Audience development has been a buzzword for several years, summoning a great number of new methods and studies, promoting and spreading good practices across the Cultural and Creative Sectors (CCS) in better reaching out to audiences. However, the recent multi-crisis (pandemics, war, inflation, and the rising of totalitarian policies) has left an indelible imprint on the CCS, with effects that shall reverberate in the years to come. A new approach in audience development is in order.
PRODUCTION³ (P³) project proposes to respond to changes in audience behaviour and expectations by reinterpreting the interrelation between the actors of the creative value chain in order to trigger innovation in the field of audience development. The Project’s title comes from the three target groups of the project – art production creators, hosts, and audiences – hence the P³.
P³ is a small-scale cooperation project co-financed by the Creative Europe programme of the European Union, to be undertaken between October 2023 and December 2025 and implemented by four partners: Valley of Arts (Hungary) – leader; Artemrede (Portugal), ArtLink (Serbia), and HÉTFA Research Institute (Hungary).
PRODUCTION3 aims to:
- Better understand new audience demands and behaviours;
- Trigger innovation in cooperation models between the actors of the creative value chain;
- Pioneer new ways of audience development methods and models;
- Enhance the capacity of CCS to unleash and disseminate its innovation potential.
The Project’s goals are achieved through experimenting with audience-centric productions in different contexts, and enhancing know-how transfer between countries in the field of audience engagement. The project activities are backed by research and evaluation, producing exploitable long-term results for the wider CCS.
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