European Audiences: 2020 and beyond
Engaging a broader public with cultural works is a priority for the European Commission. This is the reason why “audience development” is one of the priorities in Creative Europe, the EU funding programme for the cultural and creative sectors. Audience development is rapidly becoming more wide- spread, but some cultural organisations have already developed an engaged relationship and dialogue with their audiences for a long time.
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The conference began with a discussion on what audience development is and why one should consider it as a core part of any organisation and event planning. It then explored how audiences could be empowered through involving them upstream in programming, how audiences can be engaged by sharing the experience in dialogue or actively in the process, how audiences can be further expanded and diversified, and challenges for cultural institutions in terms of hosting and managing the audience and their expectations. Credit © European Union
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