There are many views on audience development. Some argue that it directs artistic content. Others believe that the many are paying for the few to experience publicly funded culture. Some are already reaching an audience but want more visitors. Others find the word ‘audience’ to be problematic, since it suggests that the visitor is passive. Some art and cultural institutions think that audience development is about packaging, leaving the task to their marketing departments, while others see it as being part of artistic development.
In AUDIENCE – An Anthology on Art, Culture and Development, we have invited thirteen writers from Sweden and abroad to share their thoughts, experiences, knowledge and perspectives relating to
the audience. The contributors are artists, researchers and leaders in the cultural sector. Each brings their own perspective, helping to broaden, question, embrace and use the term. What does it mean to work with audience development, and in the end, who is developing who?
Audience is produced by RePublik, Kultur i Västs Center for Audience Development. The anthology was first published in Swedish August 2018 and is now released in a digital English translation.