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AL and AAA announce successful bid to Strand 1 of ACE Audience Focus Fund

Audiences London and All About Audiences are delighted to announce their successful bid to Strand 1 of the ACE Audience Focus Fund.

Details of the fund are here.

The press release follows and more announcements will be coming soon.

 Audience Development Agency consortium to deliver innovative work around understanding audiences

All About Audiences and Audiences London are recipients of £3,268,000 over 3 years to deliver ‘Understanding Audiences' programme

Audiences London and All About Audiences are delighted to be one of the recipients of Strategic Funds for Audience Focus announced today. The award is under the first strand of the programme ‘Understanding Audiences' for a national programme of work that includes innovative new tools and resources to help arts and cultural organisations better understand their current and potential audiences. These will include a national database of arts attendees, an online audience analytics system and a DIY audience focus toolkit.

Anne Torreggiani, CEO of Audiences London "This is a great recognition of the strength of our bid and our combined experience in this field. We aimed not only to preserve the legacy and strengths of the audience development agency network but to work in a unified way to present ambitious new ways of working with arts and cultural organisations to extend and maximise relationships with audiences and participants."

Ivan Wadeson, CEO of All About Audiences "Securing these three year funds is a great boost to our plans to work in partnership across England. Both ourselves and Audiences London are at an advanced stage of discussions about merger to create a new national agency. The journey to work together and to work nationally started before these funds were announced but to have secured this commission is a strong endorsement of our new approach."

This news comes alongside other developments for ‘Audiences Plus' (the working title for the new national audience development agency):

  • Audiences South West will merge with Audiences London next month
  • An Associate has already been appointed to deliver audience development services for the Southern region.
  • An associate to deliver audience development services for East of England is about to appointed (with other regions to follow)
  • All About Audiences will be managing a contract from Warwickshire County Council previously delivered by Audiences Central to coordinate audience development support in the county during 2012/13.

The new agency plans to announce its name in May this year.

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For more information contact Beth Wells on / 0161 234 2912


Notes to Editors


  1. All About Audiences was created in 2009 as an expansion of Arts About Manchester - one of the earliest English audience development agencies (established in 1989).
  2. Audiences London was launched in 2003.
  3. Audiences South West was established in 2000 as a marketing training organisation, which turned into Audiences South West in April 2008.

More details about the Arts Council England Strategic Funds announcement can be found here:

Ivan Wadeson, CEO of All About Audiences will be available for comment today (Monday 27 February)