One of the principal reasons I applied for a bursary to attend the 2019 AMA conference was that I was starting to feel isolated and uninspired sitting behind my office desk in rural north-east Scotland. I wanted to gain new ideas, share with others working in arts marketing, and challenge myself to think beyond the silo. I’m glad I did. I no longer feel alone in the challenges I face through my work.
A key takeaway was that creative organisations, large and small, are all looking for new ways to reach, engage and inspire audiences. I may not have left with all the answers but I certainly did leave feeling more confident in my ability to take risks and try new things.
The conference set out to explore how we can make better connections, create collaborations and realise stronger relationships with our audiences (existing and new).
Through a series of inspiring talks, workshops, and networking events, I gained valuable insights and ideas on: sparking connections; being audience-centred; providing value; creating narratives; being more confident in myself and my work; and how to not feel, or be, isolated.
In his closing keynote speech, the poet, playwright and broadcaster, Lemn Sissay, reminded us that creativity is at the heart of human beings. As I left the conference and crossed the Gateshead Millennium bridge connecting Gateshead and Newcastle, I found myself considering the steps, risks and creativity involved in designing and building this striking curved bridge, and that it is through taking risks, being creative and building bridges (physical or metaphorical) that we reach and connect with others.
sound's marketing manager, Anne Watson, was kindly awarded a bursary from the Arts Marketing Association to attend the 2019 AMA conference which took place at the Sage Gateshead in July and explored what connection really means for audiences, partners and colleagues to ensure organisations thrive.
