The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation.
This chapter scans arts marketing developments over the past thirty years to arrive at an examination of authenticity that engages a new individualistic, independent, informed and involved arts consumer who is changing the marketing paradigm. Through examples of theatre and orchestral audiences, a new paradigm of convergence marketing is characterised, and a model for practice proposed.
Field of Research
190404 Drama, Theatre and Performance Studies
Socio Economic Objective
950105 The Performing Arts (incl. Theatre and Dance)
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