Audience development is not a picture, it is a movie!

Photo: salvatore/ unsplash

In the framework of our project Interarts has organised the first Academy Camp on audience development directed to Elefsina’s 2021 delivery team and other actors of the cultural and social life of this Greek city.

The Academy Camp was delivered by Cristina Da Milano (ECCOM), Alessandra Gariboldi (Fondazione Fitzcarraldo), Niels Righolt (Danish Centre for Arts & Interculture – CKI), and Jonathan Goodacre (The Audience Agency). Given the current context, the Academy Camp was done completely online: throughout eight theoretical and practical sessions, the participants acknowledged the elements to be taken into consideration for a more human and inclusive audience development that considers all segments of the city and region.

One of the main objectives of the Academy Camp is also to boost and promote the dialogue between ECoCs to share good practices and learning with the aim of building bridges between different cities. For this reason, the sessions were attended by Tanja Kalčić (Rijeka 2020), Lazar Jovanov (Novi Sad 2021) and Marilyn Reddan (Galway 2020), actively involved in designing the audience development strategies in their respective cities. The final session was also attended by Maria Panayides, CEO of Elefsina 2021.

Throughout the training sessions, the idea that the current context represents a unique opportunity to rethink our actions and activities was stressed. Among the main recommendations that the trainers made, both for the Elefsina delivery team and the local cultural and social partners, they highlighted the importance of transparency and fluid communication, as well as the promotion of the European dimension in the face of the prevailing skepticism. The Academy Camp made it clear that audience development is not an image, but rather a movie whose script must be written in a collaborative way by all parties involved in the process and that it must be anchored in a coherent strategy, in this case of an ECoC.

The project “Capacity Building in the European Capitals of Culture” was initiated by the European Commission to support the ECoCs through capacity building and peer learning activities. The project started in October 2019 and will last 30 months. It aims to support the ECoCs through a wide range of activities, including mapping the capacity building needs of current and designated ECoC delivery teams; creating a pool of multi-disciplinary experts at EU level to meet identified needs; organizing five Academy Camps, training cycles for the ECoCs; and conducting Open Mass Online Courses (MOOCs) and webinars, with the development of new toolkits and training materials. Check out our pages back soon.

Text from Interarts

Publication date

Share this page