Audience development in the arts : a case study of chamber music

Over the last two decades participation rates in the arts and cultural activities have been static. However, the importance of increasing the number of people taking part in arts activities has been recognised and an increase in arts participation has become a formal target agreed between the Department of Culture Media and Sport and the Treasury for the period 2005 to 2008. This research focuses upon two fundamental aspects of audience development using the findings of 1848 responses from chamber music attenders at Music in the Round’s inaugural and second year national tours. The research quantifies the audience development effect and evaluates the quality of this effect through analysis of specific marketing strategies pursued. The paper concludes that there is no successful ‘one size fits all’ approach to audience development. However, it is suggested that the identification of local strengths and a strong commitment to building relationships with potential audiences are fundamental factors in finding the right approach to successful audience development.