Audiences Europe Network and hosts (ArticketBCN and the Diputació of Barcelona) are pleased to announce the programme for the Barcelona Masterclass - Young People If you haven't booked yet, there are still places available. We've put together a really exciting programme with fascinating case studies being used as the stimulus for debate and participation. All presentations will be made in English or Spanish with simultaneous translation into Spanish or English. Read on for details of the programme: WEDNESDAY 9 NOVEMBER from 18.30 From 18.30, Registration Welcome to AEN Masterclass - Johan Moerman, Chair of AEN Opening presentation from Ricardo Anton, Director of AMASTE (ES) Venue: Fundació Joan Miró (Parc de Montjuïc, s/n) Amasté is a creative communication agency, focusing on the production and dissemination of projects connected with modern society and contemporary culture. It produces the quarterly magazine Eseté which has a circulation of 13,000 and is distributed throughout Spain and the Basque Country. Followed by a WELCOME COCKTAIL Venue: Museu Nacional d'Art de Catalunya (Parc de Montjuïc, s/n) THURSDAY 10 NOVEMBER (09.00h - 20.00h) Venue: CERC (Centre d'Estudis i Recursos Culturals), of the Diputació de Barcelona, Montalegre, 7. 08001 Barcelona Keynote Presentations: Martyn Richards, OPERA Research (UK) Teen Brains: What's Going on There? A challenging opening address from a leading UK researcher, exploring the physiological and psychological issues at play in the developing teenage brain Christina Dixon, Marketing Consultant (UK) Stop Reinventing The Wheel Audience development expert, reviews a decade of research, investigation, debate and experience into youth issues: what have we learned, what have we forgotten? Choice of Workshops Angela Riddering (NL) Turning it Around Teaching cultural institutions about the value of youth culture Sara Perks and Rebecca McKnight , Cornerhouse, Manchester (UK) New World Order - the role of digital technologies Manchester based Education Director discuss digital communication among young people - and what that means for cultural marketers Roger Martinez and Isaac Gonzalez (ES) Whose Culture Is It? Leading Catalan academics challenge assumptions as to what young people perceive - and desire - by culture, and review latest research on cultural consumptions in Catalonia Jordi Marti, CCCB Barcelona (ES) and Generator(NL) Mixing It! Host organisation CCCB present experiences that and that do not work with young people contrasted with ground breaking Dutch youth-culture specialists present case studies and experiences from The Hague, Berlin, Montreal and Detroit - fusing art and club cultures for 15+ Claude Fourteau: Cultural Consultant (FR) Pablo Martinez, Reina Sofia, Madrid (ES) Developing the museum habit Claude Fourteau, Paris based consultant, who was previously Head of Audiences at the Louvre and before that at the Pompidou Centre, will share some of her extensive experience about how to develop the youth audience. Pablo Martinez, from the world famous Reina Sofia, will share some of their approaches to attracting young people. Friday 11 November (09.00h- 20.00h) Venue: CERC (Centre d'Estudis i Recursos Culturals), of the Diputació de Barcelona Keynote Presentation Franky Devos Daf Van Campenhout, CultuurNet Vlaanderen Young People, Culture and Communication (NL) A preview of Franky's new book into the lives, concerns, and attitudes of young people in relation to culture - what that means in practice for marketers Choice of workshops: Jordi Salvat, 3xl.net (Catalan TV Station) and Joseba Elola, EP3 - El Pais (national newspaper) Ann Laenen, HETPALEIS (B) Websites and Young People Developing websites that work for young people drawing on Belgian and Spanish experiences Paul Kaynes, Audiences Central (UK) David Igual, Caixa Catalunya (ES) Smart Cards: Switch On or Turn Off? Why a leading UK audience development agency decided not to launch a youth card. Why the Netherlands' CJP is a runaway success. Why Catalonia still seeks a successful outcome? Ruth Gielbels (NL) and Ricardo Anton (ES) Communication and Guerilla Marketing Grabbing attention in a noisy market place - effective promotion at no or low-cost from two successful practitioners Kully Thiarai, Leicester Haymarket Theatre (UK) Margot Gerene, Nederlands Uitburo (NL) Isobel Hawson, Arts Council England (UK) Cultural Diversity Matters? Panellists include a theatre director, the funder, and an audience development agency Final Debate Christina Dixon Why Are We So Bad at Reaching Young People? Or are We? THE MASTERCLASS WILL FINISH AT 20.00h on FRIDAY 11 NOVEMBER Cost of Masterclass: 495 Euros for AEN members per person 650 Euros for non members per person Join AEN now to take advantage of a reduced masterclass fee and a range of other membership benefits! Please ask for details. What's included in the fee? All presentations, masterclass papers, welcome cocktail, lunch on 10 &11 and tea/coffee. What do you need to pay for? Your hotel, your travel costs and any meals not included above. How many places are available? Maximum 65 Who should attend? AEN members, senior cultural practitioners working in marketing, audience development and with young people. How do I book? You need to complete a booking form - please email Susie@cultureworksuk.com to request one Hotels Our hosts have negotiated special rates at selected hotels in Barcelona. Details will be sent to you on receipt of your booking form. If you require any additional information please don't hesitate to get in touch. You can either email Susie@cultureworksuk.com, or info@audienceseurope.net For further information, CLICK HERE