DEVELOPING THE YOUTH AS ARTS AUDIENCES, Part 2

This is the second part of an article based on a Keynote Address I delivered during the First General Assembly of the Association of Cultural Offices of Philippine Educational Institutions (ACOPEI). Comments are welcome.

How do we develop the youth as arts audiences?

First, let us take a look at a typical ladder of attendance. 
           
An arts audience begins by first becoming aware of the arts and arts activities.  This may lead him to bea part of an arts activity on a trial basis. Thereafter, he may consider re-attendance in similar activities, until he or she becomes a regular user or attender.
           
This being the case, a formula for developing life-long learning through arts participation may be done through a basic audience development process, as below:
1.     POINT OF ENTRY - Introducing new people to the organization or arts activity for the first time at the place through the most accessible aesthetically or geographically, the most familiar or least intimidating.
2.     FIRST STAGE COMMITMENT – encouraging them to participate in the various stepping-stones activities.
3.     INTERMEDIATE STAGES OF COMMITMENT –larger expressions of commitment
4.     FULL COMMITMENT – participation in all the activities of the organization, including its most adventurous work.

How then do we plan and implement audience development projects?

Here are what may be considered as the basic steps:
1.     Choosing who to work with -  audience development is about enhancing and broadening specific individuals’ experiences of the arts.
2.     Collecting information about your target group – to overcome the barriers that stop people from attending the arts, you need to know who they are and what information they need.
3.     Making use of the information.
4.     Choosing the arts event -  likely to interest the target group and overcome the barriers which currently stop them from attending.
5.     Planning the project.
6.     Consultation -  with colleagues, counterparts in other organizations, and people with relevant expertise.
7.     Implementing the project.
8.     Sustaining the relationship.
9.     Evaluating the project.

In the implementation of audience development projects, here are some possible ways of enhancing an audience’s experiences in the arts:
1.     Pre-performance lectures
2.     Post-performance discussions
3.     Demonstrations / Lecture-demonstrations
4.     Classes with artists for beginning,intermediate or advanced students
5.     In-service training for teachers
6.     Mini-performances
7.     Open rehearsals
8.     Workshops for students and people without experience
9.     Radio and television interviews
10.    Discussion forums  and/or panel discussions
11.    Visual arts exhibits
12.    Program / Learning guides
13.    Newsletters
14.    Libraries (books on particular genres)
15.    Staff members participation


 (TO BE CONTINUED)
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