Audience Development Research Articles

Classical Concert Visitor Types: Attendance Motivation, Expectation, and Experience

The motivation to attend cultural events is an insightful aspect with which to study audiences. To understand their motivations and experiences is key for audience development. However, classical concert visitors have rarely been studied in this regard. Moreover, the relationship between motivation and experience has not been studied at all. To shed light on this topic, 802 concertgoers of a concert series were surveyed before and after the concert about their motivations, expectations, and experiences and also provided sociodemographic information. A cluster analysis of motivation items reveals four types of concert visitors: concert accompaniers, concert enthusiasts, social-event visitors, and music lovers. The statistical analysis of the types shows that they also differ regarding frequency of concert attendance, music education, lifestyle, listening modes, etc., as well as regarding their expectations and experiences. For the field of audience research, this analysis represents a comprehensive and novel perspective on classical concert visitors and offers meaningful implications in the fields of arts management, cultural sociology, and concert design.

Harmonizing digital innovations with Western opera: A literature review of audience development strategies

The convergence of technology and performing arts, particularly Western opera, has revolutionized audience engagement and development strategies. This literature review explores integrating digital innovations with traditional opera, aiming to enhance accessibility, interaction, and audience participation. Key areas examined include the shift from passive to interactive audience roles, the use of digital media to break down barriers and foster engagement, and case studies of Italian creative industries implementing these strategies. The study highlights the importance of understanding audience motivations, abilities, and opportunities to engage new and existing audiences effectively. It also underscores the role of digital tools in revitalizing public engagement and fostering community in the performing arts.

Audience development through cultural synergies: Organizing an exhibition of postmodern art at the Historical and Folklore Museum of Nikiti

Audience development, the notion of maintaining and increasing cultural organizations’ audiences, is inextricably linked to marketing. Marketing tools facilitate constant communication with audiences and broaden the experience of art even after the actual visit to an organization’ s premises. The paper examines the development of audiences in regional museums in Greece through synergies with other art forms and the use of marketing tools. The author examines the case of organizing a periodical postmodern exhibition with works by an Austrian painter, in the Historical and Folklore Museum of Nikiti. The aim of the research is to develop the museum's audience by featuring a new artist and promoting the event through various marketing tools and technology. The research questions revolve around political, economic and social issues and the ways they affect audiences’ attendance, the sustainability of regional museums, the recruitment of specialized staff, the creation of a strategic financial management and marketing plan for the museum and the specific exhibition. The outcome of the research could be used as a guide for regional museums that strive to increase their audience, as it proposes synergies with various art genres, periodic exhibitions of new artists as marketing tools for audience development.

A Review of Audience Experience and Audience Development in Theatre Performance: Exploring Key Dimensions and Impacts

This review explores the dynamic relationship between audience experience and theatre performance, focusing on key elements such as knowledge, risk, authenticity, and collective engagement. It examines how theatre fosters emotional connections, motivates engagement, and delivers lasting benefits such as enhanced wellbeing, strengthened relationships, and broader perspectives. The review further discusses audience development strategies, including outreach, marketing, education, and taste cultivation, while addressing the challenges posed by shifting audience demographics and preferences. Drawing upon these empirical insights, the review highlights theatre's enduring ability to inspire, connect, and transform, reaffirming its significance as a cultural cornerstone and a driving force in enriching shared human experiences.

‘Making Every Seat for Everyone’: Audience Development Research Report for New Independent Cinema FilmLab

The British independent film industry has experienced a consistent decline in revenues over the past decades, resulting in heightened competition among independent cinemas. FilmLab, a newly established independent cinema affiliated with ArtsLab - a highly regarded arts organisation in Edinburgh – has commissioned this report in response to its client brief. The aim is to help FilmLab attract wider audiences using limited financial resources. We adopted audience development as the approach to address these concerns because of its two characteristics: first, its social objective of making the arts widely accessible, and second, its equal attention to the needs of existing and potential audiences. Existing research emphasises the significance of reducing barriers to participation in the audience development process. However, much of the previous work in this field has primarily focused on mainstream cinema attendance. As a result, the applicability of these findings for niche, less economically productive independent cinemas remains unclear. Therefore, this report mainly examines the barriers that prevent Edinburgh residents from independent cinemas and explores how FimLab can increase participation among different groups by creating more opportunities for participation. Through a questionnaire and eight follow-up interviews with Edinburgh residents, along with semi-structured interviews with five industry experts, we identified barriers and potential incentives in four crucial aspects: visibility, attractiveness, affordability, and sustainability. Meanwhile, we developed corresponding recommendations. We propose that independent cinemas could serve as open and accessible spaces for all audiences by reducing the common barriers to audience participation. The findings of this report may offer references for the identification of barriers to independent cinema attendance, while our strategies could inspire audience development strategies for independent cinemas.

Growing the Hearts of Audiences: Community-Engaged Learning and Studies in Audience Development

Abstract: Diminishing audiences is a theme of recent industry news articles announcing pauses and closures of some of the country’s most prestigious regional theatres, often citing COVID-19 as the determining factor. While the pandemic has certainly brought audience decline to a head, decades of diminished arts education and the prioritizing of profit over community engagement have exacerbated the falling-off. What lessons can theatre departments and training programs take from this scenario? This article outlines a pedagogy of audience development embedded in early arts education and identifies six attributes for community-engaged learning. Audience development is clearly a priority for ensuring that our venues are full and current students have an industry to graduate into.

Sports Betting Experience Research on the Impact of Professional Sports Audience Development

Sports Betting Experience Research on the Impact of Professional Sports Audience Development

New management approaches and sustainability: the case of the Museo del Traje in Madrid

ABSTRACT Times have changed and museums are adapting to it. Their traditional functions have evolved, and the sustainability of these institutions is becoming increasingly important. Therefore, museums are facing a paradigm shift: from heritage-focused to society, especially their audiences. These institutions must now foster and develop social and economic approaches to adapt to this new situation. Cultural democracy and audience development are emerging as an effective approach and management tool in this adaptation process. This research focuses on the case of the Museo del Traje of Madrid [Costume Museum] in Madrid. Through the study of the Museum's website on its activity and in-depth interviews, this article gathers the information analysed to highlight the effort made by this museum in terms of sustainability through its face-to-face activities. The conclusions reveal that despite the efforts made by the museum in its adaptation process, a new management approach is needed to enhance this work. In this way, by improving its management, the Museo del Traje can become a replicable model of a museum that works to promote sustainability.

Expansion and Audience Development Management of the Chinese Original Musical Theatre Market: A Case Study of the Small Theatre Musical “KING’S TABLE”

Expansion and Audience Development Management of the Chinese Original Musical Theatre Market: A Case Study of the Small Theatre Musical “KING’S TABLE”

Mediação artística: ações entre a universidade e a escola

This study aims to understand how artistic mediation and audience development initiatives contribute to educate artists, particularly undergraduate ones. We draw from our experience with extension projects that establish connections between undergraduate students and students in basic education to assess the impacts of the developed actions on participants’ education. Conceptually, we rely on the studies of mediation and audience development by Flávio Desgranges, Maria Lucia Pupo, and Ingrid Koudela.

The concept of Audience Development vs. Arts Marketing. Critical analysis

The concept of Audience Development vs. Arts Marketing. Critical analysis

Directing the Contemporary Theatre: The Case of Oki’s Night of Ijalo

In contemporary times, the sophistication of media gadgets coupled with the development of the media-savvy audience has necessitated the theatre to devise alternative ways to sustain audience attention and interest. This has required theatre directors to revisit their approach to interpreting contemporary performance by engaging several elements of aesthetic communication to enhance the overall outlook of the performance and boost show business. Contemporary theatre directors, as the example of Olumide Oki (2023) illustrates, have identified this need by establishing a deliberate use of media elements and thus birthing techniques essential for the creation and interpretation of the contemporary performance. This paper engages Hans-Thies Lehmann’s post-dramatic theatre as a theoretical framework. It is a descriptive study that secures its data through participant observation of the 2023 production of Night of Ijalo by the Zion Royal Theatre. Based on the perception that the media has become an intrinsic part of the daily routines of the contemporary audience, Oki prioritizes the need to create a media-intensive theatre experience for the media-savvy audience. Hence, he adopts a mixed-media technique to boost his directorial interpretation and provide a seamless connection with the audience's demand through the deliberate use of aesthetic communication, intermediality, sound prerecording, mediation and mediatisation, and spectacle. With the mixed-media technique which includes the use of several media elements, Oki presents the media as a quintessential part of the contemporary performance and recommends it to theatre directors as a valuable technique for enhancing directorial interpretation and creating a media-oriented theatre experience.

실내악 작품명성, 연주자명성이 관람만족, 고객충성도, 구전활동에 미치는 영향

audience’s loyalty and their word of mouth activities to the chamber music. The study was implemented to understand the effect of the reputation and the popularity of the music to the audience’ loyalty and satisfaction and to provide sufficient and essential data for conductors and operators of chamber music. A questionnaire has been conducted on people who are located residing in Wonju and have experience of attending musical concert within in last 3 years for empirical purpose. The purpose and the method of the questionnaire were informed in advance thoroughly when it was carried out just before they answered it. Sampling method was carried out by using nonprobability sampling and convenience sampling, the summery of result as follows Firstly, the popularity of the music and the degree of fame of the players have a positive effect on the satisfaction of audience and the popularity of the music have an effect most of all. Secondly, on relation between audience’s satisfaction and the loyalty audience’s satisfaction of the music have a positive effect on their loyalty. Thirdly, the loyalty of the audience have a positive effect on their word of mouth activities. Fourthly, satisfaction the audience have from the chamber music concert, have a positive effect on their word of mouth activities. It is found out that the popularity of music and the degree of fame of the players have a positive effect on the audience’s loyalty and thier word of mouth activities in this research, which suggests that vitalisation of chamber music should be carried out through development and management of audience.

Better Late than Never: Promoting Cultural Consumption Among the Elderly

AbstractCultural activities are greatly beneficial to older individuals but, unfortunately, many still face significant barriers that limit their ability to enjoy the arts. To tackle this issue, we have analysed data from an Italian audience development and engagement program for seniors, which was implemented at local level. By using an agent-based model, we discuss the potential effectiveness of audience development policies before implementation. Our research shows that social policies aimed at promoting cohesion and creating personal relationships can significantly increase the success of such initiatives. Moreover, our findings underline the importance of implementing targeted policies and engaging key individuals to ensure that older people can access and enjoy cultural activities.

Culture and creativity as assets for inclusive growth in small and remote places: a design-led process

This paper aims to highlight the design-led process in the research and the range of its application in contexts beyond the mainstream: the decentralized areas, defined as “small and remote places”. This is based on an ongoing action-research project called SMOTIES - Creative works with small and remote places, a four-year co-funded project by the Creative Europe Programme of the European Union. The ten partners involved in the project come from the cultural realm, including universities, design/art collectives, NGOs, and design associations. They aim at knowledge transfer, capacity building, and audience development in 10 small and remote areas in their own country. This paper refers to the first two years’ activities focusing on the shared methodology and overall program.

Engaging New Audiences: Innovative Tools for Museum and Gallery Development in Slovakia

The concept of audience development has taken a main role in current situation among cultural institutions. After the coronavirus disease, COVID-19, a lot of cultural institutions have a problem with financing of their activities and re-engaging with their audience. The aim of this paper is to analyse the state of audience development tools among the cultural institutions and galleries in Slovak Republic. This article relies on quantitative research to examine the complex of tools used by these institutions to achieve their goals and reach their target audiences. The research question focuses on identifying the types of tools used by these organisations to engage both potential and current audience. The research primarily highlights the significant role of social media and other digital tools in reaching younger audience.

Énvesztés tizenegy képben. Radoslav Dorić: Mockinpott úr kínjai és meggyógyíttatása, 1974

The study, on the basis of contemporary documents (newspaper articles, interviews, reviews), analyses the performance of the Novi Sad Theatre based on Peter Weiss’s Mr. Mockinpott: How He Was Cured of His Sufferings directed by Radoslav Dorić. Despite the fact that at the time of staging the company struggled with serious financial and functional problems (lack of its own building and company, audience development problems), the play is referred to as one of the productions that built the theatre’s reputation. The performance in Novi Sad has expanded the original text with a subplot and ballads connecting scenes. The actors used pantomime tools instead of verbal communication, and the director has also included acrobats in the scenes, recalling the traditions of the conventional Japanese theatre. The grotesqueness of the set designer concept, employing the playing field and props of fair play, exceptionally helped the director’s ideas and the pantomime to succeed. György Fejes, who played the main role, received the Golden Laurel Wreath Award for the best male role at the Festival of Small and Experimental Theatre in Sarajevo in 1975.

Museum memes

Internet memes are a culturally significant aspect of digital media and communication. Many memes draw on themes and sources from museums, including specific objects and images. This has significance for museums’ digital communications and audience development, presenting not only opportunities for engagement but also reputational risks. This article presents a brief overview of relevant scholarship in memetic media to introduce some key definitions and dynamics of internet memes. Following this, it explores three brief case studies of ‘museum memes’ to illustrate some of these concepts. Finally, it considers how museums and heritage institutions might respond to popular memes and how heritage scholars might begin to approach memes as research subjects.

User Experience (UX) in the Cultural Field

This commentary paper aims to pro-mote the acknowledgment of user experience (UX) research principles in the cultural field. As discussed in the preceding dissertation, The Meaning of Participation: Detecting the space for inclusive strategies in the Finnish and German museum context (2022), efforts to get to know one’s audience (or users) should not be ignored. What is the meaning of UX research, why should it be used sustainably, and how can it be ben-eficial? This paper aims to answer these questions by explaining and unfolding the reasons for conducting such research and proposing it to the cultural audience development work.

Community development via performing art: considering a community theatre intervention

Abstract This paper contributes to a reflection on the relationship between community development and performing art. It discusses the possible effects of a community theatre with regard to social and cultural capital, social inclusion, and audience development in Turin (Italy). This form of artistic production can promote social ties and participation in cultural activities and increase social and cultural inclusion, key values in community development. We examine audience characteristics, development, and appreciation as the primary indicators of success, as perceived by selected stakeholders, within the context of a single case study. The intervention involved a heterogeneous audience of people who usually do not participate in neighbourhood activities and/or attend artistic-theatrical performances. As stated by the stakeholders, the project was appreciated and its impact on the citizenry was positive, particularly for the cognitive and emotional involvement and the heightened awareness of often hidden or unknown problems and resources. Limitations are also discussed.