An Introductory Guide to Growing Audiences
Download the full Playbook here.
What is the Audience Development Playbook?
The Audience Development Playbook is a comprehensive resource designed to support arts practitioners in Singapore with step-by-step guides and templates for planning effective audience development strategies. From understanding audiences better, to finding inspiration to create targeted programming, this practical toolkit moves beyond traditional demographic approaches to provide deeper insights into audience interests, attitudes and behaviours towards the arts.
The Methodology
In collaboration with Verian and The Audience Agency, the Audience Development Playbook is the result of an extensive two-year process, which started in 2024 involving:
- In-depth interviews: Consultations with over 20 arts industry leaders
- Public survey: Data gathered from more than 3,000 members of the public
- Industry workshops: Feedback from over 100 artists, partners and students
From 5 Life Stages to 12 Distinct Personas
Industry Launch Event Highlights
The NAC hosted the arts community at a closed-door event to introduce the Playbook, the research methodology and the rich insights found within.
The programme concluded with a panel discussion, facilitated by NAC Deputy Chief Executive, Ms Lynette Pang. The panel brought together three arts practitioners who shared their experience in audience development:
- Company Director & Co-Founder, Nine Years Theatre, Mia Chee
- Station Director & Co-founder, Sing Lit Station, Mr Joshua Ip
- Deputy Director, Oh! Open House, Ms Lim Su Pei
Upcoming Workshops
Workshops will be held in March 2026 to help arts practitioners understand the 12 personas and consider the planning frameworks found in the Playbook. Register your interest with us to receive updates on these sessions.