Audience Development from Principle to Practice for the Public of Contemporary Music

ONpaper. Digital workshop series by inm / field notes berlin | ON - Neue Musik Köln

Who attends or does not attend contemporary music events and activities? What are our strategies for increasing and diversifying this audience?

The term “Audience Development” is frequently used in the context of cultural strategies, but what does it mean and what is its relevance to contemporary music? This workshop will look at the theories and practices of the development of audiences and how it might help us in our work. As well as outlining methodological models and providing case studies for inspiration, there will also be opportunities for discussion and debate. This workshop will be facilitated by Jonathan Goodacre from The Audience Agency who works across a wide range of areas related to public engagement with arts and culture.

Jonathan Goodacre is Senior Consultant at The Audience Agency, based in the UK and working internationally. Current projects include evaluation of Galway 2020 European Capital of Culture, evaluation of the British Council Digital Collaboration Global Project and contributing to the Adeste Plus Creative Europe project on new approaches to audience development. He is part of the European Capitals of Culture Academy Camp and a pedagogic team member of the European Diploma in Cultural Project Management.

About Onpaper

The COVID-19 pandemic is fundamentally changing the cultural landscape and exacerbates many of the challenges freelance artists have to face. Audiences have to be addressed via social media and artists have to compete on a transregional virtual stage. Professional and productive self-presentation in digital space becomes ever more indispensable. At the same time, the banning of concerts has exposed what impact precarious risk management, contractual pitfalls and legal grey areas have on cultural producers. Meeting these challenges requires technical, strategic, and legal knowledge.

We would like to explore the affordances of digital formats with a cooperation beyond the boundaries of cities and artistic communities in order to provide concrete tools to its members. Together, the inm / field notes berlin and ON – Neue Musik Köln offer a workshop series on the topics of positioning, communication and audience development as well as music and law. In several workshop sessions before and after the summer break, experts will supply the participants with basic skills for independent artists.


The workshop will take place online on Zoom on 23 June 2021, 2-5 pm, the language will be English. Participation is for free.

Participation in some of the individual workshops will be limited. We would therefore like to ask you to only register if you can guarantee your attendance. Therefore, we ask that you only send in binding registrations!

Please register your attendance by 21 June via this registration form.