Having worked in the public realm since 2004, I regularly consider who is my primary audience when curating a project.

On the one hand I have the local community, (which covers a broad range of residents, from families to young people, from local artists to local businesses), and the other hand the broader art world (which can be generalised as the arts-educated folk, whose aim is to experience 'quality' culture). Thus the question I ask myself is can a project meet the demands of both audiences; without compromising quality and protect genuine engagement?

The answer is of course 'yes', but not without a lot of thought and hard work.

Local communities will not just turn up to an event because a flyer was put through their front door, you have to speak to people and convince them it is worth coming too. Communication also is key to attracting outsiders. The way you describe a project, how you attract artists, how much money is offered - these are all key to getting it right. Projects have to be original, clear in their aims and site specific. Artists have to be properly introduced to the area, given insight about who to contact, and what is already happening. Often the assumption is made that because an area is remote or has poverty issues that it is unlikely to be rich in culture, but quite often the opposite is true. Successful projects are not so much about applying a concept to a place, as much as uncovering what already exists there.

What I have learnt is to assume nothing about a community; ask them what they want first, and give them opportunities and then they might be interested in what your project has to offer. Local people are also your best allies, they know the area better than any researcher, and they can often find the solutions highly paid arts consultants will take months to find. They will also be the ones to potentially gain the most from any project or activity, which you introduce. Thus the people who live in a place must be your first and most important audience. If you take the time to choose the right artists for places, not just the most famous or established, people will come to see the work, simply on the basis that it is good art. It is not about footfall numbers, it is about contributing something of value, which supports creative freedom and celebrates the unique identity of a community.

First Published in Artist Newsletter December 2010.http://www.a-n.co.uk/