My interest in marketing grew out of a passion for connecting communities with arts & cultural experiences. As a writer, producer and director of theatre, dance and music events, during the late Eighties going into the Nineties, I was keen for my work to reach as many people as possible. This began my career in marketing and PR.
I strengthened my skills, knowledge and experience in audience development during the Nineties whilst working with diverse communities (e.g. young people, adults with learning disabilities, Black and South Asian LGBTQ+) through ambassadors schemes, workshops and engagement projects. Clients included local councils, health authorities, charities, youth services, schools, colleges and the voluntary sector.
By the late Nineties I had developed extensive skills, significant knowledge and invaluable experience allowing me to understand and work effectively with artists, arts organisations and communities. These became the foundation to the work that would follow.
Since 2000, I have worked with theatre, visual arts, dance, music, festivals, outdoor arts, museums and heritage projects leading on Marketing (incl. digital communications), PR and Audience Development Campaigns. Clients have included AKA UK, Battersea Arts Centre, Belgrade Theatre, Birmingham Hippodrome, Birmingham Repertory Theatre, National Theatre, Royal Academy of Arts, Royal Court, Royal Shakespeare Company, The Drum Arts Centre, The Really Useful Group, UK Centre for Carnival Arts. Warwick Arts Centre and Young Vic.
In an audience development consultancy capacity I have managed projects specifically aimed at developing Black, Asian and ethnically diverse audiences. Clients have included Birmingham Arts Marketing, Black Theatre Live, British Council, Danish Centre for Culture & Development, Department for Digital, Culture, Media and Sport, Independent Cinema Office, National Trust, The Hawth, Wild Rumpus and Wolverhampton Grand Theatre.
I have also worked with Arts Council England advising on organisational and audience development including South Asian Touring Theatre Consortium, Black Regional Initiative in Theatre (BRIT), decibel and Sustained Theatre. In addition I have written Cultural Diversity Assessment Reports in relation to Development Plans submitted to the Arts Capital Programme.
Directorship/ Fellowship/ Member
Director: Coventry Artspace (2020 - Present)
Director: Ego Performance Company (2020 - Present)
Director: Jaivant Patel Company (2020 - Present)
Member: Reference Group - Coventry UK City of Culture 2021 (2016 - 2017)
Chair: What Next? Diversity West Midlands (2014 – 2016)
Trustee: Unfinished Business (2014 – Present)
Trustee: UK Centre for Carnival Arts (2009 – 2010)
Member/ Chair: Sustained Theatre (2008 – 2013)
Member: West Midlands World Music Consortium (2008 – 2011)
Director: Black Country Touring (2004 – 2017)
Director: Audiences Central (2004 – 2006)
Advisory Group Member: Sandwell Asian Arts (2002 – 2004)
Literature Advisor: West Midlands Arts/ Arts Council England (1995 – 1998/ 2002)
Member: Young People's Advisory Group: Belgrade Theatre (1995)
Member: Race Equality Advisory Group: The Depot Studios, Coventry (1995)
Director/ Secretary: Multi Arts Nation Limited (1994 - 2012)
Contributor: article on the relevance of outreach marketing in the world of digital communications – arts professional (February 2015)
Author: Spirits Message published by AuthorHouse (January 2015)
Journalist: The Celebrations magazine for Akash Radio (2014 - 2015)
Author: on-line educational tool about conflict in the Horn of Africa, designed for Danish schools (May 2014)
Guest Editor: Journal of Arts Marketing (JAM) – Arts Marketing Association (July 2008)
Contributor: article on developing South Asian Audiences for arts organisations – arts business publication (February 2001)
Interview and profile in the following:
Biennial 2008/ 09 Awards Magazine - Triangle Media Group (2010)
Arts Industry publication (2005)
Working in performing arts – DfEE (2001)
ADiTi - South Asian Dance Publication (2000)
Featured in Who’s Who of Asian Achievers – Asians in the Millennium - Asian Times (2000)
Featured in Asian Who’s Who International – Millennium Edition 2000 (Asian Observer Publication)
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