We are excited to support artists in England, Scotland, Wales and Northern Ireland to explore the potential of immersive tools within their creative practice. Artists will have the  opportunity to access a community of peers, training, mentoring and vital funds, to help get their ideas off the ground, and enable the growth of a supportive network of immersive arts professionals across the UK, and beyond.

We know the term ‘Immersive Art’ has many meanings for different people and across many sectors. For this programme we mean art that uses technology to actively involve the audience. We are interested in the use of virtual, augmented and extended reality in the creation of artwork that bridges physical and digital spaces, engages multiple senses, and connects people to each other and/or to their environment.

Our integrated research programme will capture and share insights about what works best for the wider sector. And create opportunities for audiences from all backgrounds to engage with artist-led immersive work.

Who are the partners?

Immersive Arts is run by a collaborative consortium of ten partners who are deeply embedded within the UK’s immersive arts and research communities, and committed to creating positive change in the sector.

The programme’s lead hub is Pervasive Media Studio. UWE Bristol are the academic lead and Watershed are the Executive Producers, working in close partnership with University of Bristol and cultural organisations in Belfast and Derry (Nerve Centre), Cardiff (Wales Millennium Centre) and Glasgow (Cryptic). 

Our training and events programme is being led by Crossover Labs, alongside strategic support from Unlimited, Innovate UK Immersive Tech Network and XR Diversity Initiative and an international Advisory Board. 

Funding for Immersive Arts is provided through a collaboration between the UKRI Arts and Humanities Research Council (AHRC), Arts Council England (ACE), the Arts Council of Wales (ACW), Creative Scotland and the Arts Council of Northern Ireland (ACNI). Funding from Creative Scotland, ACW and ACNI is provided by The National Lottery.

Together we aim to:

• Generate a rich programme of inclusive and accessible opportunities, breaking down the barriers for people of all backgrounds to engage with immersive tools.
• Create a nurturing space for artists to explore, experiment and expand their creative practice with immersive technologies. 
• Gather the thriving immersive arts ecology across the UK to share, build community and advocate for a sustainable future for the artform, its artists and audiences.

About the funding

We will be awarding £3.6 million in grant funding to artists based in the UK between 2024 and 2027. This will be made available through 3 rounds of funding opening in October 2024, Spring 2025 and Spring 2026, each round will be open to applications for 2 months. With the aim to fund over 200 artists. 

Artists can apply for funding in one of the three strands: Explore, Experiment and Expand. We have designed the funding to focus on the areas where support is most needed. Applicants are invited to apply for the full amount of money available in each strand, rather than partial amounts. We aim to make the application process as accessible as possible, allowing submissions via text, audio, or video.

Explore (£5,000):

• Purpose: To support early stage creative exploration with immersive technologies.
• Details: Ideal for individuals, small groups or organisations (10 employees or fewer) with limited or no experience in immersive arts. This funding will support you in trying new technologies, experiencing work, or meeting potential collaborators. You will not be expected to make a piece of work, but we will ask you to share your learning in a light touch way. You will also get support from Immersive Arts Producers to connect with a wider network.

Experiment (£20,000):

• Purpose: To support the creation of experimental immersive artwork or prototypes that can be tested with small audiences.
• Details: For individuals, micro-entities or small organisations (10 employees or fewer) to get ideas off the ground and into development and testing phases. You will also join our Development Labs run by Crossover Labs, with workshops specifically designed to support you in the development of your ideas. 

Expand (£50,000):

• Purpose: To provide support to significantly advance prototypes or existing work towards presentation to audiences. 

Details: For individuals, collaborations, micro-entities, or small organisations (50 employees or fewer) looking to advance existing projects to their next stage for development, testing or presentation. You will receive personalised support and mentoring through Crossover Labs and the wider partnership.

Full details on the application process will be announced later in September before the application portal opens at the beginning of October.

In the meantime please join us at one of the free Information Webinars and Inspiration Days, which will be presented both online and in person across the UK, aim to help potential artists and creatives to decide which of the available funds they might apply for, to meet the team, and to ask any questions.  

Beyond the funding 

Immersive Arts’ wider programme of national events, training and research aims to support and stimulate our vibrant and growing ecology. 

We know that we will not be able to support all ideas and projects out there through the funding, so our national team will signpost opportunities, connect people and share useful insights and learning from the programme. 

We recognise that Immersive Arts is just one part of a vibrant and growing international community of creative practice and research. If you would like to tell us about what you are doing in this space, or share what you have learned, we would love to hear from you at  immersivearts@watershed.co.uk

Research

Throughout the programme, academic and non-academic researchers will be exploring some of the most urgent themes and questions emerging from the immersive arts sector. For example:

Artists and Audience Development

What ambitions do artists have for these emerging forms? How do they evolve or diverge from existing artforms and ways of working? How do we design for diverse access requirements? How do audiences for immersive experiences differ from traditional arts audiences? Who is missing and why? What do audiences report about the impact and meaning of immersive works? What are the barriers to reaching an audience? What opportunities can the hybridity of immersive mediums offer to diverse and dispersed audiences?

Immersive Tools and Technologies

What do artists need to know to work confidently and creatively with immersive forms? What are the perceived technical and skills barriers? How might artists work convergently with XR and other tools such as Artificial Intelligence to produce immersive experiences? How can sensing and interpretive tools and technologies enable better understanding of user experience and create personalised XR experiences?

Infrastructure and ecosystem:

What business models exist globally that support the development of immersive works? What are the dominant and emerging approaches to exhibition, distribution, touring and franchising artworks? What persistent issues and challenges obstruct a diverse and sustainable practitioner network?

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