Who benefits from arts communication, and how?
When looking at the importance and impact of various industries and areas of expertise, the arts are often (mistakenly) viewed as less important than certain other fields, much to the ire of those who work or are involved in the arts. Arts communication, too, has been viewed in the same way, as somehow less important or less deserving of attention. However, we believe that it deserves the same rigour, scrutiny, and analytical framework of any significant communication strategy. Arts communication is much more than arts marketing: it goes beyond box-office goals, ticket sales, and visitor numbers, to engage audiences more meaningfully in worthwhile, consequential communication about the arts. Moreover, the way in which communication about the arts takes place will vary depending on who is communicating.
Arts communication strategies help emerging artists to develop their identities while simultaneously communicating about themselves across formal and informal channels, making the content more interesting and genuine.
Arts communication for emerging artists
Starting out in the arts is challenging enough, but the questions of what to say about yourself, how to say it, and how you feel you ought to say it, can cause some difficulty. Artists who are new to the industry, fresh graduates from arts diplomas or degrees, and young people in higher education in the arts, are often struggling to develop their own identities while talking meaningfully about themselves and their work. While formal communication in education or in grant proposal writing may have its own particular requirements, it isn’t just formal communication that’s difficult. Even informal conversations on social media can make it difficult for new artists to differentiate themselves from others. Arts communication strategies help emerging artists to develop their identities while simultaneously communicating about themselves across formal and informal channels, making the content more interesting and genuine. These strategies also encourage artists to bring their own style and approach to communication within frameworks, in line with the growing attention given to artists’ stage presence and creative voice even in formal educational settings.
Finding fresh or alternative ways to talk about past and future works and practice opens the door to engage with new audiences.
Arts communication for experienced artists
Experienced artists with a strong track record usually see their art evolving over time, but may not have had the time or resources to consider how their communicative styles and approaches should evolve alongside their work. Arts communication strategies give experienced artists the opportunity to revisit, rethink, and reinvigorate their way of talking and thinking about themselves and their work. This does more than create ideas for social media self-expression, but goes deeper, helping experience artists understand their own work, step back and look at their impact, and highlight their strengths. Beyond this, finding fresh or alternative ways to talk about their past and future works and practice opens the door to engage with new audiences.
Arts communication for arts managers or marketing managers
Many people who are in arts management or arts marketing get into the field because of a genuine interest in the arts, so they are well-positioned to use arts communication strategies to find accessible entry points for their audiences. These strategies provide useful and pragmatic frameworks for communication strategies, and help arts managers move from sales-driven tactics to opportunities for long-term engagement and education. Educated audiences are valuable. They become advocates and amplify messages. Audience engagement is therefore a vital aspect of arts communication strategies for long-term success.
As in any other field, communicating about the arts requires a particular approach, taking into account the nature of the art and artists, the profile of the audience, and the platform where the communication is taking place. Taking a strategic approach to arts communication is a way to reinvigorate the arts scene, engage with audiences, and foster artistic growth and development.
