Push or pull?

5 Jun 2014

PhD candidate Maree Stanley examines the Arts for all Queenslanders strategy consultation theme of ‘up-skilling’  to develop commercial and entrepreneurial capacity…

Strengthening commercial and entrepreneurial capacities within the arts and cultural sector may mean developing skills so that the sector is able to respond to both the ‘pull’ of demand by the community as well as the ‘push’ of new creative ideas and products.

My survey of the Arts for all Queenslanders strategy consultation data is part of a project which seeks to understand the training needs of the arts and cultural sector to inform ongoing planning.  A theme from the data is the need to develop marketing skills.

What are some of the skills needed for successful marketing?  How does marketing intersect with the development of a demand orientated arts and cultural sector?

Entrepreneurial and commercial skills are critical to developing a sustainable cultural environment to support the goal of arts for all Queenslanders. Commercial approaches were described in the Arts for All Queenslanders strategy discussion paper as a focus on buying and selling arts activities with a view to making a profit.  Profit may advantage individuals, support business growth or benefit the wider community depending on where it is reinvested.   There are a range of skills and knowledge required to establish a business and as the business develops, the application of these skills shift and change. Businesses are dynamic, requiring response to internal and external ideas, pressures and opportunities.

It would be good to probe a little into the issue of marketing skills.  Is the Queensland arts and culture sector referring to the push of goods/services/entertainment or does marketing refer to a much broader aim of not only ensuring that patrons are aware of one’s artistic endeavor but that the arts and cultural sector is  aware and responsive to community demand?   ‘Demand driven’ means understanding customers in communities and paying attention to the channels that move products and services to these markets.  For an example of assessing demand see Andy Grodecki ‘s blog on Simple and effective audience surveying.   Demand driven responds to the ‘pull’ of demand rather than the ’push’ of supply.   A balance is needed between push and pull; Stephen Clark prefers ‘demand orientation’ arguing that the arts and culture sector cannot operate purely within a demand and supply philosophy, see Demand is not a dirty word.

‘Entrepreneurial’ was described as organising and managing an enterprise or enterprises with considerable initiative and risk.  Some survey participants expressed concern with the shift towards an entrepreneurial arts and cultural sector as risk to the creativity of artists, “if artists are continually asked to justify how their projects are entrepreneurial, this could start to skew the kinds of project artists seek to make”.

The balance between push and pull is required to develop commercial capacity and also to ensure the arts and cultural sector is not only reflective but also provocative.  I am interested in your ideas about what the sector needs to strengthen entrepreneurial and commercial approaches and how you know and respond to arts and cultural demand.  Leave a comment.
 
Maree Stanley

Maree Stanley is currently working on a PhD thesis at the University of Queensland and undertaking a project with Arts Queensland as part of the Queensland Government’s Pilot PhD Employment Experience Program.  Prior to this she has worked across various sectors. After completing a Degree in Social Services externally through Southern Cross University while working full time within the private sector, she moved into teaching at The Canberra Institute of Technology, completing a tertiary teaching qualification with Canberra University.  Moving to Queensland nearly ten years ago, she first completed a Masters in Governance and Public Policy while teaching at the University.  Working with The Centre for the Government of Queensland on an oral history project, she accepted a scholarship for PhD studies.  Her PhD which is due to be completed in 2014 examines the development of social housing policy in Queensland. 

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