AMA Conference 2020

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The backsof three people looking at a large digital exhibit. One is wearing a headset. The other two are engaged in animated conversation.

Types of engagers #ADA

Mentor on the AMA’s Audience Diversity Academy, Rachel Grossman, highlights six different engager groups to inspire programming to a broader spectrum of participants.


Published: 2021 | Resource type: Webinars and films

Two musicians sit talking in front of a large screen

The importance of a personalised message with cultural relevance. #ADA

Richard Loftus, Head of Sales and Marketing with Town Hall Symphony Hall explains how their use of personalised messages with cultural relevance galvanised their aim to reach diverse audiences.


Published: 2021 | Resource type: Webinars and films

Evelyn Glennie in her studio playing drums

What’s the story? #ADA

Tamsin Flower finds new ways of telling people’s stories by the beat of a drum as part of her work with the renowned percussionist Evelyn Glennie. Part of her Fellowship at the Audience Diversity Academy.


Published: 2018 | Resource type: Article

An outline of a brain full of words: judgement, attitude, feeling, belief

Experiments never quite go to plan… #ADA

Ros Croker talks through the experiments she developed for her colleagues at Endeavour Galleries, National Maritime Museum, London, to explore language and identity. Part of her Fellowship at the Audience Diversity Academy (ADA).


Published: 2019 | Resource type: Article

A packed audience with two female musicians on stage, one singing, one with a guitar

Looking for opportunities during Covid-19. #ADA

Pauline Bailey, a mentor on the Audience Diversity Academy supports her Fellows as they look for opportunities to expand and diversify their audiences during Covid-19.


Published: 2020 | Resource type: Article

Fighting stereotypes of library services #ADA

James Powell, Marketing and Communications Manager and Hannah Foulstone, Marketing Assistant Suffolk Libraries explore ways to diversify their audiences. Part of their joint fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Article

Soaking up ideas during furlough #ADA

Dawn James, Sales & Marketing Director and Liam McLaughlin, Marketing Manager, Park Theatre soak up ideas during their joint fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Article

First steps to making change and diversifying audiences #ADA

James Randell, Front of House Manager and  and Sasha Dabrota, Academy of Music and Theatre Arts, Falmouth University take the first steps to diversifying their audiences. Part of their joint fellowship at the Audience Diversity Academy.


Published: 2021 | Resource type: Article

Greater Manchester can you hear us? #ADA

Ciaron Wilkinson and Nolly Aicha Bouameur, Manchester International Festival discuss reaching new audiences, particularly from areas of the city that don’t traditionally engage with the cultural offer.  Part of their joint fellowship at the Audience Diversity Academy.


Published: 2021 | Resource type: Article

Reappraising colonial history #ADA

Lynn Huynh, Marketing and Audiences Manager and Andrew Thompson, Senior Marketing and Audiences Manager, from the Wellcome Collection start to confront and reappraise the colonial history of Wellcome’s collections as part of their Fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Webinars and films

Eight smiling people on a Zoom call

Connecting in a time of change and Finding a way forward #ADA

Helena Jacques-Morton, Marketing Officer, Chichester Festival Theatre takes us through how they adapted their programme and communications during Covid-19 as part of her Fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Case studies

Impressive white stone frontage of The Gaiety Theatre, Isle of Man

The generation game: making strategic choices to future proof your programme #ADA

Emma Callin and Sean Kenny, Villa Marina & Gaiety Theatre, Isle of Man Government look at how they can attract a younger audience (14-24 yr olds) as part of their Fellowship at the Audience Diversity Academy. 


Published: 2020 | Resource type: Case studies

A brightly lit carousel at night with trees in the background

The Covid-19 carousel: learning how to pivot #ADA

Aisling Serrant and Natalie Rowan, Museum of London Docklands realise that taking little steps can help you to achieve the big ideas  as part of their Fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Case studies

Everything has changed, but what role does digital streaming have in the future?

What role does digital streaming have in the future asks Sharon Chou, South Bank Centre as part of her Fellowship at the Audience Diversity Academy


Published: 2021 | Resource type: Case studies

The frontage of the Darlington Hippodrome with an illustration of a rainbow, bunting and the words Hipp Hipp Hooray

Taking an agile approach during Covid-19 #ADA

Rebecca Howarth, Sales and Marketing Manager, Darlington Hippodrome takes an agile approach as part of her Fellowship at the Audience Diversity Academy.


Published: 2020 | Resource type: Case studies

Co-workers at a creative office and looking at notes

Dealing with the fear of the blank page #ADA

Creative Coach and Mentor on the Audience Diversity Academy, Auriel Majumdar vlogs about how to face your fears of getting started.


Published: 2020 | Resource type: Webinars and films

Test tubes and jars

Be realistic about what you can achieve and when #ADA

Steffy Clements, Projects Manager at Cape Farewell acknowledges that it’s OK to wait until resources are in place as part of her fellowship at The Audience Diversity Academy.


Published: 2020 | Resource type: Case studies

Taking Stock #ADA

Pauline Bailey, Visual Artist, Director, Producer and Mentor on the Audience Diversity Academy reflects on challenges of  Coronavirus and the rapidly changing personal and professional landscape.


Published: 2020 | Resource type: Article

Where do we go from here? #ADA

Anna Bennett, Marketing and Press Officer at the Orchestra of the Age of Enlightenment looks at how to reduce engagement barriers as part of her Fellowship at the Audience Diversity Academy 


Published: 2020 | Resource type: Article

By any means necessary #ADA

Pauline Bailey, Visual Artist, Director, Producer and Mentor on the Audience Diversity Academy reflects on the need to keep self care at the forefront of everything we do.


Published: 2020 | Resource type: Article