Art led and audience driven
How to develop an organisation that is artistically-led and audience focused. Jodi Myers explains the importance of dialogue between the marketing and programming departments in arts organisations, seeing this as the key to developing 'the audience for the art, and the art for the audience'.
I believe arts marketing is a mixture of giving the audience what they want and making them like what you want to give them. This is a concept I’ve clung to in my career in general management. When I’ve forgotten it temporarily, instead of being one step ahead of the audience and leading them gradually, I’ve attempted to stay three steps ahead of the audience and pull them behind me. It hasn’t worked. The audience has refused to move, or worse still, turned tail and run.