This month myself and three students at Cardiff University are working on a project with NTW on Marketing Theatre. One of the key areas we are looking at is reaching and attracting youth audiences.

I'm very passionate about youth and the changes we are seeing in younger generations, especially due to the changes in technology and entertainment choices. I'm over 35 now (shhh!! don't tell anyone! hee hee), but I teach Digital Media & Marketing to 18, 19 and students in their early 20's at University and I'm always amazed and inspired by their experiences and how their lives are so connected and engaging. Trust me I think I learn more in the class room than them.

This year I conducted a research project with MediaSnackers on 'How the Web Makes Youth Feel'. The project aim was to tap into the emotions youth feel about technology and if the positive digital native rhetoric we often hear about is an accurate representation of the impact technology is having on the lives, feelings and emotions of youth ages 13-19 years. You can read more about the studies results in my blog post Case Insights TWMMF, or you can visit the projects website to see the data: The Web Makes me Feel.

However, from my association with NTW, I am turning my attention to the Arts and Creative industries, theatre in particular and are interested in learning more about how we can reach, attract and engage youth in theatre, and I'm sure digital media will play a role. But as a marketer by trade, I wonder if it is how we market and talk about theatre that is the problem or are theatre shows just not that interesting? Or perhaps we are using the wrong channels - print, posters, flyers!

Last week I came across this report from the Arts Council Wales on Arts and Young people in Wales. It's an interesting read, but I'm keen to to hear what the NTW Community think about attracing and engaging youth audiences.

I've created a discussion forum on this topic (click below) and would be interested to discuss with others in the community or are also interested: "Attracting Youth Audiences"