For the next several weeks I'll be sharing some of the ideas that are the core of my upcoming e-book, Authentic Arts Marketing. Even those of you too cheap to buy the book should find these posts helpful.
Just kidding.
Alright, let's get to it.
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Ideas that spread, win.
That's the thought that helped me to see marketing in a different way. When I read it in one of Seth Godin's books, I was forever changed.
Our job is to spread ideas . . . not art.
To understand why that's important it's good to remember what we are up against.
When I talk to art organizations about their competition, then mention other organizations.
That's not really our competition.
Our competition is the status quo.
It's entertainment that is, in many cases . . . cheaper to access, more convienent and easier to customize then what we offer.
When an individual play, or painting, or dance routine goes up against the status quo it typically loses.
There are exceptions to this of course. When a particular piece of art is really exceptional and remarkable it can overcome the status quo through sheer force of creativity.
This is, by definition, a rare thing.
What's more common is very good, even great art, created by very passionate people, that gets washed out by the status quo.
Your art probably need something more. It needs a sense of purpose. It needs to be rooted in a set of core values . . . and it needs to the world to know about that purpose and those values.
That's what authentic arts marketing is all about.
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