Navigating difference cultural diversity and audience development Cover: Secrets of Macbeth – Emotional visualisation of Shakespeare’s Macbeth Cultural influences and personal experiences affect how we feel about colour. For Chinese people, red is associated with royalty and happiness and purple with poison and danger. But people of English origin associate red with danger and purple with royalty. I’ve been exploring these links between emotion, colour and shape. The artwork on the cover of this book is just one of the results. A visual representation of the emotions expressed by Shakespeare’s Macbeth, it uses my colour kit based on psychologist R Plutchikf’s emotional theory. He identified eight primary emotional states and I have linked them to the colour wheel. The warmer colours tend to represent positive emotions and the more intense the colour, the stronger the emotion. I added further layers so I could map the complexity of Macbeth’s emotions from moment to moment. The patterns moving across the paper from left to right reveal the dramatic changes in emotional flow that an audience might experience as the play unfolds. Fang Liu, 2005 Navigating difference cultural diversity and audience development 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 Contributors 01 Yinka Adegoke has been a business Communications for BBC Audience and Midlands, a member of the decibel board, journalist for 10 years and is deputy editor Consumer Research. Her background is and was Chair of Arts Council England’s of New Media Age, Europe’s leading digital in PR and communications – though she former Cultural Diversity Advisory Panel. marketing title. He is a regular contributor describes herself as mainly a storyteller. to The Guardian, Financial Times, BBC TV & She began her career in arts marketing. 10 Gabriel Gbadamosi is a poet and radio and ITN News. playwright. He was a Judith E Wilson Fellow 06 Sarah Champion has been the CEO for creative writing at Cambridge University 02 Olu Alake is Head of Community of Chinese Arts Centre since 1996. Before and a Wingate Scholar researching Partnerships & Programmes at the then she worked for Local Authorities as performance in Africa. Commission for Racial Equality. Previously an Arts Development Officer and an Arts Senior Cultural Diversity Officer at Arts Centre Manager. 11 Lia Ghilardi is Director of Noema Council England, Olu is also a director of 100 Research and Planning, specialising in Black Men of London and a research student 07 Venu Dhupa is Fellowship Director at urban cultural planning. She advises the at Birkbeck College, University of London. NESTA. She was previously Executive Director European Commission and the Council at the Nottingham Playhouse and Chair of of Europe on cultural and diversity 03 Jorella Andrews is a lecturer in Visual the East Midlands Cultural Consortium. policies. She is an Honorary Research Cultures at Goldsmiths College, University of She is a Council Member of Loughborough Associate at De Montfort University. London and is on the editorial board of the University and a member of the London journal Third Text. 2012 Culture Committee. 12 Marie Gillespie is Senior Lecturer in sociology at the Open University. Her research 04 Nadine Andrews was Audience 08 Kodwo Eshun (Adviser) is author of interests focus on the relationship between Development Manager at Arts About More Brilliant than the Sun: adventures in media, culture and social change. Recent Manchester for four years but now works sonic fiction (Quartet) and Lecturer in Aural research projects include several ethno- freelance and is a director of Ear to the Ground and Visual Cultures at Goldsmiths College, graphic studies of transnational audiences. and Chair of theatre company Quarantine. University of London. She is England’s Northwest Fellow on the 13 Tony Graves is a senior lecturer in Clore Leadership Programme 2005-6. 09 Deirdre Figueiredo (Adviser) is Director arts management at De Montfort of Craftspace, a contemporary crafts develop- University, and was Producer at Nottingham 05 Anna-Chantal Badjie (Adviser) is ment agency in Birmingham. She is a Council Playhouse and Artistic Director of The Manager of Development and Member of Arts Council England, West Drum. He evaluated Arts Council England’s 2 New Audiences Programme, focusing 18 Naseem Khan headed Arts Council She is the Artistic Director of the Streatham on cultural diversity. England’s Cultural Diversity Unit until 2003. Festival, London and author of A practical She has engaged with cultural diversity as a guide to working with arts ambassadors. 14 Caroline Griffin is Audience Develop- journalist, researcher and administrator since ment Director at Audiences Central. She has she wrote the seminal report The Arts Britain 23 Bernadette Lynch led education previously worked at Theatre Royal Stratford Ignores in 1976. She received an OBE in 1999. services in Canadian museums and galleries East and sampad, where she developed a for 17 years. She is Deputy Director of the specialism in developing audiences for Black 19 Rita Kottasz is a senior lecturer in Manchester Museum at the University of and minority ethnic arts. marketing at London Metropolitan University. Manchester with responsibility for all areas Her research interests focus on the marketing of public engagement. 15 Rupa Huq is a Senior Lecturer in activities of non-profit organisations. Rita has 24 John E McGrath has been Artistic sociology at Kingston University and a published widely and serves on the editorial Director of Contact since it re-opened in 1999, DJ. She was a parliamentary researcher board of the Journal of Nonprofit and Public directing new writing and leading projects with for Tony Banks and Patricia Hewitt and Sector Management. young people and emerging artists. His book in 2005 stood as a Labour candidate Loving Big Brother: Performance, Privacy and for Chesham and Amersham. 20 Naz Koser is Director and founder of Surveillance Space is published by Routledge. Ulfah Arts, an emerging arts organisation 16 Ahmad Jamal is Senior Lecturer specialising in the development of Islamic 25 Maddy Morton began her career in in Marketing and Strategy at the Cardiff Arts across all artforms and particularly advertising and worked at the former Business School. His research interests focusing on encouraging the participation Arts Council of Great Britain and English include the interplay of marketing, ethnicity of women. National Opera before becoming a and consumption. He is the coordinator of consultant specialising in strategic planning Cardiff’s Ethnic Marketing Research Unit 21 Kristine Landon-Smith (Adviser) is and audience development. and has published widely. Artistic Director of Tamasha. Her work has been nominated for an Olivier award and won 26 Tony Panayiotou joined Arts Council 17 Sandra Kerr is the National Director of a Barclays Theatre Award for Best New Musical England as Director of Diversity in 2003 Race for Opportunity, a business led network and two CRE Race in the Media Awards. and provides the strategic policy framework of over 180 organisations from the private for its diversity agenda, including race and public sector committed to race 22 Mel Larsen (née Jennings) works equality, disability, arts and health and equality as part of their business agenda. worldwide as an arts marketing consultant. arts and young people at risk. 3 27 Kate Rodenhurst is Head of Community South Asian arts organisation – and lectures 36 John Williams is Director of the Centre Partnerships at National Museums Liverpool. on the Youth and Community Studies for the Sociology of Sport at the University of Kate has worked as a consultant on a variety programme at the University of Birmingham. Leicester and Chair of Foxes Against Racism. of community regeneration initiatives, His latest book is Kennedy’s Way, a biography developing effective consultation strategies. 32 Alistair Spalding is Chief Executive of Newcastle United and Liverpool’s Alan and Artistic Director of Sadler’s Wells Kennedy, published in 2004. 28 Saad Saraf is Managing Director of Theatre and Chairman of Dance UK. He Media Reach Advertising, the first full- was a member of the Arts Council‘s Dance 37 Lola Young (Adviser) is an advocate, service ethnic advertising agency serving advisory panel and is an external adviser activist and adviser in the field of culture, the diverse population in the UK. Saad for the Laban Centre London. heritage and diversity. She leads the arts and has recently been advising the US and Iraqi heritage consultancy, Cultural Brokers. She authority about media development in Iraq. 33 Alda Terracciano is a theatre director, was awarded an OBE in 2001 and appointed dramaturg and academic. She is co-founder a life peer in the House of Lords in 2004. 29 Ziauddin Sardar, writer, broadcaster and Director of FH, the first UK national and cultural critic, is Editor of Futures and repository for African, Asian and Caribbean 38 Gary Younge is the New York co-editor of Third Text. He is the author performing arts. She was Dramaturg and correspondent of the The Guardian and of over 40 books, including most recently Curator for LIFT 04 Enquiry. author of No Place Like Home, A Black Desperately Seeking Paradise: Journeys of Briton’s Journey through the Deep South. a Sceptical Muslim. 34 Anne Torreggiani is Chief Executive of Audiences London and Vice-Chair of 39 Madani Younis works nationally and 30 Anita Sharma has recently completed Network, the association of audience internationally and is the Director of Red her doctoral thesis with the Open University. development agencies. Ladder Theatre Company’s Asian Theatre Her research explored how young Black School. He has written and directed Streets and minority ethnic identities are shaped.