New audiences is about promoting access to arts content
Access to arts content is changing dramatically due to the proliferation of digital media devices such as mobile phones and portable music players, and improved digital infrastructures such as broadband and wireless technology. Arts content is now just as likely to be enjoyed on the move or at home as it is in a gallery, museum or theatre.
As digital infrastructure improves, national broadcasters, telecommunications companies and online publishers will play an increasingly pivotal role in the distribution of arts content.
You can develop your audiences in two ways:
1) Generate new ones – take your content to people in different places across different platforms, or bring new people in to your world.
2) Build better relationships with the ones you already have – social networks allow us to connect with people far longer than their engagement with your work. Consider their journey from the moment they hear about your event through to their conversations with friends about it afterwards.
Here are a few of the ways we can help:
The Research team are measuring the consumption of, and demand for, arts content on digital platforms. Their analysis we will help us to advise you where your new audiences are and what type of content they want to engage with.
Some of our Industry Partnerships are focused on getting your content out to people where they are. ABC, Internode and Google all have platforms which can extend the reach of your venue or experience. We can help to broker partnerships where your content and their platform can work together harmoniously.
You might not feel equipped to build relationships with your existing audiences, or to reach out to digital natives in their socially networked terrain. The Advice Project offers an audience data and visitor information service, as well as training and support to those who need it. Our own Geek in Residence pilot program could place a technically confident practitioner in your organisation for up to six months, working across all areas of operations, including Market Development.
Image: Audience at Sydney Opera House by Fee Plumley 2009.