After spending some months visiting major arts facilities across the globe on a Churchill Fellowship to study programming and marketing to young people, Bronwen Fallens is of the opinion that the way to attract those sought-after younger audiences is mostly a matter of being seriously committed to the task.
‘The biggest problem in reaching the youth audience is that people in the wrong age group are trying to do it… Younger people should be listened to, because they know. They can say, first-hand, “This is what I would respond to, so let’s try it this way.” This isn’t “age-ist” at all, but I think that when you do have somebody who’s 50, they don’t really know anymore.’
