What a song can do to the inevitable
A flower kept since 2019, a return in London and a song’s ability to question what we once believed inevitable.
Theatre, Music and Audiences14 min read
Read note →Notes on Culture and Audiences
Cultural marketing, theatre and audience development
I write from more than a decade of work inside a theatre, following the path that takes an idea from creation to the stage, from communication to the box office, and from a first flicker of interest to the concrete decision to be there. These notes look at cultural marketing, theatre promotion, audience behaviour, digital strategy, box office and live entertainment. Not as separate disciplines, but as parts of a single system, in which an artistic decision can change the promise of a campaign, a calendar can reshape demand, and sales data can reveal what internal enthusiasm does not always allow us to see. They are texts about how culture finds a place in people's lives, how a production becomes intelligible and desirable, and how institutions, creators and professionals can build more intelligent, lasting and relevant relationships with their audiences.
01 02 The Same Breath
On the shared breath between stage and audience, the craft of Marina Mota and Joaquim Monchique, and the question technology forces us to ask of Theatre.
Theatre, Presence and Technology8 min read
Read note →03 Rosaline: Building a World Before Asking the Audience to Enter It
Starting from Rosaline, a reflection on creation, contemporary language, recognition, social media, fandom and building new audiences for Theatre.
Theatre, Creation and Audiences15 min read
Read note →04 The Permission to Believe
What Disneyland Paris reveals about experience, ritual and the making of magic
Culture, Experience and Audiences26 min read
Read note →05 Time, Audiences and the Ambition to Last
Starting from Interstellar, a reflection on how Cinema preserves time, Theatre transforms presence, and popular works can combine scale, thought and cultural relevance.
Culture and Audiences14 min read
Read note →06 A cultural campaign does not begin with the poster
How to build desire before promoting a show
Campaign Strategy8 min read
Read note →07 What the box office tells us about the audience
Sales data, booking behaviour and audience development
Box Office and Data19 min read
Read note →08 Cultural Marketing for Theatre: Why Social Media Is Not Enough
Social media is essential for building presence, recognition and discovery, but cultural marketing begins before it and continues long after the final piece of content has been published.
Cultural Marketing11 min read
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I write about culture, audiences and strategy. No fixed schedule, no noise.