Episode 36: Amy Maiden - Transforming Audience Engagement in the Arts

This week's conversation features Amy Maiden, discussing her journey from musical theatre performer to leading audience engagement strategist.Amy shares candid insights from her career journey, including her formative years in London's West End working with major organisations like AKA. She reflects on organising landmark charity events like the 2009 Black Saturday bushfire appeal concert at London's Princess Theatre, and how these experiences shaped her approach to arts marketing and audience development.Key discussion points include:The evolution from performer to arts marketer and strategistBuilding innovative marketing approaches for West End productionsThe impact of digital transformation on audience behaviourUnderstanding contemporary fandom and audience psychologyPreventing burnout in arts administrationThe changing nature of arts leadership and cultural institutionsNew models for engaging diverse audiencesThe intersection of commercial and subsidised artsThroughout the conversation, Amy emphasises the importance of understanding audience behaviour and creating meaningful connections between arts organisations and their communities. She advocates for more sustainable work practices in arts administration while maintaining passion and artistic excellence.This episode offers valuable perspectives on contemporary arts marketing and audience development from someone who has helped shape major innovations in the field.Links:Anthem - Arts Marketing & StrategyAKA UKAbout Amy Maiden: At the time of recording, Amy Maiden was Managing Partner at Anthem, and is now Chief Executive of the company. Her career spans major roles in London's West End and Australian arts organisations including Australian Theatre for Young People and Sydney Festival. She is recognised as an innovator in arts marketing and audience engagement strategy.Episode Credits:Host: Samuel CairnduffGuest: Amy Maiden Connect with Decoding Cultural Leadership on social mediaInstagram, Threads, X/Twitter:@[email protected]@samuelcairnduffRead Sam's Substack here.Presenter and research: Sam CairnduffCreative Director: Niloofar PashmforooshPresented in association with LimelightDecoding Cultural Leadership | Culture. Society. Conversations