AusLeisure

A newly released study that while audience profiles remain white, middle-class and middle-aged, most of Australia’s arts and cultural organisations have done little to broaden and diversify their audience base in recent years.

The joint study led by Deakin University found that more than half surveyed had made few or no changes to attract people of different cultures, ages, geographic locations and gender identities.

The study found that the recovery from Covid-19 may have narrowed the demographic even .

Of the 184 Australian cultural organisations surveyed, and 1,011 individual responses from those working within arts organisations, more than half the respondents conceded they had made little or no changes to their programming or outreach programs to attract audiences from different cultures, age groups, geographic locations and gender identities.

In general, arts festivals, museums and galleries, opera companies and orchestras appeared the most resistant to identifying new target audiences and adjusting programming to attract them. The study did not identify which specific organisations.

The Sydney Opera House, Australia’s flagship state theatre and dance companies, arts festivals and a range of state and national museums and galleries, along with many smaller regional organisations, were captured in the research.

Led by the Deakin University Professor of Arts and Cultural Management, Hilary Glow, the research concluded that when it came to programming performances and exhibitions with the potential to capture new audiences, 55% of organisations fell into the ‘avoider’ category - that is, ignoring or resisting change and prioritising their existing audiences to the exclusion of other potential audiences.

Explaining that while most organisations recognised the need to broaden their audience base to capture more diverse populations, Professor Glow stated that for many it was a case of “talking the talk but not walking the walk”.

She advised “they are internally focused conversations.

“If an organisation is really going to take audience diversity seriously, they’re going to have to stop having fascinating conversations in their boardrooms and start bringing an external focus into the organisation.”

A recent trawl of major arts organisation boards conducted by the Guardian Australia found that although gender parity was evident across most, the more traditional art forms such as opera and orchestras still had boards made up overwhelmingly of white men.

However, a number of flagship organisations have set up First Nations advisory boards, including the National Gallery of Australia, Queensland Art Gallery and Gallery of Modern Art and the Art Gallery of New South Wales.

Earlier this year the Melbourne Theatre Company became the first major performing arts organisation to form a dedicated a group of artists diverse in culture and age to act as an advisory council to those making the programming decisions.

Professor Glow added “one of the tasks that organisations absolutely have to commit to, if they’re going to diversify their audiences, is to diversify their workforce.

“Positions across an arts organisation need to be diverse themselves. But that is not the only thing that needs to happen. There’s no evidence to suggest that by simply putting someone from a minority or diverse background in any kind of leadership position it’s instantly going to lead to new audiences.”

Academics from Edith Cowan University and the UK’s University of Sheffield, and the Australia Council Board member and theatre and festival director Wesley Enoch, also contributed to the research.

The second phase of the project will see 11 selected organisations, including the Sydney Opera House, the Sydney Theatre Company, Melbourne’s Rising festival and the Adelaide Festival Centre, work with a panel of change experts to develop a range of resources to attract new audiences.

Click here to read Deakin University's Audience Diversification blog.

Related Articles

19th July 2023 - Western Australian sports and arts sectors receive $22 million each from Lotterywest

18th July 2023 - Australian Performing Arts Exchange heads to Cairns

14th July 2023 - Adelaide Guitar Festival to impress audiences with an array of international and local performances

7th July 2023 - NSW Government looks for input in developing new policy for arts, culture and creative industries

30th June 2023 - Creative Partnerships survey shows declining private sector support for arts organisations

29th June 2023 - New Summit launched to tackle global challenges of culture and heritage in tourism

17th June 2023 - Live Performance Australia welcomes passage of Creative Australia legislation

1st June 2023 - Economic uncertainty impacts ability of families and younger audiences to spend on arts and culture

30th December 2022 - Deakin University acknowledged as global leader in sport research and education

4th August 2022 - Second action plan of Queensland Government’s Creative Together roadmap will guide arts sector and audiences

30th June 2022 - Deakin University study suggests new approaches needed for on employee wellbeing

7th February 2022 - Audience Republic launches partnership with Moshtix

22nd September 2021 - Audience Republic partners with Ticketbooth giving event organisers access to marketing tools

21st July 2020 - One in four audience members have returned to cultural attractions and events

31st July 2018 - Cinema audiences struggles as moviegoers turn to online content

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.