DEVELOPING THE YOUTH AS ARTS AUDIENCES, Part 3

This is the third and final 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.

What challenges do we face in audience development? 

First, there is the question of the here and now.  Undoubtedly, we must fill our spaces –whether they be theaters or galleries -- now, and we must ensure that we will have audiences in the future.  

According to former CCP President Nestor O. Jardin, short term strategies that could be employed to ensure our audiences for today will have to be directed primarily at addressing such limiting factors as lack of awareness, pricing, competition, scheduling, accessibility, environment for the delivery of programs and programming. 

Necessarily, we will have to focus on the youth whose minds arestill impressionable and whose preferences are just being formed.

           

In order to do this, we must first ensure that the quality of our productions and offerings is maintained at the highest possible artistic standards of excellence.  Fundamental to excellence is artistic integrity, whereby the artist, true to the principles and philosophy that she and her company stand for, create and perform works that communicate through mastery of form and technique. A piece that does not connect or communicate with the public has failed in its intent, its essence and its craft.

           

Second, arts education is undoubtedly a necessary-long term solution to building our future audiences. Only by developing greater awareness, understanding and apprecaition of the performing arts will be assured that the younger generation will be present in our performances in the future.

           

As Mr. Jardin states it, the bottom line as far as long-term audience development for the arts is concerned is being able to answer the simple question, “ Are our products relevant or useful to our audiences?”

           

Many of our problems can be addressed by creative marketing solutions, but we must not be shortsighted. We must also look into the future and educate our youth on the beauty and value of art.  This is a responsibility we cannot ignore.

Some quotes:

“The richer one’s art education, the greater one’s participation in the arts.”

           

“It is the love and appreciation for the art itself and arts’sustaining, nurturing, fulfilling, and satisfying qualities that bring people back time after time and make the arts a necessary part of people’s lives.”

           

And from Confucius: “I hear and I forget.  I listen and I remember.  I do and I understand.”