AMA Conference 2020

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Found 16 results

A young, black child wearing an astronaut suit

Co-production: The future of authentic marketing

Eloïse Malone and Rich Halliday from Effervescent discuss how co-production can be used to communicate more effectively with your audiences and to have a positive impact on society.

Published: 2022 | Resource type: Article

Together signover splattered paint on a wall

Considering co-creation

Discover what co-creation means, how it can help you actively listen to and collaborate with the local community and form new partnerships as well as helpful insight on putting it into practice. Explore the Heart of Glass and Battersea Arts Centre report and three podcasts with artists, producers, and collaborators.

Published: 2022 | Resource type: Podcasts

A group of people at various points on along path using chalk to create an artwork

Building meaningful participation

Research suggests that organisations are feeling an increased urgency to deepen connections with the communities they serve, but how can they make the most of this momentum? Ashleigh Hibbins, Anne Torreggiani and Carly Henderson from The Audience Agency demonstrate that co-creation is the answer.

Published: 2022 | Resource type: Guide/tools

A canal meets the sea. Houses line the canal bank with several cars parked outside. A large moon is in the sky and a Big Wheel amusement ride is in the distance.

Ideas Test: theatre for young people, by young people

A Creative People and Places case study for AMAculturehive. Ideas Test takes us through how they worked collaboratively to co-create theatre that prioritised young people’s voices.

Published: 2021 | Resource type: Case studies

A long, red, paper dragon being carried through a village street by a group of excited adults and children

OF/BY/FOR ALL: Tullie House Museum and Art Gallery

The AMA is backing the OF/BY/FOR ALL change network and following its progress through a range of blogs, case studies and videos. Our series includes a number of Q&A sessions with participant organisations who are furthering their mission to become OF, BY and FOR their communities.

Published: 2019 | Resource type: Article

How to…co-create an exhibition with your community

A step-by-step toolkit written by Lauren Benetua, Nina Simon and Stacie Marie Garcia. Published by Santa Cruz Museum of Art and History.

Published: 2018 | Resource type: Guide/tools


Co-creation: Brave new world or emperor’s new clothes?

This concise article explores the topic of co-creation – working together with an audience to create new work – and provides some helpful do’s and don’ts. How can we make co-creation work well, and is it an opportunity to engage less frequent arts attenders?

Published: 2013 | Resource type: article

Questions & Dancers: Making new work for young people

The Questions & Dancers project offered emerging choreographers the chance to work with young people in the making of new work whilst engaging dance experience to young audiences. The project was created for eight to eleven year-old children and their families and presented by The Place, Sadler’s Wells and Company of Angels. This case study ... Read more

Published: 2013 | Resource type: Case studies

How mobile can reach out to a non-traditional arts audience

Background In early 2011 Thought Den were commissioned to produce a playful mobile-based experience to take Tate’s collection of artworks beyond the physical walls of the gallery. Their previous app, Tate Trumps, was hailed as a game-changer and demonstrated public appetite for mobile experiences. Magic Tate Ball was designed to appeal to more casual mobile ... Read more

Published: 2013 | Resource type: Case studies

New methods of working and engagement

This seminar asked how should a contemporary arts organisation work with audiences, artists and curators in this early part of the 21st Century at a time when the boundaries between consumer and producer are becoming increasingly blurred, in a world of infinite communication possibilities, where people are increasingly collaborating to create and innovate, where many artists are working with the grain of these changes, where ... Read more

Published: 2009 | Resource type: article

Co-creating campaigns with customers

New ways of working with visitors and audiences can help develop new, more engaging marketing ideas and solutions. Using the examples of arts ambassadors, idea generation groups and co-creation, this resource explores how arts marketers can think about their cultural marketing campaigns in a fresh way by bringing the audience on to the team.

Published: 2009 | Resource type: Guide/tools

Creating campaigns with your audiences and visitors

A practical toolkit for devising, creating, co-creating, delivering and managing integrated marketing campaigns to develop awareness, interest and engagement from different audiences. Learn how arts marketers can move from simply telling audiences about events, to demonstrating the value they will get from them, and involving them as active participants. With case studies and exercises to ... Read more

Published: 2009 | Resource type: Guide/tools

Harnessing communities to enrich online arts engagement

Discover new ways to engage audiences and visitors online between visits, and how research can give insights into why people participate on social networks. This resource highlights the benefits that engaging with people online can offer to arts and cultural organisations. It examines four ways of approaching content: consumption, interaction, curation and creation, and explores ... Read more

Published: 2008 | Resource type: article


How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to ... Read more

Published: 2008 | Resource type: article

Making the most of your marketing assets

Organisations can capitalise on existing marketing assets and work with audiences and visitors to create new marketing resources and tools without spending a fortune. Working closely with audiences can help an organisation recognise and develop its marketing assets.  This case study of Theatre Royal Stratford East shows how a cultural organisation engaged audiences with its work at a much deeper ... Read more

Published: 2011 | Resource type: Case studies

How participation is shaping the arts

The impact and implications of co-creation – how it is affecting the development of audiences, artists, performers and writers. Three case studies on participatory productions help to explore the theme.

Published: 2012 | Resource type: Case studies