As we at the day job proceed with the marketing of our next production, I must admit that I am pretty excited.
I'm excited not just about the show but because of the new marketing tactics we plan on executing. A bit more online advertising, using street team marketing and a few other things designed to move this 50+ year old institution forward.
I was sharing my excitement with a colleague. She mentioned that she would love to try a few of the things we are doing at her place, but instead her leaders seem stuck in the old school mentality that the only way to see art is by buying mass medium ads (i.e. newspaper ads, radio)
"This sucks" she told me "Why do the artists get to have all the fun?"
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One of the sad side effects of the seperation of "art" and "business" is that it creates the impression that only artistic people are supposed to be creative.
The truth is that fundraising, marketing, administration, et. al are fields that require a high degree of creativity and innovation if they are going to be done well.
So when administrators are stopped from trying new ideas, it has the same impact as when an artist's creative freedom is limited . . . it holds the entire organization back.
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