Events > Tales From The Field > Tales From The Field: Promoting access to culture – the digital shift and audience development

Tales From The Field: Promoting access to culture – the digital shift and audience development

29th September 2017

18:00 - 21:00

Rich Mix, London

Digital technologies have changed the way people access, produce and use cultural content. What is the impact of the digital shift on audience development policies and what are the practices of cultural institutions?

Visiting Arts’ Chief Executive, Yvette Vaughan Jones is co-chair of the working group of EU Member States experts on promoting access to culture via digital means under the Open Method of Coordination (OMC). This July the group published a report on the policies and strategies for audience development. For the fourth instalment of Tales From The Field we share the findings of this report and invite panel members from Rich Mix, The Audience Agency, BBC Studios & Camelot Group to share their perspectives.

Get involved on Twitter with the hashtag #TFTFtalks.

Meet The Speakers


Will drives Digital Development and business across BBC Studios, one of the UK’s leading media producers with an annual slate worth £350 million. In the last two years he has embedded specialist digital capability within TV Production, launched and editorially led the BBC’s innovation platform Taster, and Exec Produced a series of projects for BBC Three, the first TV channel in the world to move online. As a television & radio producer he has made award winning programmes with Graham Norton, Flight of The Conchords, Mark Radcliffe, & Tim Minchin.

He is currently consulting with DCMS following the publication of The Cultural White Paper & a Government review aimed at making the UK a world leader in Digital Culture. A narrative framework and policy recommendations will report later this year.  Will has also been invited to join the funding and investment working group for Immerse UK, a cross-sector network for businesses and research organisations using virtual & augmented reality to drive productivity, social and economic growth.

Will is a regular speaker at Broadcast & Digital Industry events, including MIP, IBC & SxsWi & he has been asked to judge a number of the UK’s leading media awards. Being one of BIMA’s “Hot 100″ in Digital Media for 2017 is cause for gratitude and curious fascination.



Anne founded Audiences London in 2003 which became The Audience Agency in 2012, now an established national charity employing 50 people with a mission to support the cultural sector in becoming more audience-focused – and more relevant and resilient as a result.

She has 25 years’ experience in the arts, as director of marketing and audiences with numerous UK cultural organisations – local authorities, theatres and festivals (including West Yorkshire Playhouse and LIFT), and then as a consultant, facilitator and adviser for agencies such as Arts Council England, British Council, the European Commission and a diverse range of cultural organisations in the UK (from The Albany, Graeae, Tamasha to Tate, National Theatre, Manchester International Festival) and internationally.

Anne is a specialist in audience strategy, trends and patterns of public engagement and works across all artforms and museums and has special interests in non-traditional audiences and organisational change. She is a regular commentator and speaker on these issues.

The Audience Agency is a mission-led organisation, which exists to give people better access to culture, for the public good and the vitality of the sector.



Jen leads and shapes Rich Mix’s marketing and sales strategy, team and operations. She was previously Account Director at independent creative agency The Unloved and Associate Director of The Cogency, who provide event marketing, consultancy, strategic planning, advertising and media buying for campaigns for major events, festivals, tours and series in the arts and cultural sector.

Rich Mix is East London’s independent arts centre, located in Tower Hamlets, by Shoreditch High Street Station. It’s a charity and social enterprise that offers live music, film, dance, theatre, comedy, spoken word and a range of creative activities for people of all ages and all cultures. All profits go back to support its education, arts and community activities, which nurture new and local talent. Rich Mix’s goal is to deliver a world-class artistic programme that reflects, and is accessible to the diverse communities who live in East London.



Roberta has a Masters in mathematics from “La Sapienza, Università di Roma. She studied Bayesian inference and mathematical biology at the University of Glasgow but then decided to leave the academia and become a data scientist. She built her analytical and modelling skills at Ocado Technology for three years before moving to ICLP Loyalty in 2016. This year she joins Camelot UK to embrace the challenge of building from the ground up the Big Data capabilities and the Data Science team. Roberta specialises in mathematical modelling, machine learning and Bayesian Statistics.


About Rich Mix

Rich Mix is East London’s independent arts centre.

Once a vast leather factory, 35-47 Bethnal Green Road was transformed into a multi-arts venue, all 62,000 feet of it. Stretched over five floors, they have a three screen cinema showing the latest releases as well as taking part in a number of independent film festivals. There is also a multitude of flexible performance spaces where they work with both emerging and established artists, and support them to deliver and develop their artistic practice.

Their aim is to be a place where the communities of the world, who are the citizens of East London and beyond, can come together to experience and make world class art and feel that it’s a place where they belong. Rich Mix are committed to delivering excellent art to increasing and increasingly diverse audiences.

In addition to a full programme of cinema, live music, theatre, dance, spoken word, comedy, family activities and exhibitions, they are proud to be home to 20 creative businesses, all of whom help make Rich Mix the vibrant, special place it is.

As a charity and social enterprise they earn almost 85% of our overall running costs, and we are proud to be financially self-sufficient.