Artistic Vibrancy, Design and Audience Development · Artistic intentionality •Intention 1...
Transcript of Artistic Vibrancy, Design and Audience Development · Artistic intentionality •Intention 1...
Artistic Vibrancy, Design and
Audience Development
@_lisabaxter
What do the words‘artistic vibrancy’ mean to you?
•Audience numbers
•Ticket sales
•Ticket income
•% first time attenders
•Socio-demographics
•Market penetration
1. What did the Artistic Director intend from the audience perspective?
Artistic
Intention
1. What did the Artistic Director intend from the audience perspective?
2. To what degree was this experienced and valued by the audience?
Audience
Experience
Artistic
Intention
1. What did the Artistic Director intend from the audience perspective?
2. To what degree was this experienced and valued by the audience?
3. What does this reveal about the artistic vibrancy of the production?
Artistic
Intention
Artistic VibrancyThe degree to which artistic intention
and audience experience align
Audience
Experience
Artistic intentionality
• Intention 1
Programme choice and impact on audience motivation
• Intention 2
Programme choice and impact on audience expectations
• Intention 3
Artistic choices and impact on audience experience
• Intention 4
Artistic choices and impact on subsequent value placement
Artistic
Intention
The Mist in the Mirror
What we learnt …Audience Motivation
• The degree to which the programme proposition impacted on motivation to book from within a population of low arts engagement.
Audience Expectation
• The precise dimensions of audience expectations based on genre and title.
Audience Experience
• In-depth understanding of the intrinsic audience experience of the production
Value Attribution
• The degree to which those experiences impacted on over-all value attribution and propensity to re-engage.
Artistic Vibrancy
• The degree of alignment between the artistic intentions and actual audience experience.
Audience
Experience
Value of this Approach
• Encourage Artistic Reflection
• Develop Audience Sensibility
• Inform Artistic Risk
• Explore Dimensions of Artistic Vibrancy
• Fuel long-term Audience Development
Artistic
Vibrancy
Courthouse Gallery
Repelled
Pain
Body
Banal
Small
Now
Seduced
Beauty
Heart and Soul
Precious
Vast
Timeless
Designing for Experience
Develop
personas
Develop
personas
Empathy
“Creativity is putting your
imagination to work, and it's
produced the most extraordinary
results in human culture.”Ken Robinson
Develop
personas
Empathy
Ideate
• Serious play with purpose
• A creative tool for developing new ideas
• Gives you permission to take risks
• Makes abstract concepts tangible
• An opportunity to fail well and cheaply
Develop
personas
Empathy
Ideate
Prototype
Develop
personas
Empathy
Ideate
Prototype
Test
1. Curatorial intention from an artistic perspective
Curatorial
Authority
1. Curatorial intention from an artistic perspective
2. Design pathways to connect, engage and hold meaning for specific audiences.
Audience
Sensibility
Curatorial
Authority
1. Curatorial intention from an artistic perspective
2. Design pathways to connect, engage and hold meaning for specific audiences.
Curatorial
Authority
Artistic VibrancyThe degree to which curatorial authority
and audience sensibility align
Audience
Sensibility
Designing embodied experiences• Create a ‘de-compression’ area to quieten inner noise and alert the senses
• Choreograph a physical and sensory journey through the exhibition
• Through the design of different atmospheric environments
• Using light, sound, colour, digital projection and tactile elements
Designing beyond the gaze• Offer structured and unstructured opportunities to become makers
• Create space for reflection and quietness
• Provide opportunities to physically experience the work in a focussed way
• Allow people to ‘scavenge’ and find objects as the artists did and see their beauty
• Programme artist and audience sharing events
“Our biggest learning was that as arts programmers
and curators we have an obligation to our audiences
as well as our artists, and that our role is in facilitating
innovation, collaboration, and audience empowerment
over and above disseminating expert knowledge.”
Mollie, the curator
Oldham Coliseum
• Theatre
• Evaluative
• Research based
• Artistic Intention
• Audience Experience
Courthouse Gallery
• Visual Arts
• Formative
• Design led
• Curatorial Authority
• Audience Sensibility
The insightful pursuit of artistic vibrancy is
essential in building enduring audience
relationships.
Over to you …