The Audience Experience

The performing arts around the world need to develop their audiences, and arts marketing in the current mode has a limited ability to help. This book provides guidance about understanding and researching your audience. The book provides international best-practice case studies of projects that emplo [...]
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The performing arts around the world need to develop their audiences, and arts marketing in the current mode has a limited ability to help. This book provides guidance about understanding and researching your audience. The book provides international best-practice case studies of projects that employ innovative methods to build knowledge of their audience. The collection presents internationally renowned scholars' current research on contemporary practices, framed by newly emerging theory. "The Audience Experience" identifies a momentous change in what it means to be part of an audience for a live arts performance. Together, new communication technologies and new kinds of audiences have transformed the expectations of performance, and "The Audience Experience" explores key trends in the contemporary presentation of performing arts. The book also presents case studies of audience engagement and methodology, reviewing both conventional and innovative ways of collecting and using audience feedback data.Directed to performing arts companies, sponsors, stakeholders, and scholars, this collection of essays moves beyond the conventional arts marketing paradigm to offer new knowledge about how audiences experience the performing arts.