AAA Advice on Audience Development

Developing an audience can be hard work. It requires ambition, planning, commitment and creativity. The aim of this resource is to give you some tips and tricks on how to grow your audience and develop a market for your work.

By Anthea Mackenzie, Arts Access Australia. Published 2004.

Download: docAAA Advice on Audience Development380.5 KB

The National Arts and Disability Strategy (NADS) identified that “it can be difficult for artists to reach a wider audience”. One of the strategies suggested in NADS is to: ‘increase exposure of artists with a disability through promotional and marketing.’

This resource will look at marketing strategies and audience development. Although the two are closely connected, there are some differences:

  • Audience development is about getting to know your audience and building a long-term relationship with them.
  • Marketing is the selling of your work through advertising and promotion.

Throughout this booklet you will find practical suggestions and activities to help guide you on your path as you develop your artistic profile and achieve recognition for your creative work.

It is important to remember that audience development is an ongoing process; it’s about the journey, not just the destination. At times you may feel like you are riding on the crest of a wave. At other times, it may be overwhelming. However, every journey begins with a single step. So pick up a pen, turn the page and take it!

This practical document will guide you in a number of activities and tell you how to:

  • Develop a Five-Second Intro
  • Make a Plan
  • Set Goals
  • Do a SWOT Analysis to identify your Strenghts, Weaknessness, Opportunities and Threats
  • Create annual and event timelines
  • Keep in touch
  • Make connections and develop networks
  • Promote your work
  • Get to know your audience

To find out more

Download: docAAA Advice on Audience Development 380.5 KB

For more information or to ask for this document in a different format, Contact Arts Access Australia.

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