Tag Archives: England

Feb. 14.

UK: Young Audiences workshop on 2 April 2014

Theatre & Education: Partnerships for Engaging Young Audiences
2.-3. april 2014 på Sheffield Theatres i England

Registrér her inden 15. marts 2014


This workshop explores how to attract, engage and sustain young people as an audience for major performance houses. Geared at professionals working in major houses in the areas of education, community outreach and communication, it will present case studies from different European houses and invites participants to exchange their knowledge and ideas.

Why Young Audiences?
Although often founded with mature adult audiences in mind, most major performance houses are increasingly interested in engaging young people in their activities. Not only do children, youths and young adults have a right to participate, they also form the audience of the future. However, young people have different needs and motivations concerning cultural participation and a few school performances do not transform theatre novices into loyal theatre fans.

Workshop Aims
This workshop explores how to attract, engage and sustain young people as an audience for major performance houses. It looks at barriers to entry, participation and repeat visits and illustrates with examples what the houses can do to engage with young audiences.  Finally, we will look at the way partnerships with schools and other organisations can help in this challenge.


» Læs mere på: www.theatron-network.eu

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Jun. 19.

Mark Powell om sit publikumsarbejde på Salisbury Playhouse

Matthew Caines fra The Guardian har interviewet Mark Powell fra teatret Salisbury Playhouse om, hvordan han arbejder med at tiltrække et nyt og yngre publikum til Salisbury Playhouse. Han skriver i sin introduktion:

If anyone knows about participation in the performing arts, it’s Mark Powell, associate director at Salisbury Playhouse. I caught up with him this week for a chat about inclusion, arts education and connecting young people with theatre (no easy task in rural Wiltshire).

“What hasn’t worked? Early projects with nowhere to go: one hit wonders that didn’t engage with our professional programme or didn’t have permanent opportunities for participants to move onto. Now we make sure there’s always a second base to aim for.”

“We need to find new ways of presenting and promoting theatre for our times,” he said. “If the only playwright young people are allowed to engage with is Shakespeare (and I love the man) we’re saying theatre is a dead art. We don’t necessarily need more government money, but we do need more government approval.”

The Guardian Professional – 18 June 2013:
Arts head: Mark Powell, associate director, Salisbury Playhouse
The associate director talks theatre outside the big city, and why the arts could do with more government approval, if not money. By Matthew Caines

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Jun. 08.

Reflektioner over ‘Inclusive Museum’ konferencen

Under overskriften The inclusive museum: the view from abroad har kulturkonsulent Yasmin Khan skrevet en kommentar i Museums Journal, hvor hun reflekterer over ‘Inclusive Museum’ konferencen, som blev holdt på Statens Museum for Kunst i foråret 2013.
Hun skriver blandt andet:

“It turns out that the UK public’s understanding of museums is not what we expected. BritainThink’s public attitude research commissioned by the Museums Association reveals people mostly want museums to care, preserve and exhibit our heritage but are not bursting for museums to be places for debate or to promote social justice and human rights.

The findings reveal the public has a different set of expectations to the aspirations of some museum professionals. The results could have been different if museums had an established reputation for being genuinely more inclusive. Perhaps we ought to take stock of what’s happening in museums beyond the UK?

I recently participated in the Inclusive Museum, an international conference bringing together hundreds of delegates dedicated to the inclusive museum ethos.

The quality of its discussions indicates progress and innovation are in hand when it comes to visitors embracing social justice in museums.

I learnt of many audience-centred projects, most memorably a town museum in Denmark that hosted a homeless person in residence for three months (at his request) and a light-therapy exhibit in Finland powered by energy donated by the local community.

Karsten Ohrt, director of Statens Museum for Kunst, Copenhagen, said: “Museums are no longer masters of knowledge, but servants of knowledge.”

I agree, but the vision of museums as servants rather than masters is one that needs to fully materialise if this is how we want the public to see us.”


“A key take-home message was the need to become more active about “in-reach” – engaging with our colleagues and peers in the sector as well as strengthening existing relationships within our reach before embarking on outreach activities.”

Continue reading here:

• Museums Journal, Issue 113/06, p18 – 1 June 2013:
The inclusive museum: the view from abroad
By Yasmin Khan


Museums Journal

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Jun. 08.

Udvikling af mobile tjenester til museer

“Dear museums, we love you. You inspire, engage and educate.” So starts culture and tech research specialist Matthew Petrie in an open letter to our beloved British institutions. “We love you because you actively bring change and development to our communities. You just make us feel good.”

But… (and you just knew there was a ‘but’ coming). “See all those people coming through your doors? You know what the vast majority of them don’t leave home without? That’s right, their mobiles.”

With some 74 percent of visitors bringing their mobile devices through the front doors with them, it’s high time for museums to be doing more with mobile.

The Guardian – 31 May 2013:
Dear museums: the time is right to embrace mobile
Most museum visitors don’t leave home without their mobile – it’s time to exploit that fact, says Matthew Petrie

When it comes to museums, mobile is about innovating the audience experience, not the technology. “There is acknowledgement that mobile is a very powerful tool, but it is just a tool and one that we need to master,” museums say, “It should be used strategically – in the right way, with the right audience and at the right time.”

The Guardian – 8 June 2013:
Mobile culture: innovating the audience experience, not the technology
Most museums have already embraced mobile, and they are thinking about it in more sophisticated and strategic ways

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Feb. 24.

Fem tips til museums- og gallerimedarbejdere

Working ‘front of house’ in a museum covers everything visitors see. Louise Emberson, Visitor Services Manager at Woking’s Lightbox gallery – shared five tips for creating great visitor experiences.

5 tips for gallery staff



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Jul. 08.

England har fået et nyt publikumsudviklings-agentur

Det hedder The Audience Agency og er resultatet af en strategisk alliance mellem de to publikumsagenturer All About Audiences, som har base i Manchester, og Audiences London Plus.

De lancerer The Audience Agency som ‘det nye publikumsudviklingsagentur for England:

It is the new audience development agency for England, offering practical advice, intelligence and inspiration for arts, museums, heritage and other cultural organisations. Its mission is to deliver quality services, an unrivalled body of audience intelligence and support on everything from community engagement, to marketing and organisational development.

From September a launch Roadshow will be touring the country talking about what the agency will be doing and finding out from the sector about current challenges and changing needs.

Two major commissions
Endorsement for this new organisation comes in the form of two major commissions from Arts Council England under its Audience Focus Fund which aim to change the face of audience development practice in this country.

The first, Understanding Audiences, is to create a single framework for collecting, understanding and using audience information across the arts sector.

The second, Best Practice, is delivered in a major partnership with the Arts Marketing Association to provide a national service to collate, share, train, and implement best practice in arts marketing and audience development. This work includes developing an online bank of resources and embedding best practice through training and one to one support.

Follow The Audience Agency on Twitter: @AudienceAgents

Read more about the new agency



Jun. 19.

Arts Council England lancerer to nye publikum-toolkits

Arts Council England – briternes kunstråd – har lanceret to nye toolkits/guider, der giver praktiske råd og tips om, hvordan man engagerer to målgruppesegmenter, der tilsammen udgør omkring en tredjedel af kunstpublikummet. De kaldes henholdsvis ‘Middag og et show’ og ‘Familie og samfunds fokuseret’.
Guiderne giver oplysninger, som kan hjælpe kulturinstitutioner til bedre at forstå disse to målgruppesegmenter.

Family & Community Focused Toolkit [PDF]

Dinner and a Show Toolkit [PDF]



One of the Arts Council’s 10-year goals is for more people to experience and be inspired by the arts. We know excellent work is being created all over England and that more people than ever are engaging with the arts, but we think there is real potential to attract even bigger audiences, reach even more people and make sure those who engage with the arts do so more regularly.

We want to work with arts organisations across the country to enable them to have an even-stronger focus on building audiences – so that they remain central to the communities they serve. Our aim is to ensure that people, wherever they live and whatever their background, have access to excellent art and that we break down the economic and social barriers that stop people enjoying the arts.

The first step towards achieving this goal, is to understand why and how different people engage with the arts in England. The Arts Council’s Arts Audiences: Insight research identified 13 distinct audience segments and looked at how the arts fit into the lives of these groups, their engagement with and attitudes to the arts, and how they spend their leisure time. It also considered socio-demographic
factors, media consumption and lifestyles. You can read more about this research by visiting www.artscouncil.org.uk/audienceinsight

This toolkit concentrates on the segment we call ‘Dinner and a show’, which accounts for about 20% of the English adult population. It aims to help arts organisations attract this particular section of the population to their work, setting out the characteristics of this group and providing a six-point process for encouraging them to experience the arts.

The toolkit also provides case studies from organisations that have undertaken pilot projects aimed at attracting this audience segment.

I’d like to thank &Co, All About Audiences and Audiences North East who have worked alongside us on these toolkits, and also all the organisations that volunteered to be case studies for this research.

I’m sure these toolkits will be really useful to organisations across the country as they look to attract new audiences to the arts.

Alan Davey
Chief Executive, Arts Council England

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Jun. 17.

Generation Z i den digitale tidsalder

Generation Z & Digital R&D – kultur-apps og videoblogs, som er værd at kigge på

Culture Geek mener, at det digitale er vigtigt for alle, der arbejder med kunst og i kultursektoren – fordi det er vigtigt for publikum.

Generation Z – som vil sige unge, der er født mellem 1992 og 2000 – er den første generation, der er vokset op i den digitale tidsalder, og deres yngre søskende kan forventes at blive endnu mere teknologi-ferme. Hvordan skal kunstverdenen forholde sig og relatere til den digitale generation? Find ud af mere her.

Tag et kig på Tates ‘magic ball’ app her – for den er designet til Generation Z.

Arts Council England – som svarer til Statens Kunstråd i England – er i gang med at dokumentere forløbet af de otte Digital R&D-finansierede pilotprojekt-eksperimenter i mobile spil, sociale medier, distribution, brugergenereret indhold og mere. Se deres første video blogs her.

En rapport om Gen Z kan læses her.

Kilde: Audiences UKs nyhedsbrev AUDIENCE NEWS 15. juni 2012

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Apr. 12.

Hvorfor servicedesign er den næste store ting inden for innovation i kulturlivet

Edinburgh-festivalerne arbejder systematisk med nytænkning og værktøjer, der kan producere bedre oplevelser hos de tolv største Edinburgh-festivaler, både for publikum, kunstnerne og festivalorganisationen selv.
Det fortæller en ledende producent af Edinburgh Festivalernes Innovation Lab, Rohan Gunatillake,
i en artikel på hjemmesiden for den britiske avis The Guardians kulturnetværk.

Som en del af det igangværende udviklingsarbejde er de begyndt at arbejde med selve “festivalens DNA” og har derfor etableret et samarbejde med det Glasgow-baserede firma Service Designer Snook. Samarbejde blev etableret efter de havde stillet sig selv dette spørgsmål:

“Hvad sker der, hvis vi ser innovation gennem øjnene på en designer? – og ikke mindst: en servicedesigner?”

Rohan Gunatillake beskriver under disse fire overskrifter, hvad han ser som de vigtigste grunde til at servicedesign er så vigtigt lige nu:

1. Hvad folk ønsker, er ikke altid, hvad organisationer ønsker

2. Vi har ikke råd til at begrænse innovation til kun at omhandle teknologi

3. Vi skal tilpasse hjulet, ikke opfinde det

4. Vi har brug for en mere veletableret kultur-prototyping

Læs Rohan Gunatillakes artikel på:

Spørgsmål om servicedesign kan også stilles til Audiences Denmarks projektkonsulent Maria Christensen.


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Mar. 09.

Britiske The Guardian åbner online netværk for publikumsudvikling

Guardian Professional som drives af den britiske avis The Guardian, har via deres hjemmeside etableret mulighed for at netværke indenfor forskellige brancher, herunder også kultur og publikumsudvikling.

Guardian Professional har blandt andet lavet en ‘hub’ med særlig fokus på publikum og publikumsudvikling.

Det er gratis at tilmelde sig, og tilmeldingen foregår online på:

Med dette netværk ønsker Guardian Professional at skabe et forum, hvor der kan samles erfaringer, netværkes, gives gode råd og indsigt til kulturlivets aktører.

Som medlem kan man udveksle erfaringer via egne indlæg, og man har også mulighed for at kommentere på andres. Yderligere kan man chatte og blogge, samt læse aktuelle artikler om kulturlivet og følge med i en kulturdagbog.

Guardian Professional er en afdeling under Guardian News & Media.

Maria Christensen



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