INSIDER MARKETING: Alienating New Audiences

DISCLAIMER:
I have been trying in earnest not to write this post for some time. Partly because it’s a bee in my bonnet that has been difficult to pin down since it crosses over a number of bugbear issues of mine, but mainly because of a hesitation I have as a writer not to take too many sacred cows down to the abattoir at the one time. But in recent weeks, particularly as I have been thinking about marketing a lot, and what’s happening in the world of digital and social media; I realised that with my last two posts on the subject (in response to the Connecting research from the OzCo) I had been skirting around this very issue. Dipping my toes in the river without really going too deep. Upon re-reading the blogs I found myself asking “what do I really mean by that?”

There were things I wanted to say but didn’t, because they weren’t exactly on-topic, but were definitely relevant to how arts organisations define themselves, and how they relate to their audiences. But every time I held back from the issue, I felt a little treacherous inside. Which is no good, because I believe that if there is something to be said, we should say it, as respectfully as we can. Even if it hurts you more than it hurts me, I’m sorry, *I have no choice.

TURN IT UP: ALL THE WAY TO ELEVEN

GAME CHANGER
Some commentary on recent developments at Belvoir St Theatre

As reported, the big news this week is the shifting fortunes of the downstairs theatre, which has such a place in our hearts that scarcely an artist in Sydney hasn’t been involved in a show there at some point in the last ten years or so. So it’s no surprise that it sort of feels like ‘our’ space. Well news flash: it ain’t no more, and never was. The good folks at Belvoir have been kind enough to let independent companies operate through their B Sharp season over the years – and it’s been a win-win scenario in many ways; diversifying the audience for Company B and allowing the sector to flourish. But like all plants raised in fertile ground, in twelve years it’s grown bigger than anyone could have imagined. So the powers that be have taken what they see as a necessary pruning measure. And haven’t the howls rung out as what was never really ours to begin with gets taken away. I’ve only got one thing to say about that for now. Get over yourselves.