, this collection explores how to super-charge your marketing and fundraising activity with resources inspired by the AMA programme Shared Ambition.

Become an AMA member

Find out what AMA membership can do for you – access to webinars, training courses and jobs.

AMA training and events

Find out about the latest training courses available for you.

Become an AMAculturehive author

Do you have a story or experience you’d like to share?

Share your learning and help the sector thrive.