Happy Monday to you! I have been thinking more about how we debate and argue about terms, buzz words, definitions. I understand we need to dissect at times to figure out what something is made of, yet I’m thinking we are wasting valuable time and energy on the thoughts instead of using this energy for positive action.
I believe I have put this thought out there a few times, and I am imploring us as an industry to get over what something is called and simply take action to connect with audiences again.
Yes, we need to take this connection back to the basic level of providing such a quality arts experience that our audiences will respond favorably and new audiences will be drawn to us. We also need to take care of our audiences so they will want to care for us again. Connecting back into the community through programs that benefit the people of our communities is a great idea. Outreaching to people, in different yet viable groups and areas, is smart to do.
Let me give you a current events example. In politics, the splitting hairs is not getting us closer to a safer world. Instead, politicians are hemming and hawing without doing anything solid to prevent mass public shootings. It is all talk (thoughts and prayers) and no action at this point, at least in the United States.
Building audiences is the do or die for artists and arts organizations. At this point, it may be helpful to have a label so we can all know what we can call something, yet it really doesn’t matter in the end if the positive action is taken.
There are groups that are naturally doing audience development without terming it as such. As long as they are using the 4 C’s – Connection, Collaboration, Community, Caring – and, they get results, this is what matters. When they are building happy and loyal audiences, the terminology doesn’t matter.
So, let’s agree to disagree on terminology and perhaps spend more time doing the positive actions, whatever you want to call it. I call it audience development to make it simple since everything falls under this umbrella term, but feel free to call it Al, or Betty, because it’s the stuff of it, the relationship building programs that makes the difference.
Just for fun:
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, ADS
