Creative Europe, Audience Development, Evolving audience behaviour, Co-creation, Cultural investments. Data and analytics for new business models. Transformation of artistic and civic participation; European values, EU fundamental rights and citizenship. EACEA. European Commission.

1. CREATIVE EUROPE
AUDIENCE DEVELOPMENT
EACEA
Kick off meeting 21/10/2019

2. Audience Development priority
Aim
Bringing people,
arts and culture
closer together
•
Widening –
increasing
audience
Deepening
audience
relations
Diversi-
fying
audience

3. Audience Development priority
How?
Increase
Deepen
Diversify
Listen
Understand
Trust

4. Effective Audience development
 Strategic: Partnerships, Outside the walls into public
spaces
 Organisation-wide: Training, new Skills and Mindsets
 Evidence based: Feed-back, Community vs Individual
 Relationship process oriented: co-creation, co-
production, co-funding, co-…
 Sustainable
Push to pull

5.  Audience by habit: regulars to cultural activities, limited
access barriers to CCS
 Audience by choice: participate less , no socio-economic
disadvantage
 Audience by surprise: hard to reach, not participate to
cultural activities
Study on Audience Development*
Types of Audience
*DG EAC / EAC-2015-0440 EN

6. Re-framing
Audience Development
*DG EAC / EAC-2015-0440 EN

7. Identified Trends
 from access to culture to audience development
 social inclusion and impact measurement
 organisational implications and leadership
 engagement and active participation
 the digital shift

8. Recommendations for Audience
Development/ Engagement
 Awareness raising about audience
development and evidenced-based
approach to measure AD advancements
 Reinforcement of intégration culture and
education
 Capacity building for audience
development and engagement
 New models of active participation in
CCS
 Conditions for long lasting process and
projects
 Clear, realistic audience-centric
perspective
 Open cultural experiences to wider
participation

9. Organisations
Artists - artistic
capital-audience
Values - citizens
Technology-
Business models Future audience
Audience Development & CCS Production
Financial aspects Creative & artistic aspects
Challenges, Opportunities, Trends & Tendencies

10. Group work

11. Question 1
What Audience Development means for
cultural and creative organisations?
(e.g. structure, governance, capacity
building, resources, transformation, etc)

12. Question 2
Transformed roles of artists and
audience in co-participating, co-creating
artistic and /or creative works.

13. Question 3
How culture transforms artistic and civic
participation in Europe and inspire
collective action to reclaiming values
and citizenship?

14. Question 4
How the use of technology, data and
analytics offer opportunities for value
creation, promotion and impacts on
audience development and, generation
of new business models?

15. Question 5
What is the audience of the future and
how is it supporting culture and
creative sectors to grow?
(e.g. evolving audience behaviour,
cultural investments)