Audience Development – O3, E4




In the course of the STAMP project, short for Shared Training Activities for Music Professionals, a handbook is foreseen to give new impulses to the music sector in terms of audience development. First results were presented to the interested public which was gathered in Zagreb, Croatia from 29th September until 1st October 2017. The aim was to approach the wide topic of audience development from the Public Relations side specifically for cultural managers in social media.

The gathering started with a public event with mainly Croatian music professionals, as multipliers of the Intellectual Output 3. Researcher and PR expert Irma de Jong, managing director of Cicerone Music & Art, started with presenting results from her reasearch such as the power of the digital tools (like Facebook, Twitter, YouTube, LinkedIn, Instagram and Snapchat). But also understanding once audience is vital in promoting an event. Generation Management is a framework to explain the different types of generations that we have in our society and how they act and communicate. We can divide the generations that we have in our society into: maturists, protest generation (baby boomers), generation X, pragmatic generation, generation Y and generation Z. Today we have more different generations than before, working in companies, conservatories, universities and orchestras. In fact, in the year 2020, we could have 6 different generations all together on the work floor. The speech was followed by a panel discussion about worst case and best case scenarios for PR in different countries with panelists from Latvia, Denmark, Armenia and Croatia. One of the first multiplying effects was the active dissemination of Irma de Jong’s first research by Croatian music professionals to their peers.


The speech was followed by group sessions discussing 3 cases: new music, a classical music competition and a rock/ pop festival from Croatia. Not only the difficulties where worked out but also how to encounter them in new ways and with the help of digital tools. Get your own impression: here is a video of that day.



On the last day the STAMP partners’ associates came together to discuss how all this input could feed in to general guidelines so the wider public from the music sector can benefit from this gathering. Stay tuned as in 2018 a handbook will be published which you will be able to download for free!

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