Agata Etmanowicz
Audience development is not just something you do, it’s who you are
The concept of audience development is becoming more and popular lately, mainly because of the fact that the European Commission has made it one of the main focus areas of its Creative Europe Programme.
But what is audience development really about? How does it work? Can it be useful? Is it just a new, fancy way to call marketing? Or maybe it is something we already do, only we don’t call it that?
You can come and decide for yourself. The truth is that it doesn’t matter if you are working for a theatre company, dance association, philharmonic orchestra, dealing with cultural heritage or contemporary art. Nor does it matter if you are in a well-established public institution, a small NGO, or you’re a rebel running an informal initiative. If you’re in a big city or a small village. What we all – as cultural workers - have in common is: PEOPLE, our AUDIENCES.
Our audience is our fuel. It does not matter if we are publicly supported, apply for grants, sell tickets or have a policy of free entrance. The audience is the reason for our existence.
And no matter how good we are (or we think we are), we can always get better at what we do! Audience development could help with that…
Agata Etmanowicz
If you wish to learn more about me, to get a general idea on what to expect from the workshop: read this!
#socialusefulness
That’s my core value. I base all my professional decisions on that. Not money, not prestige, but being useful to others.
#fun!
You can be professional and effective while not being dead serious. I think that there’s nothing wrong in having fun while you work! :)
#PEOPLE
I like PEOPLE. Even when they give me reasons for stop liking them. Maybe I’m naive. I don’t care! I’ll stick to my guns for as long as I can.
#timeproduction
There’s never enough time! And there’s so much to do! And there’s time needed for ‘doing nothing’. I’m still looking for a perfect formula for time production… and I’m getting closer and closer everyday.
#analog
Still not on Facebook. Prefer direct contact with real people. Old school maybe (even though I’m not THAT old). I believe that communication is hard enough (even face to face).
#teleportation
Not that I don’t like new technologies and inventions… I’m especially waiting for this one. My life would be much easier.
#process
Everything is connected. Don’t do ‘projects’ any more. Trying to see the bigger picture. In everything I do. Also with audience development. It’s not about the project, it’s all about the process…
