Mi, 29/06/2022, 16:00 Uhr

Publikum und Neue Musik?

ONpaper. Digitale Workshopreihe von der inm / field notes berlin und ON Cologne

Visitors to contemporary music are predominantly members of a small educated elite, and the positive listening experience correlates strongly with the degree of knowledge about the art form. With these findings, recent audience research highlights the need to create new frameworks for experiencing new music that enable a positive listening experience even for inexperienced listeners.

  • What are your goals in terms of audience?
  • Which groups of people do you want to reach?
  • What form of connection do you wish to have with the audience?
  • Are mediation formats sufficient for an improved understanding of the art form or does the audience already have to be considered in the artistic conception?

In the workshop, individual strategies will be developed that invite the audience to dialogue and enable active participation in the music, its themes and thinking spaces. In the first part, the basics of audience development will be taught, followed by practical, step-by-step instructions on how to create an audience development plan. The goal is to develop individual and creative approaches to reaching a broader or more diverse potential audience and to sustain interaction with the existing one.

What is Audience Development?

Audience development is a broad term for activities undertaken by cultural institutions with the goal of reaching and engaging audiences. It encompasses tasks from different organizational areas covering aspects of programming, marketing and PR, and outreach. Audience development can sustainably bind audiences to organizations as well as attract new visitors. While traditional marketing has a strong focus on quantity in terms of simply expanding reach, audience development focuses on qualitative and sustainable audience development and aims to positively shape the visitor's overall experience.

Lisa Benjes


If you would like an appointment in English, please contact us: marketing [at] inm-berlin.de

Wed, 29 June 2022, 4-6 pm

The digital workshops are aimed at artists from the independent contemporary music scene in Cologne and Berlin and are free of charge.


We ask for obligatory registrations via this registration form.

Unfortunately, the online workshop is not barrier-free at all levels. We will make every effort to accommodate different needs and adapt the workshop if you provide us with appropriate information in the registration.

About ONpaper

In this year's online workshop series ONpaper, which we are organizing again together with ON Cologne , experts will teach basic skills for working in the independent scene.

Under the heading "Application Fitness" we will get you ready for project funding in the spring. In addition to classic workshops with introductions to the funding landscapes in Berlin and Cologne, application writing or accounting, this year we are exploring new formats such as Meet the Jury, informal get-togethers on funding or sessions for writing applications together.

Although the independent scene defines itself in part precisely by breaking away from hierarchical ways of working that widely encourage the abuse of power and racism, it is not exempt from structural exclusions either. On the contrary, it lacks diverse perspectives and non-normative bodies, attitudes, narratives, and aesthetics. With workshops on anti-racism and diversity development, we would like to accompany the scene on the process of opening up, sensitize for blind spots and facilitate access to the scene for marginalized persons with empowerment offers.

A third module on press and public relations, audience development, profile building and management will provide concrete assistance in the development and implementation of projects.

The workshop series will be continued after the summer break. We will announce the program in the course of the next few months. Please feel free to contact us with any suggestions or proposals.