Barely a decade ago cultural management in Germany recognized migrants and their descendants as an important audience segment in the strategic planning of cultural institutions. Since then, empirical audience research has focused on this issue and cultural institutions have been active in trying to develop audience development strategies for this specific group. However, it is clear that many institutions are still facing difficulties while dealing with the subject practically. The aim of this article is to provide a deeper understanding of the issue’s complexity; it wishes to focus on the current state of research in Germany and provide implications for cultural management. It includes the results of a recently published qualitative study of the author that indicates it is the combination of a milieu-oriented and a national/ethnic-based approach that increases the chances of future audience development strategies for the growing target group with a migrant background.