![An Arts Professional Feature in partnership with The Audience Agency](/sites/artsprofessional.co.uk/files/administrator/taa_editorial_partnership_banner_v2.png)
![](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/a_creative_industries_federation_annual_networking_event_at_the_national_history_museum_jpg.jpg?itok=PyhpNhRl)
The Audience Agency shares its experience of the pains and gains of collaboration and partnership working.
![Hand on plasma ball lamp](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/ramon-salinero-vee00hx5d0q-unsplash.jpg?itok=6jOAtBxy)
Covid-19 has proved that what worked back then won’t work now. Patrick Towell says true innovation requires attention, collaboration, and a sense for ideas that can be scaled up for success.
![face masks drying on a washing line](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/population_monitor_cover_image.jpg?itok=prJ_L4Ij)
In a constantly changing landscape, the ability to understand and respond to audiences’ changing preferences and behaviours is vital. Anne Torreggiani shares findings from the first wave of The Audience Agency’s COVID-19 Monitor.
![Person in balck adidas cap sitting on a bench writing in a notebook](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/brad-neathery-xrszacdybtq-unsplash.jpg?itok=28RWFTfb)
Research into the relationship between culture, health and wellbeing could unlock an understanding of how the mental health of young people can be supported by cultural activity. Dr Robyn Dowlen talks to Anne Torreggiani about progress so far.
![Lesley Cherry’s work replaced a contentious paramilitary mural under the Arts Council of Northern Ireland’s Re-imaging Communities Fund Lesley Cherry’s work replaced a contentious paramilitary mural under the Arts Council of Northern Ireland’s Re-imaging Communities Fund](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/nothing_about_us_without_us_-_glenstar_alamy_stock_photo_.jpg?itok=Ix3mWPR-)
Cultural democracy is not in the gift of most cultural institutions, but that doesn’t mean there’s no role for them, says Anne Torreggiani.
![silhouette of a person looking up at a coloured starry sky](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/greg-rakozy-ompaz-dn-9i-unsplash_1100x700_0.jpg?itok=jylrfiNw)
Having flexed our innovation muscles in response to the pandemic, now’s the time to assess what we’ve done and use this knowledge to develop new ways of working on a larger, longer-term scale. The Audience Agency team looks to the future of festivals online.
![two children at dusk on a beach holding hands and looking at what looks like a jellyfish in the sky](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/taa_-_experience_1100x700.jpg?itok=NgGkbNEo)
Competition in the ‘experience economy’ combined with the circumstances of the pandemic mean it’s time for the cultural sector to think harder about the experiences that audiences would like to have – and are prepared to pay for, says Patrick Towell.
![the bare arms of a group of mixed-race people stretching out hands on top of each other in a circle](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/taa_-_volunteering_article_1100x700_0.png?itok=9b0blfH3)
Define. Diversify. Develop. This 3-D approach to working with volunteers will ensure that your volunteer programme adds value for everyone involved, says Lucie Fitton.
![A photo of a smartphone being held up in a concert audience](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/audience_3.jpg?itok=tFExan4r)
Technocratic, old-school approaches to building audiences have only worked among privileged groups. The sector needs to think harder about what people actually want, says Anne Torreggiani.
![A photo of band performing on a brightly lit stage](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/moseley_festival.jpg?itok=sSUNjB9F)
Striking differences between urban and rural areas make a strong case for a dual regional policy, argue Anne Torreggiani and Zoe Papiernik-Bloor.