Are you an AMA member? please login
Loading Events

« All Events

  • This event has passed.

Partnering with Micro-Influencers

29 January @ 2:00 pm - 4:00 pm

— Increasing our audiences via mixed relationships

What is it about?

This webinar explores the roles of micro-influencers and how we can utilise them to support the growth of our organisations.

Social media influencers are becoming celebrities in their own right. Building partnerships with them can have a huge impact on brand awareness, but most cultural organisations don’t have the budget to partner with these famous faces.

During this workshop, Michael will explore the world of ‘micro-influencers’ and how we can build sustainable relationships with those who hold the attention of audiences we want to engage with. He will also demonstrate how micro-influencer campaigns can support the growth of our organisations.

What will I gain?

— An understanding of influencer marketing

—Data, insights and case studies, including Brooklyn Museum

—Best practice for identifying and partnering with the most suitable micro-influencers

Who is it for?

Anyone who would like to understand how to work with micro-influencers and Fellows of the Audience Diversity Academy.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA member rate: £55 + VAT
  • Arts Council England NPO: £55 + VAT
  • Non-Member: £115 + VAT


Michael Tonge | Co-Founder | The Culture LP

Michael Tonge, born and raised in Brooklyn, is a 28-year old cultural curator and alumni of Bucknell University. As the Senior Marketing Manager at the Brooklyn Museum leads campaigns resulting in hundreds of thousands of visitors for experiences including “Frida Kahlo: Appearances Can Be Deceiving”, “David Bowie Is”, “Soul of a Nation: Art in the Age of Black Power”, and target First Saturday. In 2012 he co-founded The Culture LP, an arts consultancy dedicated to empowering creatives of color and beautifying spaces. The CLP has produces exhibitions for the rising art stars Ronald Draper, Patrick Eugene, Imani Shanklin Roberts and more.  

You can read more about him here: Jet Magazine, Fast Company, Black Enterprise, USA Today, and Striver’s Row 


Michael Tonge, is the co-founder of The Culture LP and Sr. Marketing Manager of the Brooklyn Museum, in the borough that he’s called home his entire life. Bringing to the table close to a decade of experience in operations, media, and arts marketing he instills a sense of passion and purpose in every project he touches. Professionally, he got his start in operations at J.P. Morgan, before pivoting to the ad world. However arts marketing and event production has always been a side-hustle. Leveraging innovative technology and cultural insight was a core component of his client projects for the likes of Cole Haan, Little Bits, Cafe Bustelo, Macy’s, J.M. Smucker, GE, and more. However, in his latest role, his skillset as a marketing professional and passion for the arts has truly joined forces. Leading the campaign efforts for David Bowie is which drew in over 275,000 visitors to the exhibition, receiving press from Adweek, Fast Company, and more for the innovative partnership with lead sponsor, Spotify. 



29 January
2:00 pm - 4:00 pm
Event Category:


As an AMA member you can access exclusive member-only content including sector jobs, online resources and training.


Not yet an AMA member? Find out more.