Webinar 1. Audience development

The first 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. Watch and learn from our key experts in this webinar on the topic of Audience Development.

Webinar chapters


Mercedes Giovinazzo, Interarts - Barcelona & Cristina Da Milano (ECCOM)

ECoC: Strengthening the sense of community

Cristina Da Milano (ECCOM)

Shared and common vision concerning culture and art as tools to both improve the quality of life in the ECOC cities and strengthen their sense of community. ECOC also focuses on audience development, emphasising the communities in the cities.


ECoC ambitions. Why Audience Development?

Alessandra Gariboldi (Fondazione Fitzcarraldo)

Ambitions concerning ECOC: high ambitions have audiences; without their strong implication, the programme is meaningless. Culture and people as two sides of the same coin: beneficiaries and main players. Defining audience development: not about reaching more people at events (quantitative), but making these people more full of meaning, knowledgeable, and competent (qualitative).

What is Audience segmentation?

Alessandra Gariboldi (Fondazione Fitzcarraldo) / Cristina Da Milano (ECCOM)

Need of segmentation in audience groups as a way to look into a market (population) that allows considering groups homogeneous enough to target them: concepts of audience by habit, by choice, and by surprise. Acknowledgement that audiences are not just one type of person: they differ in the way they participate, in the levels of interest, etc. Importance of segmentation parameters: demographic, socio-economic, product-related, usership, and psychographic.

A tool: Theory of change

Alessandra Gariboldi (Fondazione Fitzcarraldo)

The theory of change as a tool to overcome challenges: it is a description of a programme, intervention, or initiative that shows how interconnected elements lead to the accomplishment of a long-term goal. To achieve the result, the impact has to be framed, and the logical sequence of the initiative has to be built up. Overall an example of how the impact has to be tackled (Concentrica in Italy).

Participation and volunteering

Niels Righolt (Danish Centre for Arts and Interculture)

Considering the trends in the cultural sector: cultural organisations are shifting by becoming more social and communicative spaces, institutions are becoming more porous (operating both inside and outside their walls, missions and traditions) and meaningful exchange with audiences is being experienced. Considering volunteering as a way to go: The Galway Example, the Roskilde Festival, etc.

Barriers vs Benefits: Audience engagement

Jonathan Goodacre (The Audience Agency)

Why do people not engage with culture? Different people have different backgrounds, understanding values, and ways of communicating: we tend to assume a typical audience member that is based on us and not on them. Cultural activities are generally arranged around certain conventions (at a certain time, delivered in a particular way, in a certain place).

Why people engage with culture?

Jonathan Goodacre (The Audience Agency)

Why do people engage with culture? According to statistics, different people have different reasons: to be entertained, to spend time with friends/family and enjoy the atmosphere, to be inspired and intellectually stimulated, to escape from everyday life, etc. Importance of considering that the audience is not one kind of person: different levels of interest, backgrounds, opportunities to engage, knowledge, etc.

Empathy mapping: personas

Jonathan Goodacre (The Audience Agency) / Niels Righolt (Danish Centre for Arts and Interculture)

Empathy mapping – Personas: it helps us to imagine different parts/segments in a pictorial way of our audience (digital teenagers, sports club lovers, environmental activists, temporary citizens, refugees…). Practical exercise in which the participants must choose a community among the mentioned for its ‘’persona“ and analyse its background, what do they value, what sort of culture might they like, who are their influencers, and how can we help them.