The Center for Audience Development (Zentrum für Audience Development, ZAD) is an interdisciplinary, practice oriented institution within the Institute for Arts and Media Management at Freie Universität Berlin. Objects of the work of ZAD are the conceptual and organizational prerequisites that apply to attracting, retaining, and developing cultural audiences of today and tomorrow. Audience development is thereby understood as a holistic term which denotes mediation of culture as the the core mission and nominal goal of cultural institutions.
ZAD´s work focuses on empirical studies, cultural market research and audience research, analyses of cultural institutions’ demand and visitor orientation, presentation of best practice examples of groundbreaking cultural mediation across all artistic genres, and the development of its own concepts of audience development. The main focus of interest are institutions of the traditional fields of culture, such as music (musical ensembles, concert halls), theater (including opera and dance), and art/history (museums, monuments).
ZAD Website: www.zad.ikm.fu-berlin.de