A note from the editors: why arts communication matters

There comes a point, after having multiple conversations about something you feel strongly about, that you feel the need to take action about it. That’s how this arts communication project got started. Having been closely involved in the arts in one way or the other for a significant portion of our lives, we know that artists become artists because they feel they have something important to say, and that the art form becomes a vehicle for this expression. And we know how vital the arts are to individual and collective expressions of identity in any culture. But we’re also sharply aware that the relevance of the arts is often overlooked — which is why arts communication is so important.

Who we are, and why we’re doing this

In 2019, our many conversations about how to talk about the relevance of the arts started to take shape in a more structured form. We’d worked together in the nonprofit arts space. We were working together in the communications space. So arts communication strategies were the logical next step. We began researching this area, especially in Singapore and Southeast Asia, building on the work we had already done and developing new frameworks and methods.

The pandemic and the arts

When the arts industry was dealt a devastating blow in early 2020 due to the coronavirus pandemic, it became clearer than ever that the arts needed more advocacy and widespread engagement.

In Singapore, where we are based, a local survey revealed that many people considered artists one of the least essential groups of workers. This led to widespread backlash in the arts community. To the everyday person, though, it seemed that the arts weren’t important in a time when panic buying and healthcare were foremost on people’s minds. This is a valid point. And yet, many of us got through lockdowns thanks to artists — we watched TV shows and movies, we listened to music. Many arts organisations began making more of their productions available online to stream for free. These are the products of artists: writers, actors, directors, composers, visual artists, filmmakers, producers. In many places, people kept their spirits up by singing from their balconies. In a crisis that struck at what it meant to be human, the arts helped maintain our connection to the world, kept us entertained, and made us laugh. It offered us relief, and sometimes even escape, from a dire situation that was impacting people around the world and disrupting everything we knew.

So why the disconnect?

Spaces where arts ‘insiders’ talk about the arts run the risk of becoming echo chambers, preaching to the converted when it comes to the significance and value of the arts to ‘outsiders’ or the general public. Many people within the arts space worry that this sort of communication requires a ‘dumbing down’, an oversimplification of what they do and why they do it. But it doesn’t have to be that way. Some even go too far in the opposite way, discussing art in such abstract, high-brow tones that it becomes inaccessible to many, and may even alienate the very people they need to reach.

Artists, arts managers, and arts students can learn to communicate in a way that makes their messages relevant to audiences while maintaining the integrity of what they’re saying. The arts communication strategies we will be discussing on this blog will help arts ‘insiders’ reach audiences and convey their intentions, ideas, and interpretations with greater effectiveness.

We are also aiming for arts communication that goes beyond selling. While packaging the arts with a certain lifestyle or a pleasant night out can help make arts experiences more relevant, it is necessary to spark deeper engagement. Because when a nice night out isn’t possible, or when galleries are closed, we run the risk that the arts will cease to be relevant. At its core, relevance is based on meaning, and meaning is determined by value. As with any relationship, the extent to which values are shared will play a large part in determining the quality of that relationship.

What we’ve done so far, and the path ahead

So far, we’ve conducted free arts communication courses online, and shared resources that help artists to formulate their strategy for communication during and beyond the pandemic. While the pandemic revealed these issues in a more painful and acute way, communicating about the value of the arts has been a long-standing challenge for many artists and arts organisations. This blog is a continuation of these resources.

“You are as good as your communication. Those in the arts industry who have chosen to move on this and go down this path stand to benefit from more effective and engaging communication strategies.” James Félix

“A lot of arts communication discussions, whether in our courses or outside of them, raise more questions. This is a long-term, evolving project that’s worth pursuing.” Deepa Vijayan