From Arts Marketing to Audience Enrichment

How Digital Engagement can Deepen and Democratize Artistic Exchange with Audiences

Ben Walmsley

The paper describes a project that used a bespoke online platform to allow the public to commission, interact with and reflect upon two dance performances at Yorkshire Dance in Leeds, a city in northern England. The research was interested in knowing how the platform might deepen audience engagement, break down barriers to attendance, demystify the creative process, and enhance people’s appreciation of the work. Overall, they found that the platform was a powerful way to move audience engagement beyond something ‘transactional’ or momentary into a deeper and more reflective encounter. However, this only worked for a small sample of the participants, as many dropped out of the study, while some others felt that it prevented them from experiencing the more 'instinctive' responses they were hoping to get from the work in its finished form. Overall, the research found that those who might gain most from engaging with the platform were those least likely to use it.

Source: Article Abstract