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Conference 2021 Theme

Change for Good

Covid-19, Black Lives Matter, Brexit, Climate Change. Our sector and our roles are affected by so many factors, and ‘normal’ has changed for good. Arts marketing has always been fast-moving, and now is the time to take a breath, focus on what’s worth doing, what’s making a difference, and what we want to change.

AMA Conference 2021 brings you that opportunity.

We’re changing things up with our new online format. Because we’re online you have the freedom to get involved in the conference in whatever way works for you. In a packed programme you’ll hear from your peers, experts, you’ll meet people, watch, listen and take part.

2021 has been a different kind of year, so we’re bringing you a different kind of AMA Conference.


Our theme is reflected in the content of our conference.

The conference will cover the following topics  – why not view our programme to find out more? 

  • Core marketing
  • Content and planning
  • Audience behaviour
  • Rebuilding & retaining audiences
  • Career progression and leadership
  • Equality, Diversity, Inclusivity
  • Future trends
  • Wellbeing

Get stuck in:

To get your mind in the zone…

We’re running a monthly series of provocations in the run up to AMA Conference 2021. You can contribute your thoughts and opinions on our Facebook and Twitter channels (@amadigital), or on the homepage of our website. We’re also curating useful resources on AMAculturehive, to support your learning and provoke your thinking.


Provocation 1: Has audience behaviour permanently changed post-Covid? What changes would you like to see stick?

Read the results from our poll, and insights gleaned. 


Provocation 2: I feel the pandemic has impacted EDI (Equality, Diversity & Inclusion) in the arts & heritage sector negatively / positively / not at all – and why?

Find out what the response was to this question – and why…


Provocation 3: I feel more / less confident and in control of my professional wellbeing now than in 2019?

Here’s what you said…

Provocation 4: Collaboration and partnerships have been key to help retaining your audiences since reopening – agree or disagree?

Contribute to this poll and share your views now – on our homepage, Facebook or Twitter.

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