Visitors to contemporary music are predominantly members of a small educated elite, and the positive listening experience correlates strongly with the degree of knowledge about the art form. With these findings, recent audience research highlights the need to create new frameworks for experiencing new music that enable a positive listening experience even for inexperienced listeners.
→ What are your goals in terms of audience?
→ Which groups of people do you want to reach?
→ What form of connection do you wish to have with the audience?
→ Are mediation formats sufficient for an improved understanding of the art form or does the audience already have to be considered in the artistic conception?
In the workshop, individual strategies will be developed that invite the audience to dialogue and enable active participation in the music, its themes and thinking spaces. In the first part, the basics of audience development will be taught, followed by practical, step-by-step instructions on how to create an audience development plan. The goal is to develop individual and creative approaches to reaching a broader or more diverse potential audience and to sustain interaction with the existing one.
What is Audience Development?
Audience development is a broad term for activities undertaken by cultural institutions with the goal of reaching and engaging audiences. It encompasses tasks from different organizational areas covering aspects of programming, marketing and PR, and outreach. Audience development can sustainably bind audiences to organizations as well as attract new visitors. While traditional marketing has a strong focus on quantity in terms of simply expanding reach, audience development focuses on qualitative and sustainable audience development and aims to positively shape the visitor’s overall experience.
Wed, 29 June 2022, 4–6 pm in German
We ask for binding registrations via this link.
The digital workshops are aimed at artists from the independent contemporary music scene in Cologne and Berlin and are free of charge.
In this year’s online workshop series Onpaper, which we are again organizing together with the initiative neue musik / field notes experts will teach basic skills for working in the independent scene.
Under the heading »Application Fitness« we will get you ready for project funding in the spring. In addition to classic workshops with introductions to the funding landscapes of Berlin and Cologne, to writing applications, or to accounting, this year we are also building on new formats and offering Meet the Jury, regular funding regulars’ tables, or sessions on writing applications together.
Although the independent scene defines itself in part precisely by breaking away from hierarchical ways of working that widely encourage the abuse of power and racism, it is not exempt from structural exclusion either. On the contrary, it lacks diverse perspectives and non-normative bodies, attitudes, narratives, and aesthetics. With workshops on anti-racism and diversity development, we would like to accompany the scene in this process of opening up, sensitize it to blind spots, and facilitate access to the scene for marginalized people with empowerment offers.
A third module on press and public relations, audience development, and profile building and management will provide concrete assistance in the development and implementation of projects.
Unfortunately, the online workshop is not accessible at all levels. We will make every effort to accommodate different needs and adapt the workshop if you provide us with appropriate information in the registration.
The workshop series will be continued after the summer break. We will announce the program in the course of the next months. Please feel free to contact us with your ideas or suggestions at email@example.com or firstname.lastname@example.org.
The inm – initiative neue musik berlin e.V. is supported by the Senate Department for Culture and Europe, the European Regional Development Fund (ERDF) and the program Strengthening Innovation Potential in Culture (INP).
ON – Neue Musik Köln is supported by the Cultural Office of the City of Cologne and the Ministry of Culture and Science of the State of North Rhine-Westphalia.