The Arts Marketing Association’s members are responsible for marketing, communications and audience development.

The AMA helps member organisations and individuals with training, networking and resources. 

By doing this, we upskill the sector to enable more audiences to access and benefit from arts and heritage. 

Since 1992 we’ve welcomed tens of thousands of members, and trained thousands more. 

In 2018 we became an Arts Council England Sector Support Organisation, but we work across the UK and beyond.


We Believe

  • An audience-focused approach is at the heart of success 
  • A skilled and valued workforce builds a resilient sector  
  • Investing in training enables better quality connections with audience  
  • Sharing knowledge supports individuals and organisations 
  • The cultural sector cannot succeed unless it is inclusive to all: internally as well as externally 

Delegate at a CultureHive funded programme

We Deliver


We Achieve

  • 86% of members say that AMA makes a difference to their work 
  • Member satisfaction is rated 4.1 out of 5 
  • Usefulness of AMA webinars and workshops rated 4.2 out of 5 for 2021 season (Apr – Jun) 
  • 83% of members renew year on year 
  • AMAculturehive website resources are viewed over 100,000 times a year 
IA Symposium delegates

AMA Team Photo

We Are

  • A team of 16 people, working remotely across all regions of the UK
  • An association with a member base of around 3000 individuals and 900 organisations 
  • A non-profit organisation 
  • Committed to being actively anti-racist
  • Proud of the work which we do and the contribution we make to the sector 

Our members say

The AMA offers both practical and strategic training, which I have found invaluable.

The skills I have learnt over the last 12 months have been transformational in my confidence to move forward with our digital activities.

Through AMA training, my team has been able to rapidly increase their skills in key technical areas, such as digital production and digital marketing. This adds enormous value to our work, and has increased the impact of our marketing

The CultureHive resource remains an essential source of information for me and my team. 

The more strategic courses have enabled me to play more of a role in forward planning, setting new strategies for my department whilst also giving me the knowledge and skills needed to enact organisational change.

AMA members conversing
AMA delegates conversing