In July, the Cultural and Education Section of the British Embassy in Moscow announced an open call for Russian regional cultural organisations interested in holding professional development workshops for middle and senior cultural managers in their city.

The aim of the programme is to give organisations in different Russian cities opportunities to bring together key players from the local cultural community and hold workshops that meet their professional needs, with input from British experts. Similar programmes, such as City and Culture, have been held in different Russian cities in the past.

We are delighted to annouce the winners — Russian regional organizations working in the music sector that will be receiving the grants. 

Khabarovsk Regional Musical Theatre

On 22-25 October 2019, Khabarovsk will host a workshop with the title The Art of Persuasion! Marketing for Performing Arts Organisations. 

The workshop will allow to:

  • Share the marketing experience of UK performing arts organisations with the Russian community
  • Establish links between the UK and Russian cultural communities
  • Provide professional training for Russian arts and culture professionals

The workshop will focus on education and discussion and will include an element of fundamental management and marketing tools for performing arts organisations. 

UK expert Professor Michael Quine will explain the theory and practice of cultural marketing and developing target audiences through successful UK case studies. 

The workshop will end with a panel discussion aimed at identifying promising forms and methods of collaboration and possible sources of funding for joint UK-Russia projects to be implemented in Khabarovsk and the Russian Far East in 2020–2025.


  • Professor Michael Quine (UK), Director of Actors Touring Company Productions Limited.

For 12 years he served as chief executive officer at a number of theatres, the last of which was the Royal York Theatre. Then he began teaching at the City, University of London, on the post-graduate art and cultural policy programme. For over 20 years of teaching, he has significantly contributed to international relations that encourage the mobility of students and academic staff. he has also worked as a consultant, in particular as a co-director of mapping cultural industries to secure the future Jersey Opera House. For many years, he was a member of the jury of the European Cultural Foundation's Cultural Policy Research Award. He is well acquainted with contemporary Russian cultural life, as since 1996 he has been a regular visitor to the St Petersburg State Theatre Academy and other Russian cultural organisations.

  • Maria Naimark (Russia), Executive Director of the Rainbow International Theatre Festival, partner of the Interstudio-SPb creative group (St Petersburg).
  • Irina Khizhinskaya (Russia), Chief researcher of the Anna Akhmatova Museum in the Fountain House, partner of the Interstudio-SPb creative group (St Petersburg).

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P.I. Tchaikovsky Museum-Estate in Votkinsk

On 30-31 October 2019 in Votkinsk, the concert hall of the P.I. Tchaikovsky Museum-Estate will host a workshop with the title Classical Music in the 21st Century: relevant formats for music projects and ways to promote them.

The workshop will introduce local cultural professionals to the work of UK cultural organisations in order to draw on their best practice, create relevant new products and promote them.

The workshop will cover the following topics:

  • Attracting audiences to classical music concerts
  • Successful experience of music museums in popularising classical music
  • Internet projects to promote classical heritage
  • Financial planning and fundraising in the field of culture
  • The organisation of festivals and events
  • Efficient tools to build audiences through social networks


  • Samir Savant, Director of the London Handel Festival.

He was previously a marketing professional at the Royal College of Music, Shakespeare's Globe, English National Opera, Royal Academy of Arts and other institutions. His articles have been published in the Classical Music and Arts Professional magazines. From 2014 to 2018, he chaired the Cultural Sector Network National Conference, the largest event of its kind in Europe.

Association of Cultural Managers

On 25 October 2019, Yaroslavl, as part of the III International Forum Culture in Action, will host a workshop with the title Museums on the Map of the Region: How to Become a Point of Attraction. 

The workshop will cover the following topics:

  • How to develop audiences and create new products for their needs?
  • What are the challenges facing small museums and what are the opportunities?
  • How to identify resources and enter into partnerships?
  • What are the advantages of a small museum for intra- and inter-sectoral cooperation?
  • How to be sustainable with declining resources, competition and changes in the market?


  • Sam Hunt, UK — Heritage consultant, Trustee of the National Maritime Museum Cornwall and Lyme Regis Museum, until 2013 Director, Association of Independent Museums.
  • Natalia Nikitina, Russia — social entrepreneur, General Director of the City Museum, Kolomensky Center for the Development of Cognitive Tourism, head of a museum network (U NIkoly na Posadyakh History Museum, Kalachnaya Museum, Artkommunalka Museum Residence), as well as the international Antonov Apples festival in Kolomna.
  • Marylin Scott, UK — Director, The Lightbox Museum and Gallery (Woking, Surrey), Board Member, Association of Independent Museums, Trustee, Bethlem Museum of The Mind and The Geffrye Museum.

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The Living City Foundation

On 9, 10 and 15 November 2019, Kazan will host a workshop for cultural managers and creative industries with the title New Models of Audience Development at the Shtab art residence.

The concept of audience engagement has informed the work of leading cultural and creative organisations in the UK. The workshop will examine successful and notable cases of audience engagement in the UK, as well as opportunities for its application in Russia. 


  • Elena Yuan is an arts manager, theatre director, teacher and expert in young audiences with more than 25 years of experience.

Currently, Elena runs multidisciplinary and multicultural projects and collaborates with various art institutions (Museum of London, Royal Shakespeare Company, Artichoke, Arts Council London), major universities in London (Goldsmith, Birkbeck, City University etc.) and art groups in the UK and other countries (USA, China) as an independent consultant in audience engagement.

  • Project curators Aigul Davletshina and Ksenia Protosevich.

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“LeadArt: Dance, Creative Management and Entrepreneurship in Collaboration”

On 9–10 December 2019, Perm will host a workshop “LeadArt: Dance, Creative Management and Entrepreneurship in Collaboration” for cultural managers, artistic institutions, including dance companies. The workshop will take place at the private-sector Triumph Philharmonia.

The workshop will cover the following topics:

  • Creativity as one of the main features of a producer
  • Building company as a business process
  • Art of creating collaborations
  • Issues and difficulties that participants of the workshop face in their institutions


Farooq Chaudhry (UK), executive producer and one of the cofounders of the Akram Khan Company. After retiring from dancing, he concentrated on art management. As the company producer, Chaudhry puts creativity at the heart of his leadership style, forming innovative business models to support Khan’s artistic ambitions and present his shows all over the world. Mr. Chaudhry Chaudhry is also a regular guest speaker in cultural entrepreneurship at Hong Kong University and the London Business School.

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