Who goes there? National multicultural arts audience case studies

Our cultural diversity has gained increasing relevance for arts and cultural organisations both as a management and marketing issue. Who goes there? National multicultural arts audience case studies provides the first national market research into audiences for multicultural arts product undertaken in Australia.

This report examines three programs over the periods 2001-2003: Carnivale Multicultural Arts Festival, NSW; para//elo contemporary performance group, SA; and kultour, a national multicultural art touring network initiated in 2002 by the Australia Council for the Arts.

Who goes there? examines patterns emerging from audience surveys, focus groups, observation and key stake holder interviews between June 2002 and April 2003.

The patterns emerging in the case studies suggest that, like all arts and entertainment programs, multicultural ones are dependent on relevance, skill and production values. Cultural diversity adds value in a world of product and brand clutter.