This study examines the most crucial challenges of Danish venues such as advance booking, finan-cial problems and audience development. The study is mainly focused on audience development, which is the problem this paper tries to solve. The basis of the study is found through qualitative interviews with a selection of danish musical venues. The analysis aims to find the answers to how audience development is handled optimally and the understanding of the audience’s needs, through modern technology. The analysis works as a knowledge-bed on which a design of a “Audience Development Hand-book” has been produced. The design is the product of this study, and the result of the findings in the analysis, which sheds light on the innovation processeses of danish venues and the way in which the modern consumer experiences a live concert - this is brought together in an understanding of how best to communicate with the audience through technology.