Baltic Audience Links

4th Strategic Project Development Workshop, 9th November 2016 Stockholm, Sweden.

"One Sea, 85 million inhabitants, 8000 of coastline and endless opportunities....."


On Wednesday 9th November,  Intercult jointly with PA Culture organised  the 4th Strategic Project Development Workshop, hosted by  the Goethe-Institute in Stockholm.

The seminar/workshop was organized in line with two of our network's and BAL goals:
1) with a specific aim to develop further and strengthen the existing networks: River//Cities (EU) and Access Europa (SE); to give them a clear Baltic dimension (it was also a chance to invite participating organisations to a Baltic Links project cooperation within the BRS region.)
2)  to rethink how to develop new audiences, in order to create a sense of togetherness in the Baltic Sea Region.

The seminar focused on Audience Development, trying to figure out who possible audiences of international cultural and creative projects are.
A key note speaker was a Senior Adviser and Program Director from Intercult - Chris Torch, who briefly introduced a findings from a study involving 20 countries including Nordic and Baltic states, commissioned by the EU.

The workshop was run by an Audience Development specialist Agata Etmanowicz from Impact Foundation Poland (also a R//C member), who told us:
"The most relevant definition of audience development for Impact Foundation is the one saying “that it is both a process and a philosophy which requires placing audience in the heart of everything organisation does”.
So, audience development – in the way we understand it – is about impact: on the way you think, work, plan, on you and your organisation (in long-term!) and – as a result – on your audiences.
And yes, it can be about growing your audiences (in terms of numbers) but it can as well be about something else, e.g. developing stronger relationship with your current, existing audience, and reaching out to a specific segment.
We’re going to demystify the audience development concept in order to understand it and use it in the best possible way. We will take a look at existing tools, give them new meaning and purpose at the same time searching for new creative solutions. We will ask questions on the place and role of audience development in the context of international co-operation projects."

Few words about the partnering organisations and their backgrounds:
The EU Strategy for the Baltic Sea Region (EUSBSR) is providing their support for co-operations among the 8 Baltic Sea countries - Sweden, Denmark, Estonia, Finland, Germany, Latvia, Lithuania and Poland, which share common features and challenges. It also assists in projects  facilitating the development of competitive markets across borders and common networks for research and innovation.

The EU Strategy is also welcoming cooperation  with EU neighbouring countries: Russia, Iceland, Norway and Belarus.

The Policy Area Culture is one of 13 priorities of the EU Strategy for the Baltic Sea Region (EUSBSR) which was introduced as the EU's first macro-regional strategy in 2009. It is coordinated by the ministries of culture of Poland and Land Schleswig-Holstein (Germany) with the support of its implementation from ARS BALTICA and the Nordic Council of Ministers.

"The Baltic Sea Region has an outstandingly diverse and attractive cultural life and a cultural heritage of great value. The creative and cultural industries contribute to 4.2 % of Europe’s GDP. It is essential to promote BSR culture and creative industries and to showcase the BSR as a common cultural region in order to make the most of these assets. Culture, including creative industries, the arts and the regionally linked cultural heritage are sources of common identity and shared values. Building on these treasures will boost the commitment of the region to the EUSBSR and to territorial cohesion. Recognizing culture as a resource for creativity and innovation by integrating the creative and cultural sector in the EUSBSR will simultaneously enhance its potential for economic growth and employment."



Impact Foundation was established in 2008 in Warsaw, Poland. It has been organising artistic and educational events, inspiring active participation in cultural events and enhancing social integration.

Since 2011, Impact promotes the Audience Development concept in Poland and abroad through organising conferences, workshops and individually working with art organisations. 


The seminar was part of Intercult’s new project Baltic Audience Links, financed by Swedish Institute/Baltic Sea Unit.


River//Cities Platform Foundation is a partner in this project, together with from Vilnius, Lithuania.


Full workshop programme, and list of speakers are available on the link:


Useful Links:


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