Terminology, links, and resources


Audience data is information about who your audience is and how they behave in relevant situations, and can include things like demographic data and information on their hobbies and interests.

Audience engagement is the affective, cognitive, and/or emotional responses a person or a group of people have to specific content, i.e. how an audience responds to you and your work. Audience engagement can also refer to the work you do in broadening your audience base.

B2B (business-to-business) refers to marketing and transactions that take place between businesses.

B2C (business-to-consumer) refers to marketing and transactions that take place between a business and its customers.

CRM (customer relationship management) refers to managing your audience/customers and their interaction with you and your work, often through specific CRM tools.

GDPR (General Data Protection Regulation) is a law on data protection and privacy in the EU and the European Economic Area. GDPR protects personal data, and compliance with GDPR is required when processing personal data.

Generative AI is artificial intelligence that can use algorithms to create novel content.

Offboarding refers to guiding your audience after the performance by giving them room to process their experience with each other and/or with the artists.

Onboarding refers to helping your audience access the performance by providing information or tutorials on how the technology works, how they can participate, and so on.

Skeuomorphism refers to using the digital to replicate what artists are already doing in the physical world or with analogue means. Performances that go beyond skeuomorphism use the digital to create something that cannot be achieved in the physical world.

Links and resources

Information on audience data

Insights into Your Audience: How to Gather Data on Your Target Audience

What is Audience Data and how it helps Marketing?

Information on audience engagement

Audience Engagement: How to Know If People Like You

The Audience in Centre Stage

How to Build and Track Audience Engagement

How to use digital to reach new audiences

Understanding and Measuring Audience Engagement

What is audience engagement?

Information on B2B and B2C

What is B2B and B2C?

Information on CRM

What is CRM?

Information on GDPR

Data protection under GDPR

GDPR for Dummies: Simple GDPR Guide for Beginners

General Data Protection Regulation (GDPR)

Academic texts

Cyrielle Garson: The Severance Theory: Welcome to Respite (2021) by CoAct Productions and Ferryman Collective

Jeremy Bailenson: Experience on Demand – What Virtual Reality Is, How It Works, and What It Can Do

Nick Yee & Jeremy Bailenson: The Proteus Effect: The Effect of Transformed Self-Representation on Behavior

Rafael Yuste, Jared Genser, and Stephanie Herrmann: It’s Time for Neuro-Rights

Useful networks, newsletters, and organisations

Dark Euphoria
Dark Euphoria is an artistic production and cultural innovation agency based in Marseille. They prototype and produce transdisciplinary projects at the crossroads between art and digital technologies: interactive installations, immersive experiences, augmented shows. As a pioneer in the production of XR and live performances, Dark Euphoria is particularly committed to working with artists and creative teams who also wish to reinvent theatrical, musical, and choreographic forms and their relationship with the public.

deletere is a transmedia research space dedicated to the study of artistic issues generated by new technologies. The association accompanies, produces, and distributes multimedia works and performances by artists who question the public’s relationship with machines. deletere is a shared workspace, an open workshop and an artists’ residence. Throughout the year, the association offers introductory workshops, concerts, and artistic meetings around transmedia practices.

HACNUM (National Network of Hybrid Arts and Digital Cultures)
HACNUM is an association whose aim is to structure, organise, and develop the ecosystems of hybrid arts and digital cultures in France. The network brings together more than 200 actors representing art centres, third-party venues, festivals, production offices, theatres, fablabs, media libraries, artists, and so on in order to defend the interests of these professionals.

Immersive Wire
The Immersive Wire is a UK-based website analysing the next generation of the internet. The weekly newsletter provides information on the metaverse and immersive tech news. The newsletter is written by Tom Ffiske, a professional who has been analysing immersive technologies since 2016.

XR Live channel on Discord
XR Live is a Discord channel that hosts a community of performers from all over the world, all of whom are interested in or work with digital means of storytelling.