On the 22 October 1993 the Arts Marketing Association was registered as a limited company and the AMA was officially born. Over the past year we’ve been celebrating with a series of #AMA25 stories and the 25th and final story — AMA’s 25-year timeline — has been published today.
A lot has happened in the world and in the arts and cultural sector since 1993 and this is reflected in the journey the AMA has experienced with its members over the past 25 years. Scrolling through the AMA’s 25-year timeline you can see the significant changes that the AMA and the wider sector have experienced in particular the impact digital has had on arts marketing and the way we communicate with our audiences.
The AMA evolved out of the need to help our members develop their marketing skills and knowledge and to professionalise this area of the sector. We’ve established supportive networks and we continue to help share latest thinking and good practice through our training, events and resources. In recent years we’ve started to help the sector to become more audience-focused, resilient and inclusive in its approach. And the collective #AMA25 stories reflect this ongoing evolution.
Our 25 stories aim to capture the essence of the work that the AMA does to support our members. We’ve shared the passion that drives our members to do the work that they do and their thoughts on the next 25 years. We’ve included stories on touring, music, dance, theatre, museums, libraries and festivals to show the breadth of art forms and organisations that our members represent. And we have stories on digital, fundraising, press and PR, ticketing, families and community engagement as well as a focus on the building blocks of arts marketing.
We capture the highs and lows of becoming a freelancer, explain why audience-focused leadership is so important and consider how the arts and cultural sector can make itself available and accessible to everyone. We spoke to AMA members from around the globe, celebrated the history and growth of AMA conference, invited past and present JAM editors to reflect on their time as editor and we launched our first AMA Member Benchmarking Survey.
Looking forward to the next 25 years of the AMA, in AMAculturehive’s first podcast — Six Degrees Podcast — Carol Jones asks Cath Hume, AMA’s CEO, what key challenges are facing the sector and how the AMA will help meet those challenges. And with the AMA’s new role as a Sector Support Organisation (SSO) AMAculturehive launched an ongoing series of interviews with SSO’s working right across the sector.