“Study on audience development – How to place audiences at the centre of cultural organisations” is a study by Fondazione Fitzcarraldo, together with Culture Action Europe, ECCOM and Intercult, as a consortium, developed in the framework of the Creative Europe programme.
The aim of the study is to provide successful approaches and methods in the area of audience development to be disseminated among European cultural organisations. They will also be used as a basis for selection criteria in future calls for proposals launched by the Creative Europe programme.
The study also aims to equip cultural leaders with the means to make a convincing case for becoming more audience-centric internally, (towards boards of directors, communication and artistic departments, advisory committees and other decision structures) or externally (public authorities, patrons, friends schemes, sponsors, etc).
The study will be completed by the end of 2016, and foresees the completion of three main tasks:
Task I – Desk research: creation of a relevant and comprehensive bibliography on the main issues of Audience Development. The working group will extract and analyze the main relevant ideas and topics stemming from the bibliography in order to create a canvas against which to situate the practices that will be studied in task II.
(task one closed on April 28: 87 organisations submitted their own cases from 19 countries.)
Task II – Overview of practices: creation of a catalogue and a guide. The working group will identify a group of cultural organizations that have undertaken the transition towards a more audience-centric approach, that are worth disseminating and sharing at European level. The scope of the study is mainly small and medium-sized organizations that can be considered laboratories of experimentation, fostering innovation. The overview will result in an analytical catalogue and a practical guide showing how to make the transition towards an audience-centric organization step by step.
(on going: comments by the project team are shared on www.engageaudiences.org by early June)
Task III – Dissemination: The study will include a systematic communication and dissemination package in order to make sure that the main findings of the study reach the relevant culture professionals.
To visit the study website:
For info write to:
info (at) engageaudience.org