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Hundreds of people standing looking at a stage

Report: Tomorrow’s Audience

If you’re interested in deepening your understanding of first-time attenders and ways to develop loyalty, this report guides you through the latest data and gives clear, actionable recommendations.  Tomorrow’s Audience is an Indigo Share: Hot Topic.

Published: 2024 | Resource type: Research

A pair of feet in black and white trainers stop at arrows painted on the road - one pointing to the left, one to the right, one forward.

A look ahead to arts marketing in 2024

Written by marketing and audience development consultant Christina Lister, this insightful article explores key trends that will affect arts marketing in 2024 and beyond. Lister draws on her extensive experience in the sector to offer practical advice and advocacy to help arts marketers navigate an evolving landscape of audiences, platforms, values, and more.

Published: 2023 | Resource type: Article

A brown wallet held together tightly by a vice.

What does the cost of living crisis mean for cultural audiences?

Consumer confidence in the UK as a whole is at its lowest level since YouGov began recording in 2013. Alix Craig from thrive, Northern Ireland’s audience development agency drills down into the latest Experian research.

Published: 2022 | Resource type: Article

The back of a small, toy teddy bear with scrabble letters saying: #MissYour

Research: Missing Audiences

The Insights Alliance (Baker Richards, Indigo and One Further) present the findings of the second wave of Missing Audiences research. Missing Audiences was created to find out more about how audiences are feeling about attending cultural events and venues following the pandemic.

Published: 2022 | Resource type: Research

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 Positive Post-Pandemic: More Engagement, Bigger Audiences, Better Accessibility

Based in a former nurses’ home in Salford, the Working Class Movement Library is a treasure trove of books, pamphlets, archives, artefacts and fabric memorabilia relating to political and cultural institutions of the working class over the past 200 years.  As part of The Lab strand of the Digital Heritage Lab, the library was mentored ... Read more

Published: 2021 | Resource type: Case studies

Wall of screens

Creative closure for arts and culture during Covid-19

Ticketsolve provides a wealth of examples of how cultural organisations are taking new, creative approaches to engage with their audiences during lockdown.

Published: 2020 | Resource type: Case studies

Woman sitting on a bench in a gallery looking at classical paintings

The Arts Working Group: Planning guides and toolkits

A series of guides, toolkits and templates released by The Arts Working Group and Ticketsolve to aid planning and operations towards re-opening following the coronavirus pandemic.

Published: 2020 | Resource type: Guide/tools


Culture in Lockdown. Part 3: Covid Audience Mindsets

In his final thought-piece on Culture in Lockdown Andrew McIntyre shares Covid Audience Mindsets, a crucial new model that maps, illuminates and segments your post-lockdown audiences.

Published: 2020 | Resource type: Article

Culture in Lockdown. Part 2: The seven pillars of audience-focus

In the second of three think-pieces, Andrew McIntyre argues that rather than looking backwards in an effort to re-create the way we were, this crisis presents us with a unique opportunity to take a leap forwards. Here he shares The 7 Pillars of Audience-focus, a framework to help us do that.

Published: 2020 | Resource type: Article

Webinar: How to Captivate, Connect and Communicate with your Audience during Coronavirus

On the 25th March 2020 over 3,200 museum professionals across the USA and beyond joined Cuseum‘s Brendan Ciecko along with Susan Edwards (Associate Director, Digital Content @ Hammer Museum) and Koven Smith (Museum & Nonprofit Digital Strategy Consultant) to discuss steps cultural organisations can take to captivate, connect, and communicate with their remote “visitors” and audiences.

Published: 2020 | Resource type: Article

Digital Lab. Forced Entertainment. Ask the Audience.

The first blog by Alice Dale, Marketing and Communications Manager at Forced Entertainment as part of her Fellowship at AMA Digital Lab.

Published: 2020 | Resource type: Article

Towards a frictionless digital future

Read the latest in the series of AMA CultureHive articles. Daniel Rowles, CEO of Target Internet talks to us about why the arts sector must take advantage of the technology available now and be ready for the digital changes ahead.

Published: 2018 | Resource type: Research

Inspiring the Future of Theatre

UK Theatre and Society of London Theatre (SOLT) have embarked on a wide-reaching new industry initiative in partnership with Inspiring the Future, part of the charity Education and Employers.

Published: 2018 | Resource type: article

Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.

Published: 2018 | Resource type: Research

SQIFF Making the Festival Affordable

In this case study, Helen Wright from SQIFF (Scottish Queer International Film Festival) shares the impact of introducing a sliding scale ticketing system to the festival.

Published: 2018 | Resource type: Case studies

Wearing New Shoes

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.

Published: 2018 | Resource type: article

Tell your story well

Jane Cordell, Director of Result CIC and board member at AMA share her experience of the AMA Copywriting Day 2018 and gives us some quick tips on copywriting for non-copywriters.

Published: 2018 | Resource type: Guide/tools

Rows of brown seats with one read seat in the middle. A teddy bear holding a red balloon sits on the red seat

How to… develop audience personas

This guide and template created by Thrive will help you identify your ideal audiences.

Published: 2018 | Resource type: Guide/tools

Thrive Audience Development Guide

The thrive audience development guide is for any organisation or freelancer in arts, culture, or heritage who wants to increase their audiences.

Published: 2018 | Resource type: Guide/tools