VAFF held a discussion session on the question of ‘the audience’ in the visual arts field. The session brought together representatives of a number of art organisations and collectives active in the visual arts scene. Discussion revolved around the different intricacies and levels of the audience for the visual arts. Based on their particular programmes and events, each organisation defines its target audience differently. Representatives for each organisation explained that ‘the audience’ could not be viewed as a single homogeneous unit. As well as the diversity of the audience(s), there are different levels of audience interaction with visual artworks. Similarly, the impact the visual arts organisations have in society is multi-layered and complex; such impact is cumulative and requires long-term work.
As a result of the discussion, an intervention (a specialised workshop) on audience building was designed and provided by two senior trainers from the Audience Agency. The intervention aimed to respond to the scene’s needs in terms of developing organisations and collectives work with their audiences.
Audience Building Workshop Material
About the Audience Agency:
The Audience Agency is a British, not-for-profit organisation. It specalises in providing support to art organisations that are working on engaging their audiences and strengthening the ties between society and the organisations’ varied activities and programmes. The Agency tailors its support and consultations according to the different needs of the organisations. This can range from simple consultations to help organisations better understand the needs of their audience, to developing plans and strategies for working with audiences, using different visual tools and research methods.