Many arts organisations, especially those driven by artistic rather than social objectives, are unashamedly product-led. Of course, there are exceptions to this approach, but often, marketing departments are concerned with promoting work that has been developed separately from the audience it ultimately aims to attract.
By developing an audience segment that now looks out for the riskier works, WNO has strengthened its brand as people trust the recommendations. In turn, this means that the organisation can be confident of continuing to have good audiences when it produces this sort of work. In this way, marketing helps organisations achieve not only their financial aims, but their artistic objectives as well. One other area where this can be the case is in the use of feedback from the audience in developing future programmes.