You have audiences at the heart of everything you do. We have you – Arts Marketers – at the heart of everything we do.

One way we’re doing this is by launching Affinity Groups to provide safe spaces to activate and raise the voices of you, our members who have not been ‘seen’ within our membership. We will collaborate with members in these groups, bringing them into the conversation, and elevating their voices to a strategic level within the Arts Marketing Association.

We define Affinity Groups* as a formal group that connects members. They are a group of people linked by a common purpose or interest. Our focus will be on exploring Affinity Groups that align with the protected characteristics set out in the Equality Act 2010.

Our first Affinity Group launched in February 2024 for AMA members who self-identify as Melanated Global Majority**. We launched this group first as:

1) We had interest from a number of members in the creation of a group.

2) It’s important to us to raise up and platform the voices of Melanated Global Majority members within our community.

3) We had not heard enough from these voices, and we wanted this to change.

We’re now planning a group(s) for AMA members who self-identify as disabled, autistic or neurodivergent. If you’d be interested in hearing more about this, please sign up by clicking the pink button to the right.

Upcoming Events

Register your interest in the Affinity Groups

You can register your interest in future groups and share which groups you’d like us to launch by clicking the button below.


If you have any questions about the Affinity Groups, please email our Head of Diversity, Bea:

Bea Udeh Headshot
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*An Affinity Group is a group of people linked by a common purpose, ideology, or interest. Affinity groups play a vital role in ensuring an inclusive environment where all are valued, included, and empowered to succeed. (Source: University of Pittsburgh)

**Global Majority is a collective term that refers to people who are Black, Asian, Brown, dual-heritage, indigenous to the global south, and or have been racialized as ‘ethnic minorities’. Globally, these groups currently represent approximately 80% of the world’s population. 
(Source: Rosemary Campbell-Stephens MBE, Leeds Beckett University)