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

A soldier sits at a table set for dinner. He seems unconcerned as flames surround him.

Audience interaction through social media #DigiLab

In this #DigiLab blog Charlotte Angharad Long from Metro-Boulot-Dodo (MBD) talks about her third experiment — to develop Instagram Stories — and the impact the Digital Lab has had on the organisation’s approach to social media.


Published: 2021 | Resource type: Article

a group of young people wearing headphones

Why do video when a podcast would do better? #DigiLab

Kyra Cross, Audience Development Officer at Ideas Test, explains how a Digital Lab session on podcasts inspired her to create podcast content as part of her #DigiLab experiment.


Published: 2021 | Resource type: Article

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 magician's hat and wand

Creating intimate spaces to make your digital content accessible #DigitalLab

Jumoke Abdullahi, The Tripple Cripples, discusses her role as a Mentor at the AMA Digital Lab and identifies different pockets of magic to make digital content accessible.


Published: 2021 | Resource type: Article

People holding emojis in front of their faces

Managing your own wellbeing #DigitalLab

Tom Beardshaw, digital marketing expert, accredited coach and Mentor at AMA Digital Lab highlights the importance of managing your own wellbeing.


Published: 2021 | Resource type: Article

Data – what is it good for? #DigitalLab

Rebecca Horrell, Digital Marketing Coordinator, Rambert analyses spikes in online engagement using Google Analytics as part of her Fellowship at Digital Lab.  


Published: 2020/21 | Resource type: Article

Learning to be responsive #DigitalLab

Katy Vanden, Producer, Cap-a-Pie says it’s OK to change focus, start small and remain agile as new opportunities arise. Part of her Fellowship at Digital Lab.


Published: 2020/21 | Resource type: Article

A music ensemble of 4, 3 seated with a guitar, drum and cello; one standing ready to sing. Set outdoors in leafy parkland. men seated

A Musical Renaissance? #DigitalLab

Ruth Hopkins, Director, K’antu Ensemble seizes the opportunity to explore new ways of working online as part of her Fellowship at Digital Lab.


Published: 2020/21 | Resource type: Article

How effective can targeted Facebook Ads be? #DigitalLab

Juan Reino, Marketing and Events Coordinator, Oxford Contemporary Music (OCM) explores the effectiveness of Facebook Ads. Part of his Fellowship at Digital Lab. 


Published: 2020 | Resource type: Article

Reflections on going viral #DigitalLab

Joanne Karcheva, Head of Marketing and Communications,  Manchester Collective, shares her experiments and how to make genuine engagement between musicians and audiences. Part of her Fellowship at Digital Lab.


Published: 2020/21 | Resource type: Article

From ideas to experiments #DigitalLab

Heather Kipling, Content Manager, Manchester International Festival explores the story arc model to focus her experiments during her Fellowship at the Digital Lab.


Published: 2020 | Resource type: Article

A young child covered in green paint uses her hands to make a picture

Furloughed – out of office and Deepening relationships with targeted newsletter content #DigitalLab

Daina Heaton, Administration and Communications, Create Sheffield navigates furlough and takes a deep dive into creating newsletters that increase engagement. Part of her Fellowship at Digital Lab.


Published: 2020/21 | Resource type: Article

Out of the woods: Engaging new audiences #DigitalLab

Sophie Brown, Marketing Officer, Watts Gallery  uses her time as a Fellow at The Audience Diversity Academy to give a voice to a wider audience through their digital channels.


Published: 2020 | Resource type: Article

Concentrating on what a website does, not what it looks like #DigitalLab

Anjelica Cleaver, Marketing and Development, Tomorrow’s Warriors  experiments with what makes a website work and also explores the best messaging for a crowdfunding campaign. Part of her Fellowship at Digital Lab.


Published: 2020 | 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