Huddersfield Contemporary Music Festival

As part of an organisational development review, funded through ACE's THRIVE programme, HCMF commissioned this large-scale qualitative research project to inform a brand and audience development strategy. Audiences, peers, musicians, composers and funders all participated. Together, we developed a deeper understanding of audience motivations and experiences and an enhanced awareness of stakeholder perceptions of and aspirations for the Festival. The results helped HCMF navigate the unique challenges and opportunities it faced, with a strategic focus on year-round on-line engagement. Associated brand, cultivation and communications objectives were developed which would deepen appreciation, build relationships and generate excitement with the local, national and international contemporary music community.