Simultaneously, AFTA will be celebrating its 50th year. In their most recent newsletter, they noted emerging trends in the arts (some of which have been obvious to those of us on the ground for years).
a) the arts market is out of balance, with capacity (artists, art, performance venues) or 'supply' exceeding demand (capital funds are so much easier to get than operating funds . .)
b) Our audience's engagement has changed overtime, with an acceleration in the recent internet years. The recent NEA study underscores this observation -- audiences are attending live performances less often, but consuming mediated art forms at a more rapid pace. Additionally, they want to make art as well as consume art.
c) The subsidy for the arts is receding with the arts receiving a smaller piece of the philanthropy pie. (Sadly, it seems that the philanthropists haven't figured out that the arts are the critical piece to success in the social sector.)
d) The arts are increasingly less competitive. A disturbing condition considering the extensive amount of arts management training now available in the US as well as training opportunities through conferences like the National Arts Marketing Project. For arts organizations to exist they must recognize their unique position in their community and communicate broadly and deeply. They must continually educate and demonstrate their significance to their community -- as their RELEVANCE to the community is what drives both their earned and unearned income. Arts organizations must find ways to be their art and engage their audiences in new and unique ways if they are to maintain the already vexed system of nonprofit arts as it currently exists in our society. (another post on the vexed relationship of the arts to the nonprofit structure in the first place).
On the good side -- the arts are increasingly critical to the citizens of the United States. However, the relationship between the arts and their audience is changing -- from mentor/student to peer to peer. Online or in person, the organization has a relationship with its audience -- it's up to the organization to forge the first step.
