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From Consumption to Enrichment: The Long Slow Death of Arts Marketing

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Audience Engagement in the Performing Arts

Part of the book series: New Directions in Cultural Policy Research ((NDCPR))

Abstract

This chapter presents a critical analysis of the main questions and issues regarding the marketing of the performing arts to audiences. It advocates for a fundamental reconfiguration of the arts marketing concept in order to reflect the conceptual evolution of the field towards notions and processes of audience engagement and enrichment. The underlying thesis behind this chapter is that it is time to reassert the primal role that arts and humanities research can play in tailoring arts marketing back to its creative and not-for-profit origins. The chapter therefore exposes the limitations of the traditional marketing mix for contemporary philosophies, modes, and techniques of audience engagement, and suggests an alternative, audience-centred paradigm fit for contemporary arts marketing scholarship and for twenty-first-century performing arts organisations.

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Authors and Affiliations

  1. School Performance Cultural Industries, University of Leeds, Leeds, West Yorkshire, UK

    Ben Walmsley

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  1. Ben Walmsley
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Correspondence to Ben Walmsley .

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Walmsley, B. (2019). From Consumption to Enrichment: The Long Slow Death of Arts Marketing. In: Audience Engagement in the Performing Arts. New Directions in Cultural Policy Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-26653-0_6

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