music practice group hannah rudman pres
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Context: mass innovation &creativity
“My argument is that these new forms of mass, creativecollaboration announce the arrival of a society in which
participation will be the key organisingidea rather than consumption and work. People want to be
players not just spectators, part of the action,not on the sidelines.”
Charles Leadbeater, thinker and author.www.wethinkthebook.net
We are seeing a “renaissance of the amateur”Director of Centre Pompidou, Prof. Bernard Steigler
Context: experience economy /status stories
People want to attend,and do more than just attend
• Personalise• Participate• Co-produce• Create meaning
This affects:– Artistic practice– Organisations’ operations– Business models
The arts sector’s need andopportunity
• Low technology base overall, lack of inclusion inany strategic or budgetary planning of plansand aspirations in relation to digital- Skills- Infrastructure of the org- Back office systems/data capture- Websites don’t achieve good audience development
• Future opportunity- New business models- New content- New ways of creating depth of engagement
AmbITion approach
• Vision:– to generate a critical mass of arts organisations
that proactively consider digital development askey to their business, organisational and artisticgrowth and sustainability
• Via change projects– Changing mindsets, people…– Then changing processes and products
What has worked
• The AmbITion approach•Risk assessment•Audit•Diagnostic•Develop Business Case•Overseen implementation•Continuous reflection
Organisations change to digitallyoffer…
• Product ✔
• Participation ✔
• Personalisation ✔
• Porosity ✔
Why does the AmbITion approachwork?
• It’s not about the technology!• Audit and diagnostic looks at where an
org is at and where it wants to be andis “cross-departmental”
• Orgs have to create robust businesscases - embeds
• Implementation is stakeholder owned,but supported throughout
• It’s a scaleable process
The technologies…
• CRM, CMS driven websites, databaseintegration, intranets, wifi, remoteworking, connectivity, ticketing, back-up
• Productivity tools• Broadening digital channels• Digital content capturing / recording kit• Upgrading networks
When did it not work?…
• Ensuring continued buy-in during a stretchedtimeline
• Projects affected by people leaving• Organisations affected by internal/external
factors such as G4tA funds reducing• Technology changes
• Remember - despite everything, it just mightnot work!
The people…
• New skills• Networking opportunities• Inspiration via access to good examples• Access to resources, knowledge and
support
Legacy so far• 15 arts organisations that can act as beacons of good
practice in relation to digital development
• case studies of the processes and products of digitaldevelopments in the arts sector
• thorough evaluation reports of the benefits to the 15organisations
• a legacy of tried and tested methodologies, ideas,toolkits and services
• a programme of regional roadshows to embed theknowledge widely
• some influence on policy development
Audiences Central Say…
• Audiences Central needs to havesomething like AmbITion and AmbITion'sapproach to offer to memberorganisations who are interested indeveloping their IT and digitalcapabilities... and its increasingly more ofthem!
Continuing Legacy…AmbITion 2?
• Trials to embed AmbITion approach with– Audiences London OWE Theatres– Arts About Manchester - rest of the NW
• A content and knowledge brand– Guidebook-style publications– Online knowledge base to facilitate knowledge transfer
• Video masterclasses, community, toolkits, resources
– Further training and networking opportunities– National conference– Online course– Policy advice– Benchmarks
WATCH THE VIDEO!
• www.getambition.com
VISIT THE SITES!• http://del.ici.ous/hanrudman
