Kick-start of day 2 with Andrew McIntyre, Anne Boysen and Alan Brown

by NPU — 2017-09-11

The Norwegian-born and Austin, Texas based generation researcher and futurist Anne Boysen, Audience Engagement expert Alan Brown from Detroit and Culture Segments Architect Andrew McIntyre from Manchester will be kick-starting the second conference day. 

Anne Boysen

Anne Boysen is a generation researcher and futurist. She was introduced to the NPU community at the conference in Bergen in 2014, giving a presentation about the generation Z and their media habits. Returning back to the conference, she will give us the ´greater´ picture on how the young population segment's art and culture participation will develop over the next ten years. She will present a case on how do young audience look like in 2027? What will be the impact of technological advancements and how will young audiences experience arts and culture in the future? 

Austin based Norwegian researcher Anne Boysen holds a Master´s degree in Strategic Foresight and is leaning a consultancy company After the Millennials´. Anne Boysen is a futurist and researcher specialized on generational studies. She is specialized in the post-millennial generation, who have been born and raised by generation X (between baby boomers and millennials), and raised in a world affected by the economic crisis, environmental threats and terrorism. The generation that has ´been present on Facebook prior to their birth´ and can be considered a true digital native. 

Alan Brown

Alan Brown, recognized as one of the leading figures in audience development research or 'audience engagement' as a preferred term in the US, has throughout his work across the cultural sector in the United States introduced the new vocabulary to the discourse of cultural participation. Supported with a vast range of experiences, Alan is outlining the ´need to stop talking about audience development as marketing problem, but more as a programming opportunity´ (full access to interview with Alan here).

Returning to NPU Conference 2017 meets Arts & Audiences, he will share insights from the US on developing younger audiences, with a focus on alternative formats and creative use of branding at the product level.

 Through a wide range of reports, segmentation analyzes and consultancy assignments, Alan Brown has helped numerous non-profit organizations in the cultural field of the United States to engage with both established and new audiences. His first introduction to Norwegian audiences was during the NPU conference in Stavanger, with sessions exploring the different types of audiences and how to measure the left impression of the art experience.

Alan is a founding partner of WolfBrown, a cross-disciplinary team of professional consultants with experience in fund-raising, marketing, planning, research, evaluation, program design, arts education and other areas. He is an engaging speaker and preferred partner for actors such as the Australian Council for the Arts, the National Endowment for the Arts and the Theater Bay Area on the West Coast of the United States.

Andrew McIntyre

Andrew McIntyre is a co-founder of Morris Hargreaves McIntyre and one of the UK’s leading authorities on audience motivations, behaviour and responses. McIntyre played a key role in the development of Culture Segments, the first sector-specific segmentation system in art and culture, based on the profound cultural values and beliefs in the audience, rather than behavior and attitudes. Culture Segments has been tested in the UK, USA, New Zealand, Australia, Brazil, Germany, Turkey, China and also Norway.

Andrew McIntyre, the architect of the Cultural Segments model, has introduced the Culture Segments model several times also in Norway and is methodologically also part of several NPU surveys. Returning to the NPU Conference 2017 meets Arts and Audiences conference, Andrew McIntyre will be elaborating on the characteristics of the young arts and cultural consumers. Is the commitment to arts and culture something that comes with age?

According to McIntyr's segmentation model, we are naturally attracted to different types of art and cultural experiences - regardless of cultural background and age. However, we are able to notice that there is a higher percentage of young people in some segments cultural segments, in contrast to the higher percentage of older people in others. We are thus challenging the discussion on whether you move from being "entertainment" or "stimulation" to "essence" segment during your life, or do individuals stay in the same culture segment throughout their entire life?

 As the session is designed for the audience members with the pre-existing knowledge of Cultural segments, we are recommending you to also watch Andrew´s lecture from the NPU Conference in 2015. A 25 minutes crash-course starts at 32:30.