Description of Will White: A white man with brown hair, green eyes, and a short beard and moustache, wearing red glasses and a bright blue corduroy shirt. He stands or sits in front of a green sign that reads 'Bradford 2025 UK City of Culture'.

Photo: Tim Smith

Changing Faces

White joins Bradford 2025 team

Arts Professional
1 min read

WILL WHITE has been named Head of Audiences for Bradford 2025.

He joins the team preparing Bradford’s stint as UK City of Culture following a decade at the Science Museum Group, where he led the marketing and communications teams across three national museums. He has also worked at the Edinburgh Festival Fringe and British Council.

As Head of Audiences, White will lead a strategic marketing and communications campaign to develop and grow audiences across Bradford in the lead up to and throughout 2025.

“We’re beginning to grow in confidence, to step out of the role that others have cast us in and to articulate our one-of-a-kind cultural offer,” White said.

He added: “Understanding what’s important to audiences in Bradford and beyond, and what they want out of their precious free time, is a massively important part of us getting the most out of the amazing opportunity that being UK City of Culture has given us, and I’m really proud to be a part of that.”