Developing young audiences – Good Reads
Ahead of Takes One To Know One, our free one-hour web chat looking at how to work with young people to develop young audiences, we’ve rounded up some of our favourite content from the web looking at young audiences.
We’ve been busy talking to young people at the Roundhouse in London and posting the results on our YouTube channel. Troy and Zeenat, artists from the ArtsTrain Academy chat to Abimaro Gunell about what motivates them to see live music and, in another clip, how they think organisations should work with young people when planning and organising gigs. And Cecilia Knapp, Roundhouse Youth Engagement Officer, interviews Naomi Brown about recruiting young ambassadors.
The Kids Are Alright, a lively panel discussion looking at building young audiences for non-mainstream music, was filmed during last year’s Joining the Dots One Dayer and featured guests from Non-Classical, Nest Collective, Fruit and Wired4Sound.
Michael Noonan has filmed some really useful video evaluation of the Lincolnshire 1 Reaching Out to Audiences project. We like this interview with Charlie Kemp, Audience Development and Participation Officer for Lincolnshire One Venues, who talks about the lessons she has learned from the Young Cut programme at the Drill Hall.
We also recommend watching this video taster of Lancaster Library Service’s award-winning project Loud in Libraries, attracting young fans to gigs in libraries across the region.
There’s plenty of information on line looking at young people’s behaviours and motivations more generally. Voxburner (organiser of the Youth Marketing Strategy) is a great location for insight, trends and blogs on youth consumers – in this blog they give us key trends in 2015: social media consumption, work habits, priorities and more. According to The Media Briefing, many of us still underestimate quite how much media consumption habits differ between generations. They provide a helpful roundup of some of the differences in the way the young consume media. Over on the Guardian, there’s a report from the 2012 Youth Marketing Strategy Conference. Research points to young people wanting brands that make life easier, not those that want a conversation.
This blog by BBC Introducing’s Jen Long reminds us that seeing and playing live music is an expensive business – for young audiences as well as fans.
Over in the USA, theatre blog 2AMt reminds us of the Top Five pitfalls to avoid when aiming to build a younger audience. Whilst back in the UK, arts marketing guru Heather Maitland reports on how to build young audiences for jazz.
Not music, but there’s a useful case study via CultureHive, on how Teeside University – with limited budget – widened their marketing campaign to include parents and and key influencers with spectacular results.