: AHEAD EU Project
AHEAD team meets in Bilbao
HERITΛGE joined our partners in the AHEAD (Accessible Heritage Experience for Audience Development) consortium for an interim project meeting in Bilbao this October, hosted by the University of Deusto.
AHEAD is a project co-funded by the EU’s Creative Europe program, aimed at providing cultural heritage professionals with innovative tools and practices to develop new audiences.
Over three days of sessions packed with ideas, plans, and exchanges, the AHEAD team reviewed the progress already achieved. This includes the delivery of nine seminars and the launch of a series of videos and seminar materials, all freely available to cultural heritage professionals on the project website.
The partners also discussed the next steps for the project, including the launch of calls for artists in Greece, Italy, and Spain, and the organization of AHEAD Labs, which will begin in November. These labs will be held in Ostia Antica, Altamira, and Crete, bringing together artists, local communities, and staff from the archaeological parks. Participants will co-design creative practices to enhance how heritage is experienced in their regions.
To find out more about AHEAD, the opportunities it offers, or to join the AHEAD Network, visit the AHEAD website.
AHEAD: Πρόσκληση σε καλλιτέχνες
Η Πρωτοβουλία για την Ανάδειξη της Πολιτιστικής Κληρονομιάς (HERITΛGE) σε συνεργασία με το Αρχαιολογικό Μουσείο Μεσαράς, προσκαλεί καλλιτέχνες να καταθέσουν τις προτάσεις τους για την δημιουργία έργου στο πλαίσιο του ευρωπαϊκού έργου AHEAD (Accessible Heritage Experience for Audience Development) το οποίο συγχρηματοδοτείται από το πρόγραμμα Δημιουργική Ευρώπη της Ευρωπαϊκής Ένωσης.
Στόχος της προκήρυξης είναι η επιλογή ενός καλλιτέχνη, με τόπο κατοικίας ή καταγωγή από την ευρύτερη περιοχή της Κρήτης, καλλιτέχνη που θα συμμετάσχει σε εργαστήρια συν-δημιουργίας / συν-σχεδιασμού για την ανάπτυξη ενός έργου σε συνεργασία με το κοινό που έχει επιλεγεί για το Αρχαιολογικό Μουσείο Μεσαράς υπό τον συντονισμό του οργανισμό HERITΛGE).
Το έργο AHEAD αποσκοπεί στη δημιουργία νέων βιωματικών εμπειριών που επιτρέπουν στο κοινό να συνδεθεί με την πολιτιστική κληρονομιά συμμετοχικά και χωρίς αποκλεισμούς. Μέσω αυτής της πρόσκλησης, ο καλλιτέχνης που θα επιλεγεί θα συνεργαστεί με το Μουσείο και την τοπική κοινότητα για να αναπτύξει νέους τρόπους βίωσης του αρχαιολογικού χώρου. Ανάλογες προσκλήσεις έχουν δημοσιευθεί στο πλαίσιο του έργου στην Ιταλία και την Ισπανία.
Συμμετοχική Δημιουργία
Η πρόσκληση αποσκοπεί στην επιλογή ενός καλλιτέχνη που θα λάβει μέρος σε εργαστήρια δομημενα με τη μεθοδολογία ACED (Audience Centered Experience Design) θα πραγματοποιηθούν κατά το χρονικό διάστημα από τον Δεκέμβριο 2024 έως τον Μάρτιο του 2025. Ο καλλιτέχνης θα συνεργαστεί με δύο κοινότητες-στόχους, μαθητές δημοτικού και τοπική κοινωνία, για να σχεδιάσουν από κοινού νέες εμπειρίες που θα ζωντανέψουν το Αρχαιολογικό Μουσείο Μεσαράς.
Αυτή η συνεργασία στοχεύει να μετασχηματίσει τον τρόπο με τον οποίο το κοινό αλληλεπιδρά με τον αρχαιολογικό χώρο, κάνοντάς τον ένα δημιουργικό χώρο συνάντησης του παρελθόντος με το παρόν. Ο καλλιτέχνης θα πειραματιστεί με νέες μορφές έκφρασης που θα ανταποκρίνονται στις ανάγκες διαφορετικών ομάδων κοινού.
Ποιοι Μπορούν να Συμμετάσχουν
Η πρόσκληση απευθύνεται σε επαγγελματίες καλλιτέχνες που ασχολούνται με συμμετοχικές και σχεσιακές πρακτικές, και έχουν εμπειρία σε έργα που εμπλέκουν κοινότητες στη συν-δημιουργία. Ο ιδανικός υποψήφιος θα πρέπει να μπορεί να συνδυάσει την καλλιτεχνική του γλώσσα με τις αξίες της αρχαιολογικής κληρονομιάς και να αναπτύξει μορφές έκφρασης που βασίζονται στη συλλογική εμπειρία.
Υποβολή Αιτήσεων
Οι ενδιαφερόμενοι καλλιτέχνες μπορούν να βρουν περισσότερες λεπτομέρειες στην επίσημη προκήρυξη και να υποβάλουν τις αιτήσεις τους έως τις 15 Νοεμβρίου 2024, ακολουθώντας τις οδηγίες μέσω email ή εναλλακτικά συμπληρώνοντας την παρακάτω φόρμα συμμετοχής .Τα AHEAD Labs προσφέρουν μια μοναδική ευκαιρία για τους καλλιτέχνες να συμβάλουν στη δημιουργική ανανέωση του Αρχαιολογικού Μουσείου Μεσαράς, συνδυάζοντας σύγχρονη τέχνη με την πολιτιστική κληρονομιά της Κρήτης.
Introducing the First AHEAD Training Seminar Video
HERITΛGE is excited to announce the release of the inaugural AHEAD training seminar video, Introduction to Audience Development. AHEAD (Accessible Heritage Experience for Audience Development) is a project co-funded by the EU’s Creative Europe program that aims to encourage the cultural heritage sector to adopt human-centered approaches, learning by doing, impact and data-driven methodologies to innovate working practices, become more relevant for our communities, financially sustainable and create opportunities for social, cultural and economic growth.
This first video is hosted by University of Deusto’s Macarena Cuenca and Jaime Cuenca and is part of AHEAD’s comprehensive capacity building program, which aims to equip heritage professionals with the essential tools and knowledge to foster audience development, entrepreneurship, and effective marketing strategies.
Fostering active audience engagement and access to culture is a major challenge for the cultural sector, and one which entails reinterpreting the relationship between cultural organizations and the public. In this context, audience development is becoming a key component of cultural sector strategy, as evidenced by the support for it from the European Commission.
AHEAD’s first seminar is aimed at practitioners working in the cultural heritage sector who are interested in putting audiences at the center of their work and implementing an audience development approach in their organizations. It is made up of two presentations. The first starts with a reflection on the democratization of culture and cultural democracy and related considerations of ethics. It then introduces the concept of audience development. The second presentation is focused on the eight main strategic areas of intervention in Audience Development that were identified in a European-level relevant study on Audience Development (Bollo et al., 2017): Programming, Audience participation and co-creation, Digital, Use of Data, Place, Alliances and Collaboration, Organizational change management, and Capacity building.
Watch the seminar video now to gain valuable insights into the AHEAD program and the importance of audience development in the cultural heritage sector at your convenience. Become a member of the AHEAD network for more news, videos, training opportunities and upcoming events.
AHEAD: A Manifesto for Redefining Heritage Experiences
The Heritage Management Organization is proud to be part of the AHEAD project, an international initiative funded by the European Union’s Creative Europe Programme. Today, we’re excited to announce the launch of the AHEAD manifesto, a groundbreaking document outlining a new vision for cultural audience development. We are calling upon all cultural heritage professionals, community leaders, and policy makers to sign up to the manifesto and become part of the AHEAD network.
A Human-Centered Approach to Heritage
The AHEAD manifesto calls for a fundamental shift in how we approach heritage experiences. It champions a human-centered approach, prioritizing accessibility, inclusivity, and audience engagement. This means moving beyond traditional models and fostering a more dynamic and participatory relationship between cultural institutions and their visitors.
The manifesto is the result of extensive research and collaboration among AHEAD consortium partners across Europe. It emphasizes the importance of audience development as a transformative process. This process is rooted in listening to visitors, ensuring inclusivity for all, and empowering them to actively participate in their heritage experiences.
Equipping Professionals for Success
AHEAD recognizes that achieving this new vision requires well-equipped professionals. To address this need, the project offers a comprehensive capacity-building program. This program equips heritage professionals with essential skills among others in:
- Audience Insights: Understanding the needs and interests of diverse audiences.
- Heritage Interpretation: Crafting engaging and meaningful narratives around cultural heritage.
- Strategic Communication: Effectively communicating the value of heritage to target audiences.
- Impact Assessment: Measuring the success of heritage experiences and their impact on communities.
The ultimate goal of AHEAD is to empower cultural professionals to reshape how audiences engage with heritage. This will lead to positive social, cultural, and economic development. Imagine museums, parks, and archaeological sites transformed into welcoming spaces for all, serving as vibrant hubs for community engagement and collaborative value creation.
Join the Movement
The AHEAD manifesto is a call to action for cultural heritage professionals worldwide. We invite you to endorse the manifesto and join this pioneering initiative. By working together, we can redefine the landscape of heritage experience design and usher in a new era of audience participation and appreciation.
Learn more about the AHEAD project, endorse and download the manifesto on the AHEAD website.
Unveiling AHEAD: a new EU-funded project to develop audience engagement
At HERITΛGE we are delighted to announce the launch of a new EU-funded project AHEAD (Accessible Heritage Experience for Audiennce Development). The project, that seeks to remodel the heritage experience and provide a blueprint to help cultural organizations develop and engage new and existing audiences, held its kick-off meeting in Rome on January 24-26 2024.
AHEAD, which is funded by the European Union’s European Education and Culture Executive Agency (EACEA), brings together a dynamic consortium of partners, including Melting Pro (MEP), an Italian cultural consultancy that is responsible for managing the project; the Italian Ministry of Culture (MIC), the University De Le Iglesia De Deusto, in Bilbao, Spain, and the Brussels-based innnovation agency Impact Valley. Participants include the Archaeological Park of Ostia Antica in Italy and the Altamira National Museum and Research Centre in Spain.
Challenges in Cultural Heritage Sector and the AHEAD Impact Vision
Cultural Heritage (CH) stands as a vital economic and social resource for EU countries, yet many institutions face challenges in financial sustainability and audience engagement. AHEAD tackles these issues by addressing the low levels of entrepreneurial and audience-centered skills that are often found in cultural heritage institutions, introducing participatory audience development practices, and breaking down resistance to new marketing approaches among CH professionals all the while focusing on increasing accessibility for all and engaging local communities.
AHEAD’s vision is to innovate working practices in the CH sector by applying human-centered approaches, learning by doing, and data-driven methodologies. This transformative project aims to make the cultural heritage sector more relevant to communities, financially sustainable, and a catalyst for social, cultural, and economic growth.
The AHEAD Blueprint
AHEAD comprises three key components:
- Capacity Building Program: Enhancing the skills of CH professionals in Audience Development, Marketing & Promotion, and Business Models
- AHEAD Model: Developing a participatory audience development practice, piloted with CH organizations from Spain, Italy, and Greece.
- Impact and Innovation Strategy: Creating a strategy to upscale the methodology at the EU and international levels, overcoming systemic barriers in management and participation.
The AHEAD journey began with its kick-off meeting in Rome on January 24-26. Partners collaborated on shaping the AHEAD manifesto for audience engagement, taking into account all three key components of the project. Notably, the meeting saw the participation of end-users, including representatives from the Archaeological Park of Ostia Antica and the National Museum and Research Center of Altamira who contribution vital insights for the development of the project’s components.
During the project, HERITΛGE introduced partners and participants to SHIFT, a major EU-funded research project to make cultural heritage more appealing and inclusive.
Importantly, the project wrapped up with a presentation of AHEAD and a networking session with representatives of Italian cultural institutions at Rome’s Europa Experience – David Sassoli building that showcases the institutions and contributions of the European Union.
Stay tuned for updates as AHEAD unfolds, unlocking the full potential of cultural heritage for current and future generations.
