Academy Camp 5 has brough together lead trainers and experts that participated in the previous Camps for a conversation on the four main topics addressed of relevance for the ECOCs: the importance of a structured audience development strategy; the added value of international cooperation; the relevance of community development through creative actions; and the power of digital tools for coherent programme design.
Part 1 - Audience Development
Moderator Jordi Pascual, Keynote Speaker Cristina Da Milano (ECCOM)
With Angeliki Lampiri (Director of cultural training -Elefsina ECOC 2023, Yannis Koukmas (Director of Audience development and Participation -Elefsina ECOC 2023), Tanja Kalcic (Head of Participation and Capacity Building in Rijeka ECOC 2020)
Cristina Da Milano defines audience development as a ‘strategic process creating strong relationship with communities’ and discusses its multi-folded meanings. She highlights the three key measures to be adopted by cultural institutions if they are committed to audience development. In the discussion with the other speakers, the definition of audience development is discussed, and some examples are given to the audience.
Part 2 - European and International dimension
Moderator Jordi Pascual, Keynote Speaker Sylvia Amann (Inforelais)
With Krisztina Forró (Senior Project Manager, Outreach and Capacity Building–Veszprém-Balaton 2023 ECoC), Julia Bucz (International relations manager -Veszprém-Balaton 2023 ECoC), Sarolta Németh (ECoC-SME project’s coordination team), Paulina Maloy (International relations experts - Wroclaw ECOC 2016), Irena Kregar-Segota (Head of Department for the Development of Arts and Culture, Croatian Ministry of Culture and Media; formerly CEO, Rijeka ECoC 2020)
Sylvia Amann underlines the need for structured partnerships and for communication and funding plans, highlighting the relevance of European and international cooperation for the ECOCs. The idea of legacy is discussed with the other speakers as well as the need for synergies with other ‘capitals’ (e.g., European Green, Sport and Youth Capitals etc.).
Part 3 - Community Development through Creative Action
Moderator Jordi Pascual, Keynote Speaker Francois Matarasso, A Restless Art
With Corina Bucea (Expert in cultural education and mediation -Timişoara ECOC 2023 curatorial team member), Teodora Borghoff (Expert in community engagement and social inclusion –Timişoara ECOC 2023 curatorial team member), Dariana Pau (Timişoara Architecture biennale –Beta Team), Irena Kregar-Segota (Head of Department for the Development of Arts and Culture, Croatian Ministry of Culture and Media; formerly CEO, Rijeka ECoC 2020), Vita Gelūnienė and Ed Carroll (community association Žemuju Šančių bendruomenė, Kaunas)
Francois Matarasso addresses participatory art by putting it in the wider context of cultural policies and discussing the tension between cultural democracy and cultural democratisation. He points out that ECOCs have become places of innovation for participatory and community art. The Living Heritage Principles (accessible here) are discussed, and some examples are given by the other speakers.
Part 4 - Digital Tools
Moderator Jordi Pascual, Keynote Speaker Nicole McNeilly (NM Research and Consultancy)
With Anne Kurzweg (Strategic Adviser for Cultural Policy and Projects -Chemnitz ECOC 2025), Becky Riches and Paolo Montemurro (Matera Hub), Paula Boet (Barcelona City Council and Cities Coalition for Digital Rights)
Nicole McNeilly points out that a digital strategy nowadays must permeate program design as well as project management. She identifies 4 main characteristics of a: People, Place, Product and Process. During the discussion some examples from ECOC teams were shared to highlight the connection between digital strategy and local communities. Additionally, the importance of digital rights was discussed.