Australian marketplace
The Australia Council invests significantly in national initiatives to build new audiences for Australian arts, principally through the market development section. In 2006-07, this included more than $1.8 million for audience development and marketing activities and associated promotional programs.
National audience development strategy
Our national audience development strategy aims to increase the number of arts consumers in Australia. Target groups are young people, culturally diverse communities and Australians who have an interest in the arts but are infrequent participants at arts events.
We focus on building sector marketing and audience development skills and capacity to help artists and arts organisations attract and retain audiences and participants. We also develop partnerships with public and private sector organisations to expand the funding and promotional opportunities available to artists and arts organisations.
Initiatives
Several artform-specific market development programs are listed throughout this guide:
- Big Book Club/Little Big Book Club
- Books Alive
A.D.V.I.C.E
Market development section
This three-year initiative aims to coordinate the collection, management, analysis and application of audience data from across the arts sector.
fuel4arts.com
Market development section
www.fuel4arts.com.au is a website providing resources for arts marketing and audience development professionals.
Interface
Market development section
Interface aims to build the capacity of agents and presenters to present more Australian contemporary arts and take risks that challenge audiences and build markets over the long term.
Kultour
Arts development executive
This national network of arts organisations is dedicated to increasing awareness of Australia’s multicultural arts through an annual touring program of visual and performing arts.
Major festivals initiative
Market development section
Major festivals is an Australian Government initiative that supports the commissioning, development and showcasing of new Australian performing arts productions for Australia’s major international arts festivals.
Multicultural arts marketing ambassadors strategy WA
Market development section
Partners: state arts agencies
The multicultural arts marketing ambassadors strategy WA (MAMAS WA) aims to build stronger connections between artists and multicultural audiences, media and communities.
Multicultural arts professional development
Arts development executive
Partners: KAPE Communications, Australian Multicultural Foundation, RMIT University Business
This national arts program is open to leaders from the community and multicultural arts sectors and others working in audience development, community liaison and sponsorship development.
NOISE
Market development section
NOISE is an online youth arts, culture and media showcase. It is an Australian Government initiative. Visit www.noise.net/ for more information.
Test drive the arts
Market development section
Test drive the arts is an initiative to attract new audiences to the arts that was piloted in South Australia and Queensland in 2007-08.