What’s On 2021

What’s On 2021

UK House, 16-19 March

The inaugural UK House programme celebrated UK creativity and innovation. Attracting over 2,000 attendees from around the world, the programme presented the best of UK art, tech, immersive technology, advertising, music and innovation with a series of live events, short talks, panel discussions, workshops, exhibitions and experimental music sessions.

Supported by UK Research and Innovation in collaboration with partners including Arts Council England’s Future Art & Culture, British Council, Department for International Trade, UK Advertising Export Group and Audience of the Future Live, UK House featured ground-breaking projects from UKRI funded challenges including Creative Industries Clusters and Audience of the Future, along with Meet the Makers and Researchers sessions.

Sessions are available now to view free on demand.


From renowned names to new voices, the Audience of the Future Live programme at UK House 2021 offered key explorations, findings and insights from experts and innovators across the creative industries.

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UK House took place over 4 days with a busy agenda of live events, short talks, panel discussions, workshops, exhibitions and experimental music sessions.

Meet the Makers (1)

This session invited the audience to meet and find out more about the creatives and their R&D projects showcased at Audience of the Future Live Showcase.

Audience Research: Landscape of a Pandemic

COVID-19 affected every aspect of our lives. This session explored how lockdown impacted on audience engagement across the Creative Industries with a presentation of key research insights from a spread of sector representatives, followed by the opportunity for deeper analysis in the panel session.

Out of the Chaos into the Fire

What have we learnt from the breadth and depth of creative output from the pandemic and how do we ensure that the best of this innovation is retained as we enter the next phase of the pandemic?

Full Schedule

16-19 Mar 2021


The Audience of the Future Live was represented in the official programme at this year’s SXSW showcasing the cutting-edge work coming from UK creative organisations as part of the official SXSW programme.

SXSW Official Event

As part of the official SXSW Partner programme, this one hour event featured a line up of renowned industry names to explore creative collaboration and UK investment opportunities across the globe, with a live audience Q&A.

SXSW Creative Industries Exhibition Expo Booth

The Audience of the Future Live Expo booth @ SXSW, celebrated a range of cutting-edge projects with work featured from across the Creative Industries Clusters, Audience of the Future and wider challenges that included showreels, demos and information on lots of exciting projects from talent across the UK creative industries.


12-20 March 2021


Dream is one of the Audience of the Future Demonstrator projects from the Royal Shakespeare Company, combining live performance and gaming technology to explore the future for audiences and live theatre.

The Royal Shakespeare Company, in collaboration with Manchester International Festival, Marshmallow Laser Feast and Philharmonia Orchestra staged a live performance of Dream using motion capture as the culmination of a major piece of cutting-edge research and development.

This pioneering collaboration explored how audiences could experience live performance in the future. Dream was due to open in Spring 2020 as an in person and online live performance and has been recreated during the pandemic for online audiences whilst theatres remain closed. Inspired by Shakespeare’s ‘A Midsummer Night’s Dream’, the project combines theatre, music and groundbreaking technology in an extraordinary exploration into the future of live performance.


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© 2019 – Audience of the Future Live