• The Art X Company

2019 | 30 Aug, Festival Connections MUM | Audience Development Insights

Mumbai Session | 30 Aug, 2019 | 4pm to 7pm at Godrej India Culture Lab



British Council India in association with The Art X Company, India Culture Lab and Arts and Culture Opportunities, Residencies, Workshops, Jobs in India (ACRI) presented two engaging sessions on Audience Development Insights for the Arts in Mumbai and Bengaluru.

Industry experts from India and the UK led these sessions as we delved into best practices for audience development, developing and using audience data, ticketing strategies, and long-term audience development. 


These sessions are a part of British Council India’s Festival Connections series which addresses India’s vibrant cultural festival sector. As a part of the organisation’s activities in the arts, the programme aims to support festival teams through upskilling workshops, peer sharing sessions, and opportunities to connect with the national network of Indian festival managers. From August 2019 to March 2020, six sessions across Mumbai and Bangalore will explore myriad aspects of the management of a cultural festival through the experience of festival veterans, emerging talent, and creative professionals from the industry.


Sharing insights for this session were:


Penny Mills | Chief Consulting Officer, The Audience Agency - UK

Jonathan Goodacre | Senior Consultant, International, The Audience Agency - UK

Roshan Abbas | Founder, Kommune & Birth Mother, Spokenfest

Tulika Yadav | Chief Marketing Officer, Paytm Insider

Rashmi Dhanwani | Founder, The Art X Company



We began the event with a webinar by British Council UK partners, The Audience Agency who spoke about principles of audience development.

This was followed up by Roshan Abbas from Spokenfest who spoke about the importance of knowing your audience and how to use audience data.

We then had Tulika Yadav from Paytm Insider who took us through ticketing and pricing strategies.

Post the break, Rashmi Dhanwani from The Art X Company presented a couple of case studies of her work with the Piramal Art Foundation in their long-term audience engagement and audience development efforts.

This was followed by a quick 5 min presentation by Sridhar Rangayan from KASHISH Mumbai International Queer Film Festival.


Each speaker was given 20 mins to cover their respective topics.



We concluded the event by having a 90 mins round table discussion which invited members of the audience to join our speakers and the Audience Agency (who had joined the discussion via a Zoom conference call) during the session and bring forth their questions.

© The Art X Company 2019 // Design: TIP Studio // Content Input: Suruchi Pawar

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