Following the audience's lead

One of the constant challenges for arts organisations, especially those that tour work like Hoipolloi do, is building a relationship with an audience that can be sustained - even when work is not out 'on the road'. Talking about 'the audience' all too often means thinking about the people who experience your work as a homogenous unit, when they are anything but.

Hoipolloi has been fortunate that Hugh Hughes, who we've been working with since 2005, so readily embraces social media. This enables some degree of a continued conversation, but we also know that twitter and facebook are not everybody's cup of tea. We've also been open to exploring opportunities beyond the stage, and the recent success of Floating on Radio 4, that that earned Hugh a BBC Audio Drama Award for Best Scripted Comedy Drama, also brought us a huge audience.

We were really excited about opening up Hugh's childhood home online, because we knew this offer was a unique way to experience the magic of Hugh Hughes when and where the audience please. We know, however, that not all Hugh's fans want to experience work in this way, and even those that do have radically different approaches to the site. Some people start on the home page and work methodically through the stories as though they are actually walking through the house; some people jump straight into a story through a link they found on twitter or facebook; some people wander around the online space looking at the floorplans and Hugh's notes without listening to stories at all; some people put stories on 'in the background' whilst they do other things. With the glorious variety of Hoipolloi's audience in mind, we've continued to work with the material that we've made available online at www.invisibletownstories.co.uk in an attempt to make the experience of visiting as unique as each visitor. We've started to offer particular collections of stories, curated by people. My own collection is simply my favourites at a particular point in time that capture something of the whimsy and perspective that I think makes Hugh so compelling. Each collection has a description that will tickle particular fancies - want a flavour of the site without having to make decisions about which story to choose? We've got a single track, curated by Hugh. Or maybe you're fascinated by Hugh's love of pigeons?

Most exciting of all, perhaps, is that we listened to feedback, and have created Hugh Hughes FM. We're delighted to announce this development, which will suit both those who want to listen whilst doing other things, and those who are open to serendipity and want to be surprised. Find it at http://invisibletownstories.co.uk/radio