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Audience Engagement and Management of the Collective




A group of arts spaces in Midtown Mumbai comprising the areas of Prabhadevi, Worli, Dadar and Lower Parel, felt the need to self-organise and collaborate to create themed activities and events.


The need was to increase the audience base for the arts and cultural spaces in Midtown Mumbai, amidst challenges of limited resources and access to these arts spaces.


The Art X Company and Anupa Mehta Arts suggested the formation of a collective, and subsequently co-founded the Mumbai Midtown Arts Collective, to build a community of arts lovers and cultural connoisseurs thereby promoting the area as an art and culture hub. The Collective which comprises galleries, museums, auction houses in the Midtown area of Mumbai, presently includes Art & Soul, Piramal Museum of Art, Priyasri Art Gallery, Saffron Art and Tao Art Gallery. 

The Art X Company developed an audience engagement strategy that included outreach through developing communication platforms, organising joint events and developing strategic partnerships amongst arts spaces and other related organisations in the locality. 

Year: 2018 - ongoing


Mumbai Midtown Arts Collective deploys regular communication on arts initiatives, events, exhibitions and more through dedicated online communication channels on social media, newsletters. It brings out and distributes periodic printed collateral as well. The collective also organises regular arts events that include workshops, discussions, walkthroughs and more.

One of these regular events is Art Night Friday, a fun filled night where art enthusiasts are offered a complete tour of all the exhibition spaces which are a part of the Collective. Art Night Fridays also provides a chance for fellow art lovers to network and to unwind their week amidst art through the carefully designed networking sessions.

Art Sundays is a unique initiative to bring the community together to create art, in an outdoor venue. This helps in building the community by welcoming new people in an informal setting. With over 20+events under its belt, MMAC is building a gallery-hopping community that meets converges at art soirees and swaps impressions over networking mixers.

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