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National Arts Council

Audience Development

Discover the frameworks, strategies and platforms that can help you reach and grow audiences.

Last updated on 26 September 2026

Audience Development for arts organisations

Image about Audience Development

Audience development is a long-term strategic process to grow, diversify, and deepen arts engagement. It involves multiple focal areas — programming, partnerships, marketing, education, capability development, and funding — and requires organisation-wide commitment.

Our audience development resources focus on three core goals:

  • Grow the number of audiences: Increase both paying and non-paying arts audiences

  • Diversify access: Make the arts accessible to a broader cross-section of society

  • Deepen engagement: Expand how often audiences attend, and the range of art forms they experience

Explore our resources

Audience Development Playbook

Explore insights, frameworks, strategies, and tools designed to help arts practitioners understand, engage, and build new audiences.

Arts Advocacy

Discover how our national campaign makes the case for the arts — as a force for good, a shared identity and a mark of excellence.

SG Culture Pass

Tap into the national initiative helping more Singaporeans explore and experience the arts across the island, so they can discover your work.