Courses / Arts Marketing

Suitable For: Newcomers to the arts as well as young arts organisers with some experience in managing projects.

In an increasingly competitive arts scene, the role of marketing has become more visible and also more complex. Arts companies, productions, and events, are increasingly being asked by sponsors and funders to deliver audience numbers, yet the pool of sponsorship money and audiences aren't growing as fast as the number of events. How can the arts manager and marketer cope with these pressures? What are the strategies that arts managers use to gain an edge for their shows? What is audience development really about?

This 4-session workshop series will cover the basics and principles of arts marketing and audience development, and work through practical issues/problems with participants. Suitable for newcomers to the arts as well as young arts organisers with some experience in managing projects.

Audrey Wong has been Artistic Co-director of The Substation since 2000 and has been organising arts events for over 10 years. She holds an MA in Arts Management and Cultural Policy from Goldsmiths College, University of London and an MA in English from National University of Singapore. She was an adjunct lecturer at NUS' Theatre Studies programme for 3 years, and recently completed a teaching residency in Cultural Policy at LASALLE-SIA College of the Arts. She has written on arts management issues, theatre, and film.