When I tell people I currently work as a non-profit arts marketer, they often jump to conclusions about my work. These misconceptions frequently revolve around what I do and where I want to go in my future career.
Ask any arts marketing manager and they’ll know what I’m talking about when I share some of the common myths we run into about our industry.
It’s always fun and easy
Explaining my field and background typically leads to most people responding, “FUN!” Arts marketing can be rewarding but it is not always fun nor is it simple. Making art relatable and approachable is no easy task. It’s very complex navigating audiences’ fears that they simply won’t “get it” and reassuring them that they will understand the art.
Arts marketing managers know that finding ways to tell the story of a complicated modern art piece or an avant garde theatre production is not straight-forward, easy, or enjoyable. Throw in artists’ contracts, potential union rules and regulations, and legal concerns like ownership and copyright and the fun and easy path quickly becomes a very complicated journey. The fact that the arts is one of the top three industries with workers looking to leave shows that this industry is anything but easy.
Fundraising is the only priority
One thing I regularly experience when people want to know more about what it’s like to be an arts marketing manager is that we’re only focused on increasing donations or not making money at all. The constant perception of starving artists appears to apply to both those that create the work and those that connect the creators with their audiences.
Although I want audiences to engage with art, I also know that tickets and merchandise need to be sold to make sure the artists are compensated and keep the venue doors open. In order to do this, an equal balance of donations and ticket sales must be met to ensure that your company isn’t dependent on one type of financial resource. And as economists William J. Baumol and William G. Bowen point out, the costs to produce art continue to rise which is why you need to raise donations and sell tickets to cover the expenses.
Yes, art and creativity can exist outside of traditional concert halls, movie theaters, and museums, but as an arts marketer, it's my responsibility to connect artists with audiences so their work can continue. In order to do that, I need to drive both revenue from ticket sales and fundraising campaigns to make sure artists are paid fairly and have a place to share their work with the public.
Marketing for the arts only applies to the arts
Lessons I learn and skills I gain marketing for the arts are not strictly limited to cultural organizations. During my sports marketing course, I found a great deal of crossover with these industries. The arts is a fast-paced environment where programs and events can change at any moment if an understudy replaces the lead actor or if unexpected damage in a gallery space delays an exhibition. Much of my work in the arts is done with small, but scrappy teams that work closely and collaborate to tie together visuals, videos, copywriting, and much more to launch major campaigns. All of the skills are applicable and transferable to other fields outside of the arts.
When I look for ideas to inspire my marketing content, I also look at what other companies are doing in other industries. I take time to follow CPGs on Instagram and check out sports teams’ TikTok accounts to see how their approach might work for my strategy. Looking through content featuring the benefits a healthy food product provides or a behind-the-scenes moment with an athlete can translate to showing audiences the value art adds to their lives and how they can get to know the artists with personalized content.
Marketing for the arts is not a completely different concept marketing for other fields. And, having worked in the arts for a number of years doesn’t mean I only want to work in this field. As a marketer, I’m always looking for new ways to branch out and see what I can learn from different industries to fine tune my skills and see possibilities from a new perspective.
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Cover image by Hermann on Pixabay