10.02.2014 - Victoria Broackes, Yoel Gamzou, Chris Torch, Annemie Vanackere
“I enjoy playing the audience like a piano,” Alfred Hitchcock once said. The interconnectedness of audiences with cultural institutions via social media has profoundly changed the platform for the public‘s engagement with culture. Audiences are growing. What strategies do other cultural institutions such as museums, orchestras and theatres employ to rebrand and re-contextualize their art form to attract new audiences? What can the film industry learn from these innovative tactics? Pioneers from various parts of the European cultural sector, including Yoel Gamzou, one of the youngest conductors in the world and head of the International Mahler Orchestra, Victoria Broackes, curator of the “David Bowie Is…“ exhibition at the Victoria & Albert Museum in London, and Annemie Vanackere, artistic director of the multidisciplinary and successful Hebbel Theatre (HAU) in Berlin, share their experiences in broadening and maintaining new audiences.