Conference 2021 identify

AMA’s Conference 2021 took place online, on October 21 & 22

Over 1000 arts marketers came together to learn, connect and grow

The theme for 2021, “Change for Good” reflected how arts marketers are masters of adapting, pivoting, rethinking and resetting. But with Covid-19, social justice, climate change issues and more, we’ve been riding a rollercoaster like never before.  

Our sector, our audiences, our ways of working have changed. With AMA Conference 2021, we took the opportunity to rethink what, how, and why we do what we do.

We looked at a range of topics, including core marketing, audience behaviour and future trends, through to leadership, career progression and EDI (Equality, Diversity & Inclusion). Together we explored:

  • What can we learn from the changes we’ve seen — and what’s coming up that we need to know?
  • What new relationships do we want to build with our audiences — and how?
  • How can we keep making progress towards big-picture goals?
  • Can we reimagine the kind of arts and culture sector we want to see — and redefine our place in it?

AMA Conference 2021 speakers were selected to represent the variety of roles and organisations that make up the arts and cultural sector. Over 60 speakers joined us across the two days.

We’ll be open for speaker submissions for our AMA Conference 2022 in the first quarter of 2022. If you want to find out about AMA Conference 2022, and opportunities associated with it, make sure you’re signed up to our newsletters.


Thanks to our AMA Conference 2021 sponsors! Our sponsors are an essential part of the AMA Conference experience.

If you’re interested in sponsoring AMA Conference 2022, please get in touch with our Strategic Partnerships Manager. We also have other ways to show your support for AMA, with bursaries, sponsored sessions and exhibition booths.

We polled members on issues and topics related to AMA Conference 2021 – see what people said and why:

  • Collaboration and partnerships have been key to helping retain your audiences since reopening — agree or disagree?
  •  I feel the pandemic has impacted equality, diversity and inclusivity (EDI) in the arts sector negatively / positively / not at all
  •  I feel more / less in control of my professional wellbeing now than in 2019?
  • Has audience behaviour been permanently changed by the pandemic?