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Conference 2021 Programme

Programme

AMA Conference 2021 is jam-packed with sessions that cover a variety of topics. From cultural democracy to hybrid events and everything in-between.

The programme includes panel sessions, pre-recorded films followed by live Q&As, case studies and plenty of networking opportunities.

Where possible, we will be recording sessions to share with delegates after the conference. However, we cannot guarantee that all sessions will be made available, due to sensitive content etc.

We will be updating this page as we get closer to the conference.

Day 1 — Thursday 21 October

9am — 9:20am

Morning Activity

More information to follow.

9:30am — 10:10am

Welcome & Opening Keynote — Change for Good

Key influential cultural figures explore what a positively changed sector looks like to them, including how close we are to it, what it would mean and what their rallying cry is.

Speakers:
Jess Thom | Writer & Artist
Michelle McGrath | Museum as Muck
Naomi Obeng | Playwright & Theatre Critic

10:20am — 11am

How to Become a Digital Change Champion

This session explores how to navigate the tricky world of digital change — from small digital changes to organisational renaming and rebranding.

This session will:

— Offer an outline of how to approach and deliver a social media account name change
— Explore ways to plan for a website name change and launch
— Provide tips on how to bring your audiences with you through a period of change

Speakers:
Duncan Smith | Bristol Beacon
Eva Philips | B:Music

10:20am — 11am

Marketing Live Events to Hyperlocal Audiences in Remote Rural Areas

This is a recorded film followed by a live Q&A with the speakers.

Culturapedia work with volunteer teams to deliver live performing arts to rural and library audiences in Lancashire. No central box office, no central venue, no central marketing team and 30 different stages. This session explores their audience engagement tricks and what they did for the last 12 months to keep in touch with audiences and artists.

This session will:
— Explore localised and creative responses to developing audiences
— Identify key audience engagement strategies that work in rural areas
— Identify ways to work in equal partnership with communities, volunteers and artists to create impact

Speakers:
Sue Robinson & Stephanie Jessop | Culturapedia

10:20am — 11am

Taking Action on Climate Change

On stage, off stage, and online

This session explores how your organisation and projects can be less damaging to the environment, from holding remote meetings with partners through to keeping your website easy to use. 

This session will:

— Show how your website accessibility, structure and usability can be designed to be better for the environment
— Point you towards tools and resources to help you measure your carbon footprint
— Provide practical tips and tools that you can implement immediately

Speakers:
Jen Pearce & Jennifer Taillefer | Unicorn Theatre
Katie Parry & Kate Mrockowski | Supercool

This session is sponsored by Supercool

Supercool Orange Logo

11am — 11:15am

Networking

11:30am — 12:15pm

Calculated Creativity

Technology is changing culture and storytelling, and AI is impacting the creation and consumption of culture. What does this mean for our audiences? Drawing on Telefonica Innovation’s primary research into how technology is changing culture and storytelling, this session looks at the voices of creators, engineers, and culture consumers alike to try and understand what the future holds.

This session will:
— Offer an overview of AI’s impact on culture creation
— Cover the key ethical questions
— Explore the implications for responsible application in culture creation and marketing

Speaker:
Lucia Komljen | Telefonica

11:30am — 12:15pm

An Audience Engagement Journey

Discover how Manchester’s Royal Exchange Theatre began a different kind of conversation with audiences, to become more relevant and truly audience-centred.

This session will:
— Offer insight into what audience engagement means to the Royal Exchange
— Provide an understanding of the impact the pandemic has had on audiences
— Spark ideas on how to change working practises to become more audience-centred

Speakers:
Claire Will & Morayo Sodipo | Royal Exchange Theatre

11:30am — 12:15pm

Measuring your Mission

This session explores how Spektrix use Objectives and Key Results to drive cross-business objectives, separating mission-driven goals from ‘business as usual’ targets to empower their teams.

This session will:
— Offer a defined framework to measure success against your core objectives, by breaking down your mission to enable target-setting, self-assessment and growth
— Provide examples of structures that measure complex objectives and drive continuous growth
— Spark ideas for involving your whole team in finding solutions and evidencing success

Speakers:
Brooke Gallagher, Liv Nilssen & Richard Bates | Spektrix

This session is sponsored by Spektrix

12:15pm — 12:45pm

Networking

1:15pm — 2:15pm

Panel: From Diversity and Inclusion Tick Boxes to Anti-Racism

In this panel session we’ll hear from people from different parts of the cultural sectors, with different perspectives, on what they see as the change that we as individuals and organisations need to work towards. The panel is chaired by Collette Philip from Brand by Me.

Speakers:
Collette Phillip | Brand by Me
Jon Cornejo | Anti-Racism Consultant
Thanh Sinden | Consultant

1:15pm — 2:15pm

Panel: The Future of Hybrid

As we’ve created online offers for our audiences — some offers quickly becoming very sophisticated — what does it mean for how we approach work in the future? How will it change the nature of the work itself? Or is it simply a matter of how work is presented? How will programming and marketing overlap?  We’ll discuss these questions and more. 

Speakers:
Jon Gilchrist | HOME, Manchester
Toks Dada | Southbank Centre

1:15pm — 2:15pm

Reacting in the Rebound

5 methods of success

This session, for those in senior management positions, explores how best to navigate through the rebound phase of Covid-19 after a period of drastic changes and offers techniques for experimenting strategically with evidence through data insights.

This session will:
— Provide practical models to help you problem-solve
— Explore the top changes you should be looking to make, from implementing Google Analytics 4 to how you use data to drive audience development
— Offer case study examples and useful templates to help you embed problem-solving across your organisation

Speaker:
Paul Fadden | Ticketsolve

This session is sponsored by Ticketsolve

2:15pm — 2:30pm

Networking

2:45pm — 3:30pm

Understanding Audiences Post-COVID-19

This session explores how you can use the latest insights from the Cultural Participation Monitor (part of a national research programme led by the Centre for Cultural Value) to re-engage audiences, adapt your offer for the future, and develop dynamic new approaches to audience development.

This session will:
— Explore the latest insights into the population’s attitude towards arts and culture
— Outline the context and importance of these insights
— Spark ideas for implementing these insights into your everyday work and strategic plans

Speaker:
Anne Torreggiani | The Audience Agency

2:45pm — 3:30pm

This session will be a pre-recorded film, followed by a live Q&A.

More information to follow.

2:45pm — 3:30pm

How can Art Fund Help your Museum or Gallery Move Forward?

This session outlines how Art Fund can help museums and galleries engage with new audiences, get to know your existing audiences better and plan for the future.

This session will:
— Explore what Art Fund does and how they can help you reach new audiences
— Identify how you can reach Art Fund’s audiences
— Outline how their funding streams and products can be used by multiple teams across your organisation

Speaker:
Merrin Kalinowski | Art Fund

This session is sponsored by Art Fund

Fund_Logo_RGB_Blue

3:30pm — 3:45pm

Networking

4:05pm — 4:45pm

Closing Keynote — Driving Transformation

As arts buildings strive to locate themselves more at the heart of their communities, in a strange way 2020 brought an opportunity to do just that.  In today’s closing keynote we’ll hear from the leaders of two organisations who, in different ways, have driven forward social change.  

Speakers:
Deborah Cullinan | Yerba Buena Centre for the Arts
Mark Williams MBE | Heart n Soul

Day 2 — Friday 22 October

8:45am — 9:15am

Welcome to the Real World:

why now is the time for authentic storytelling in video marketing

An introduction to the branded documentary form of video content and how it can help your organisation to voice its purpose in powerful ways.

This session will:
— Explore how authentic storytelling can be used to great effect in video content
— Outline specific tools that are needed to make impactful video content
— Help you identify when a branded documentary approach is right for your video projects by sharing audience data

Speaker:
Julia Alcamo | Happenstance Films

This session is sponsored by Happenstance Films

Happenstance Films Logo

9:30am — 10:10am

A New Wave 

Rebranding Liverpool’s national museum group

This ‘in conversation’ style keynote between David Watson and Claire Eva is about the unifying potential of an authentic brand. They will discuss the challenges involved in not just leading a rebrand, but leading a rebrand of multiple venues through a pandemic.

They will explore the opportunities for a cultural change that a rebrand can create and the way a rebrand can influence a culture-shift within an organisation and across the sector. 

Speakers:
Claire Eva | V&A Dundee
David Watson | National Museums Liverpool

10:20am — 11am

Building Digital into Everything

Having decided to take a boldly digital approach to LEEDS 2023, this session explores what that means in practice. Why is digital literacy key, and what does that mean for digital exclusion? What impact does it have on recruitment, and what does best practice look like? 

 Abigail Scott Paul will be delving into these questions and more, in conversation with Jane Finnis of Culture 24. 

This session will:
— Offer insight into the processes of setting up a digital-first organisation or team
— Give you an understanding of the barriers to this approach
— Explore how to be an agent for digital change

Speakers:
Abigail Scott Paul | LEEDS 2023 Year of Culture
Jane Finnis | Culture 24

10:20am — 11am

Your Equality, Diversity & Inclusivity (EDI) Work or Journey

This is a recorded film followed by a live Q&A with the speakers.

Does your EDI strategy include ways of developing a comfortable atmosphere for people with autism or other neurodiverse conditions? This case study of a flagship museum initiative in Russia explores a practical case of creating a sensory room and system of navigation to make people with autism and other neurodiverse conditions feel more comfortable when they visit.

This session will:
— Explore the functionality of sensory modules and navigation through a video tour of a sensory room
— Offer new solutions to becoming a more autism-friendly cultural organisation
— Identify new ways to represent a museum’s collection

Speaker:
Natalia Kozlovskaya | The Museum of Fine Arts of the Republic of Karelia (Russia)

10:20am — 11am

How Hybrid Ways of Working are Becoming the ‘New Normal’

In this session, we’ll take a look at some of the digital progress that’s been made over the last 18 months, and how Substrakt see some of the new, and often ‘digital-first’, activity playing a more central role in organisational plans moving forward.

This session will:
— Explore the attributes and characteristics of digitally confident organisations
— Identify the key issues/questions that need to be addressed to be digitally successful
— Provide examples of what good/successful digital work looks like

Speaker:
Ash Mann | Substrakt

This session is sponsored by Substrakt

11am — 11:15am

Networking

11:30am — 12:15pm

A Safe Space to be Honest

Fostering agency and cultural democracy through community journalism

During COVID, Take A Part pivoted its approach onto the hyper-local. By employing a local community member as a Community Journalist, they were able to launch needed and relevant models of information sharing and marketing.

This case study explores how we can support, reflect and amplify community voices through our work by employing socially engaged comms.

This session will:
— Offer tips on best approaches/practices/ethics of socially engaged marketing and communications
— Explore how to create community led content and sustain the work
— Outline the benefits and difficulties of this kind of work, and how to handle the freeness of everyone’s voice

Speakers:
Katie Oborn & Kim Wide MBE | Take A Part CIO

11:30am — 12:15pm

Doing Digital

If you’re a small organisation

Having a good digital presence is a necessity, but as a small organisation it’s hard to know where to put your focus.

In this session we’ll hear from two of the Mentors on the AMA’s Digital Heritage programme — a programme designed specifically for small heritage organisations — who will share what they’ve observed works well and what doesn’t.

This session will:
— Help you identify key content audiences and their motivations
— Explore when and what to post to keep your effort sustainable
— Explore forward planning to make content more manageable

Speakers:
Ranjit Atwal | Comms & Marketing Consultant
Trish Thomas | Southbank Centre

11:30am — 12:15pm

Understanding your Audiences through Data

In this session, HdK share their insights on how to gather and use audience data to achieve your organisation’s bigger picture aims.

This session will:
— Outline why data is important for understanding your audiences
— Offer a list of tools to help you gather data from your website
— Explore the depth of data you’re able to achieve and how this can be used

Speakers:
Hans de Kretser, Jannick Moth & Kate McInnes | HdK

This session is sponsored by HdK

12:15pm — 12:45pm

Networking

1:15pm — 2:15pm

Panel: Cultural Democracy in Action

This session explores the potential for our civic role and is chaired by Tarek Iskander from Battersea Arts Centre.

This session will ask the questions:
— What does it mean to put communities at our centre and build outwards?
— What challenges might this cause?
— What can this approach bring to us, our communities and the sector?

Speakers:
Alan Lane | Slung Low
Chenine Bhathena | Coventry UK City of Culture Trust
Laura Norris | Helsinki Central Library Oodi
Tarek Iskander | Battersea Arts Centre

1:15pm — 2:15pm

Panel: Culture, Climate and Carbon Footprints

August saw the IPCC’s sixth climate change report detailing the future for our planet and identifying change to the Earth’s climate as ‘widespread, rapid and intensifying’. So where has the cultural sector got to in its action on climate change? Working as a producer, in a building, or as an artist, there’s work we can do to make the right kind of climate change.

In this panel session we’ll hear from people who are making change.

Speakers:
Emma Beverley | LEEDS 2023
Miranda Lowe | Natural History Museum
Ray Oudkerk | The BRIT School
Selina Ocean | Season for Change

1:15pm — 2:15pm

50 Shades of Great Segmentation:

Reigniting your relationships with audiences

We are reopening our doors to a different landscape and must think differently about the way we engage new and existing audiences with a keen focus on sales, mission, and community.  

This session will:
— Offer recipes for updating or rebuilding your segmentation strategy
— Provide tactics for your communications strategies that help retain relationships and revenue
— Give you a ‘stop doing list’ for your segmentationwhich will give you focus and confidence in your future campaign plans 

Speakers:
Brad Carlin | TRG Arts
Kris Bryce | Pitlochry Festival Theatre

This session is sponsored by TRG Arts

2:15pm — 2:30pm

Networking

2:45pm — 3:30pm

How Not to Live on the Edge of Burnout

This session explores how we can keep a balanced and healthy approach to work, when our ever growing to-do lists seem overwhelming.

This session will:
— Offer insight into peers’ experience and perspectives
— Give reassurance that this is a common issue
— Provide tips and tools for managing your wellbeing

Speakers:
Auriel Majumdar | Creative Coach & Consultant
Charlotte Gross | National Theatre of Scotland

2:45pm — 3:30pm

This session will be a pre-recorded film, followed by a live Q&A.

More information to follow.

2:45pm — 3:30pm

The Continuous Cycle of Improvement

Evaluate your way to success

This session provides a framework for a continuous cycle of improvement, aligning CRM Philosophy and CRM Technology to help you to achieve SMART goals that truly evidence the success of your endeavours.

This session will:
— Offer you a framework for a continuous cycle of improvement that you can implement at your organisation
— Explore the importance of CRM Philosophy and CRM Technology
— Provide guidance on setting SMART goals to evidence successful change

Speaker:
Kate Watson | Tessitura Network

This session has been co-created with Tessitura Network

3:30pm — 3:45pm

Networking

4:05pm — 4:45pm

Closing Keynote — more information to follow

AMA Conference 2021 sponsor logos: Art Fund, PatronBase, Spektrix, Tessitura and Ticketsolve