New Audiences V6 25.5 - Norsk publikumsutvikling

Introduction
The New Audiences Programme was a milestone in arts funding in England. It was
set up to encourage as many people as possible, from all backgrounds and every
walk of life, to participate in and benefit from the arts.
New audiences
Audiences included participants, readers, buyers, online viewers, listeners and
attenders at events.
We invested £20 million over five years to help arts organisations reach out to new
audiences in all parts of the country.
New Audiences aimed to:
• tackle the barriers which stop people
engaging with the arts
• increase the range and number of people
participating in the arts
• create new opportunities for people to
become involved in the arts in different
spaces and places
• allow learning and sharing of experiences
between organisations to improve audience
development practice
The New Audiences Programme provided a unique
opportunity to look in-depth at different ways of
encouraging people to participate in the arts.
Many of those involved with the programme also
discovered new ways to release creativity - both for artists
and audiences. One of the most compelling conclusions
of the programme is that organisations that understand,
trust and value their audiences are more likely to produce
powerful art and therefore more likely to thrive.
New Audiences was about giving Arts Council England
and arts organisations the opportunity to try out new
things, to take risks, and to grow. An important outcome
has been to encourage those who took part to share
their findings and the lessons learned. We are now
building on the wealth of knowledge and experience that
we have gained through New Audiences, to develop
organisations and audiences for the 21st century.
Peter Hewitt, Chief Executive, Arts Council England
Key facts
• Funding for New Audiences was £20 million –
spread across England
• The programme ran from 1998 to 2003
• A total of 1,157 awards were made
• Work across all artforms was funded – classical,
contemporary, traditional and cutting edge –
from visual arts, theatre and literature through to
dance, music, carnival and live arts
• Independent evaluation, research, training and
development work was also funded
• New Audiences generated more than four million
attendances to live arts events
• In addition, large numbers of new audiences for
the arts were attracted through broadcast, online
and promotional partnerships. Channel 4’s
Operatunity reached over seven million viewers
over the four part series
• The New Audiences website provides unique
information on audiences and includes full
information on the programme and the
projects funded
Young people
23%
Social
inclusion
5%
Rural
4%
Older
people
1%
General
33%
Diversity
20%
Disability
9%
Family
5%
Value of awards by audience focus
(value of awards)
NOTE: Figures used throughout this document are drawn from
the New Audiences report, published 2004
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