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Strategic priorities

Background

The Australia Council adopted a set of strategic priorities to focus our efforts on critical areas for the arts in Australia—and our own capacity to support the sector —into the future. These priorities were identified through consultation with arts organisations during the review of Council’s business plans in 2007.

The achievements against these priorities, across their first full year, were reviewed by Council in August 2009 and, after considering the sector plans from each artform board, the priorities listed below were established for the organisation in 2009-10.  

Two of the 2007-08 priorities – Knowledge Centre on the arts in Australia and National impact of the Australia Council – were considered now served by normal operations, the first by the establishment of the arts research capability within the Arts Development division, the second by the development of a comprehensive positioning and communications plan.

Some of the other earlier priorities were given new focus in 2009-10.


1. Artists Careers

Support for artists at all stages of their career remains an important priority for the Australia Council. We have increased grants to artists by internal administrative efficiencies and implemented strategies and initiatives, such as research and industry projects, to highlight sector needs and priorities. Programs are now available to support young and emerging artists and those at the start of their arts practice. Our focus is now on building a Council-wide priority and programs to deliver sustainability to artists throughout their careers.  Council will contribute to this by:

  • Increasing information to artists about available career pathways to transition
  • Providing interactive career models through a website portal
  • Engaging industry sectors in supporting work opportunities for artists
  • Increasing philanthropic support to individual artists
  • Exploring reform options in tax and social security arrangements to support artists


2. Audience  Access and Participation

New Australia Council research reveals that the arts are becoming more inclusive and the participation of Australians more significant. As the behaviour, expectation and demographics of audiences shift, our priority now is to develop new ways of interaction to engage with new and existing audiences. We also commit to grow the demand for the arts, and in more places in Australia, as the number of practising artists continues to grow. To achieve greater audience participation and access, we are building partnerships to focus on:

  • The engagement of audiences through digital platforms
  • Broaden the scope of participatory activities for audiences
  • Increase programming activities that reflect Australia’s culturally diversity identity  


3. Business and philanthropic involvement in the arts

The Australia Council has identified opportunities to take advantage of the growing support for the arts in Australia from the business community and through philanthropy. Our focus is on encouraging cultural philanthropy not only as a valuable source of income for artists and arts organisations, but also to grow broader community support for the arts. We do this through Council’s Artsupport Australia which has been responsible for raising more than $35 million in new philanthropic support in partnership with arts organisations and artists across the country. 


4. Increased support for the arts

This priority builds on Council’s opportunities to advocate for ongoing and increased government and private sector support for the arts. This is achieved through our reviews; our capacity to network and build partnerships across all levels and departments of government and to engage with the private sector; through the budget process and collaborations with the Department of Environment, Water, Heritage and the Arts and the Ministry. This priority is also driven by Australia Council research into the economic, cultural and social impact of the arts, audience participation levels and attitudes and Council’s own promotional activities.


5. Arts content for the digital era

The Australia Council has identified key opportunities for artists in the changing audience landscape and growth of new hybrid arts practices. We maintain the priority to increase
the amount of Australian arts content being created, promoted, distributed, enjoyed, accessed and preserved on digital platforms. Our objective is to increase access to Australian content, explore applications of arts practice and content, and build digital business capacities and innovation and support production and preservation of arts content. Projects include:

  • Geek in Residence support matching creative and technical skills in host arts organisations 
  • Digital Culture Fund exploring technologies interpreting the audience experience 
  • ABC and regional venue live simulcasts 
  • ABC/Australia Council partnership and two day forum on digital arts models and issues
  • MEGA national business development and mentoring program 
  • E-philanthropy project to research social digital tools to support arts marketing and fundraising.
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