The industry of the vast minorities

Image taken from the website The Long Tail.

In the morning of the 17^th of November I changed my plans and went to Centro Cultural de Belém for two reasons: the puzzling title of the international symposium organized by the Lisbon Estoril Film Festival, Art vs.Culture and Cultural Industries; and the fact that writer Hanif Kureishi was going to participate in the first panel discussion.

It ended up being a frustrating experience. I tried hard to understand how what the majority of the speakers was saying was actually related to the symposium´s theme, which I had found so intriguing. In the end, it actually felt like I had attended a private conversation that would have taken place anyway, no matter what the title of the symposium was. Rancière, Benjamin, Adorno and Horkheimer and others were quoted more than once and it was obvious that some of the panelists were actually having a good time among themselves, while I was trying to control my frustration and the feeling that I had wasted my morning.

I ended up leaving without understanding the “Art vs. Culture” statement, but I do think I understood one thing: some of the panelists were actually regretting the fact that the “industry” dominates creativity, leaving no space for less ‘popular’ or less ‘mainstream’ works to get to be known (and maybe... become as ‘popular’ or as ‘commercial’ as others?). There were moments where the actual complaint didn´t seem to be that they were left with no space to be, but that the ‘industry’ didn´t allow them to have an equally wide audience. Rather confusing, no?

I thought it odd that this could be an issue today. And I also thought that, if this is actually what was meant to be discussed under the title “Art vs. Culture and Cultural Industries”, the panel should have included a couple of speakers that could have brought the average age of the panelists a bit below 65 (Hanif Kureishi did actually try to recentre the debate, mentioning what he´s been noticing among his children and their friends, confident that these times are extremely creative, thanks also to new technologies, but noone followed the lead, so he gave up and, visibly irritated, concentrated on his cell phone...).

I also think that these are very creative times, especially in what concerns niche products. A creativity without boundaries, that can be conceived, produced and distributed without being dependent on the rules of the ‘industry’. Or... which actually has got space thanks to the ‘industry’. Considering the specific case of books (all panelists were writers or scriptwriters), Chris Anderson´s The Long Tail: Why the future of business is selling less of more  tells us of the numbers of books that would have never sold a copy in a normal bookshop (no space to store hundreds and hundreds of books that would sell small quantities), but which actually sell thanks to Amazon and it´s suggestions (“people who bought this, also bought this”...) and the fact that it can ship any book, as it doesn´t have to store it until it´s ordered. Nowadays, books can also be printed on demand, can be made available on the internet, can reach the most distant places (and let´s not forget e-books).

This is also the time where young talents in music upload their work on the internet for anyone who might be interested, making themselves known through “liking” and “sharing”; this is the time where concerts ae organised in people´s living rooms; where film festivals take place on You Tube.

I know this is a much larger issue and that it wouldn´t be possible to tackle here all different aspects of it. But I was wondering, is anyone denied space these days? Isn´t it true that niches are not given but actually create their own space? Could this all be more of a question of who we really try to connect with? ‘Popular’ products (I use the term to refer to sales, not content) probably still need the ‘industry’ and large formal cultural institutions for their distribution, but niche products (which might one day become ‘popular’) seem to be able to live quite independently these days, happy to be who they are. Could it be so?

More readings

A década em que todos puderam ser famosos para 15 pessoas (special report by Público newspaper, 8.01.2010)

Culture and Class (John Holden, 2010)

Still on this blog

La crise oblige? (ii) Programming challenges
The long tail

Guest post: "What kind of old do you want to be?", by Rebecca McLaughlin (Ireland)

The world population is getting older and older. And the Irish Prime Minister´ambition is for his country to be the best small country in the world in which to grow old with dignity and respect. Rebecca McLaughlin, another of my colleagues at the Kennedy Center, is the coordinator of Bealtaine, an arts festival which for the last 17 years old has been examining the role of creativity as we age. Bealtaine hosts a month long programme every May, with over 3000 events, inviting older people to engage with arts and cultural activity as audience, artist, critic and participant. And thus, the conversation Rebecca and I didn´t manage to have last July is now starting on this blog. mv

Bealtaine Festival Launch 2010. Mary Russell from the "Blow the Dust" orchestra (Photo: John Ohle)

What kind of old do you want to be? What kind of society do you want to grow older in? Do you want to continue being creative and enjoy Arts and Cultural activities in your 50’s, 70’s, 90’s? Do you think age is a barrier to creativity?

The Bealtaine Festival is the world’s first festival which celebrates creativity as we age. It takes place every May all across Ireland.  Co-ordinating ‘Bealtaine’ which is now Ireland’s biggest collaborative arts festival, these are questions that come up regularly.  If we are lucky, each of us will enjoy becoming older and continue to live and experience those activities and  life-affirming opportunities which Arts and Culture provide within our communities.

The Bealtaine Festival reaches tens of thousands of people aged 55+ every year, encouraging participation in the Arts as artists, participants, audience and organisers. Through partner organisations ranging from national cultural institutions to libraries, from care settings to hospitals, older people take part in over 3000 events during May including music, theatre, craft, photography, film and literature. ‘Bealtaine’ is the Irish word for May with all its associations with growth, re-birth and new beginnings.

Undeniably, whether you are 5 or 105, access to the arts is a question of equity and citizenship – it is a right, not a privilege.  We know from 17 years’ experience of the Bealtaine Festival celebrating creativity as we age that, amongst other things, greater participation in the arts is important in the development of positive self image and identity for older people. Significantly, it can help build connections and promote social capital.

Ireland is at the forefront internationally of championing creativity as we age and currently nearly 12% of our population is over 65 (over half a million people). By 2041, the number of people aged over 65 is expected to increase by 180% (to 1.3 million). Our Taoiseach (Prime Minister) has outlined the ambition to make Ireland the best small country in the world in which to grow old with dignity and respect.

‘Old’ is a word many struggle with. In our experience if you ask someone what they consider ‘old’, they will invariably say an age 10 years older than themselves! At the festival, we have become more comfortable talking about the process of ageing rather than ‘old’ as some kind of destination at the end of a journey. It is impossible to place people aged 55-105 into one ‘old’ homogenous category. One of the things the festival aims to do is to challenge those stereotypes and negative perceptions about becoming older. We focus on the abilities of older people and embrace their value and contribution to society.

Working on the "Wandering Methods" project during Bealtaine Festival 2012. (Photo: Lian Bell)

With each Bealtaine Festival, we are inspired and delighted by the creative talents rediscovered or new skills learnt by our audiences and by the passion to make art, which for certain generations of Irish people was simply not part of their formal education or world. For our Bealtaine organisers, May has become embedded as part of their annual cultural calendar as a time to focus on their offering to older people. For many of them, ‘Older people’ has become more than an abstract concept and over time sustainable activities and ongoing relationships have developed between cultural institutions and older audiences on many levels e.g. a permanent older people’s orchestra ‘Blow the Dust Off your Trumpet’ based at the National Concert Hall in Dublin emerged out of an original Bealtaine Festival project in 2010. 

The demographic trends are clear- more than one fifth of the world’s population (22%) will be over 60 years of age by 2050 – double the current population. In the USA older people will outnumber children in ten years time and one in three babies born today may expect to live to 100 years. With many of us struggling for new audiences and juggling challenging economics, it is worth considering that the 50+ age group have 80% of the wealth in the US and 75% in the EU.

As societies, radical thinking is called for across the whole range of public policy issues from jobs and health to pensions. How should we address this ageing demographic challenge? How can we remain responsive to the needs and changing requirements of our older population? The ageing of the population and particularly the growing numbers amongst the oldest old has many age-related implications (e.g. increase in incidence of dementia) which calls for innovative and sensitive responses to be inclusive of this population.  As Arts Managers and Curators, we need to reflect the lives of our ageing population and remain relevant to them.  If we are not already doing so, then we should start investing in access and participative opportunities to engage and build relationships with our older audiences.  We occupy a unique position in shaping this future, one day, you and I will be part of these older audiences. 

So, with this in mind......"What kind of old do you want to be?!"

Rebecca McLaughlin has co-ordinated and developed the Bealtaine Festival, Ireland's largest collaborative Arts Festival which celebrates creativity as we age, for the last 5 years. Previously, she was Exhibitions Curator for the temporary exhibitions programme at Dublin City Gallery The Hugh Lane, home to one of Ireland's premiere collections of modern and contemporary art and the unique re-constructed studio of artist Francis Bacon. In the UK, Rebecca was Marketing Manager for the launch of The New Art Gallery Walsall, a pioneering £21 million new gallery space in the West Midlands, home to the UK's first Children's Art Discovery Gallery. She is a graduate of University College Dublin and University of Leicester, UK and is an International Fellow of the DeVos Institute of Arts Management at The Kennedy Centre, Washington DC.

The "culture fiction" lobby

Fernando Birri (Photo taken from www.extracine.com)

I am involved in a european project called CETAID – Community Exhibitions as Tools for Adult Individual Development. It brings together partners from four european countries: Hungary, Great Britain, Italy and Portugal. Last month the partners met for the first time in Manchester and London. In three days of intense meetings and exchange of experiences and ideas it once again became obvious how big the distance between actual practices and concerns in Great Britain and the rest of the countries is. Quite often in meetings like these I see expressions of frustration or despair on people´s faces, accompanied some times by comments of self-mockery or self-pity. For our British colleagues, our realities were theirs 10 or 20 years ago (in some cases, maybe even more...). What we are desperately still aiming to achieve, they did it long ago. They´ve already evaluated it, criticised it, took it further forward.

Question nr. 1: What is the point of bringing together realities which are so far apart? What is the point of putting around the same table institutions and professionals with different visions, different priorities or different means?

In a second meeting with the Polish colleague I mentioned in a previous post, we had a long discussion on issues that seem to be common in our countries: a rather short vision in the cultural sector (or total lack of it in certain cases), lack of trained professionals (especially in what concerns management), lack of space to discuss new ideas and approaches, when most people feel the need to launch fireworks just because things happen, without considering how they should have happened and how their future can and should be planned (it´s very much worth reading Ines Fialho Brandão´s opinion text on the announcement of the creation of a new municipal museum in the portuguese town of Peniche; and, once again, it was incredible to see, in the Facebook discussion that followed, how willing – maybe needy too? – people are to launch fireworks just because a municipality had this ‘noble’ idea).

Question nr.2: Do culture professionals who think differently have a place or any impact at all in a sector that seems to be still quite conservative, quite amateur, determined to avoid evaluation, and rather more concerned with guarantees of personal/professional wellbeing rather than serving the purposes of the cultural institutions they work for? 

I´ve given a lot of thought to both questions. And I think they are related too.

Uruguayan writer Eduardo Galeano tells the story of a lecture he and his friend Fernando Birri, the argentinian film director, once gave in a university. Apparently, when asked by a student “What´s utopia for?”, Birri answered: “Utopia is in the horizon... I know very well that I will never reach it... But that´s what utopia is for: to keep walking.”

Realities that are far different, far better or far away from our own are that kind of utopia that makes us keep walking. They inspire us, they make us want to be better, they help us dream. It´s true that when I was younger I got frustrated for not reaching them, or for not reaching them fast enough. What I appreciate now when I encounter them is the comfort of knowing they are there, they exist, someone else did make them happen, we can get there too.

There are occasions when what was a utopia the day before becomes a reality the day after. In order to come true, these ‘utopias’ do need people who think differently, who have a vision, who are persistant, hard working and also good at what they´re doing. It might take ages before some actual change happens, but these people can and do have an impact. They can´t do it alone though, especially when they are young, little known in their field, not in a position to take or influence decisions. Thus, they need to identify their peers (and by ‘peers’ I don´t mean people who necessarily think the same, I mean people who are open-minded, open to dialogue, who want to do better and more); they need to create their own space, their own platforms of expression and debate, so that their voice can be heard (and nowadays “liked” and widely “shared”); they need to support each other in order to avoid exclusion and isolation; thus, the “culture fiction" lobby is born.

Guest post: "A question of value", by Rebecca Lamoin (Australia)

A few weeks ago, in my post On public value, I mentioned that Kennedy Center fellow Rebecca Lamoin, from  the Queensland Performing Arts Centre, was organizing a two-day forum on the public value of cultural institutions. In preparation of this project, Rebecca asked arts managers three really crucial questions: "What is the most important thing your organisation delivers to your community? Why do your communities love you? What people in your city would miss if your organisation wasn’t there anymore?". As promised at the time, Rebecca is now giving us some feedback on how the forum went. Let´s not forget that this is only the beginning of the project, so we´ll also be curious to know how it develops in the next months and what the final outcome is, so I am sure we´ll be hearing from Rebecca again. mv

In whose interest? ABC Radio National panel discussion with, from left to right, Rhonda White (QPAC Board Member), Mark Moore (Harvard University), Julianne Schultz (Griffith University) and Paul Barclay (Host, Big Ideas, ABC Radio National). Photo: QPAC

In the introduction to On Kissing, Tickling and Being Bored, Adam Phillips refers to psychoanalysis as a story, or a way of telling stories, that makes people feel better. In making such a statement, Mr Phillips demonstrates his able skills as both a psychotherapist and lauded master of language.  He reminds us that one of the key aims of engaging in storytelling is to make people feel better – about themselves, about others and the world. It strikes me that this is also a key ambition of art.

As arts managers we too seek out stories as a way to cast different light and shadow on people, places and ideas. In developing a recent project, it occured to me that the ability to create a solid and captivating narrative is a skill required of us not only in curating programs for our audiences, but in communicating the fundamental purpose of the organisations we work for.

The public value project

The public value project, although not poetically titled, is nonetheless intended to illuminate the key points in a narrative about a major performing arts centre and its interconnectedness with the communities it serves.

The Queensland Performing Arts Centre (QPAC) is one of Australia’s leading cultural institutions and over its 27 year history has served the people of Queensland, the country’s second largest state. QPAC attracted more than one million visitors in the last year and presented more than 1400 performances that spanned comedy, dance, music, musicals, drama and more. It is financially stable, growing in reputation and capacity. By almost any measure, and certainly the ones applied to it, it is a successful centre. In asking ourselves the question “What comes next?”, in the knowledge that growth doesn’t simply mean expansion, we cast our collective attention backwards to reflect on our mission, our core purpose. What is it exactly that we want to be, what is the story, the overarching narrative of our Centre?

  
We have constructed a year long project with the principal purpose of shaping a shared story about who we are that doffs its hat to our many past achievements and sets up the coming decade. We have relied significantly on the work of a leading figure in the field of public management, Harvard Professor Mark H Moore. His seminal book Creating Public Value: Strategic Management in Government impacted on public policy discourse around the world in the mid-90s. Professor Moore’s concept of public is simultaneously simple and complex and I do it no justice by summarising it here, but I offer this: private companies exist to create shareholder value, public organisations exist to create public value. The questions of what constitutes public value and who gets to decide what it is, is where the nuance begins. In essence, he proposes that public organisations create value when they fulfil the social ambitions contained in their missions.

Professor Mark H. Moore

Last week QPAC was fortunate to have Professor Moore spend two days with us discussing what this concept means for a publicly owned performing arts centre. This is not unusual territory for Professor Moore. He spent several years on a work commissioned by Arts Midwest and the Wallace Foundation that looked at how 13 state arts agencies in the United States created public value (see here).

Professor Moore delivered a public keynote address, participated in a national radio discussion and facilitated workshops with our Board and staff that sought to offer a broad introduction to issues and practice relating to public value and to support QPAC in moving forward. Details of his sessions can be found here.

Free public lecture by Mark H. Moore on public value. (Photo: QPAC)

Outcomes

More than 400 people turned out to hear Professor Moore’s introductory lecture. They represented government, business, education, non-profits, and arts organisations large and small. For QPAC, we wanted to share this incredible thinker during his brief time with us; for the rest of the city it was an opportunity to give voice and space to a subject that is clearly timely, relevant and perhaps offers a way to navigate some of the complexities of contemporary public leadership.    

In his time with the QPAC Board and staff, Professor Moore’s expertise and questioning was both provocative and comforting. He challenged us to consider what we are, what those who give us authority want us to be and what we have the capacity to deliver. As an arts organisation, we considered the territory between our accomplishments – great programs, large audiences and financial success – and genuine achievement in creating a better and more engaged citizenry through art.

What next?

QPAC’s public value project continues in coming months with discussion deepening within the organisation and expanding to include rich dialogue with our partners, colleagues and communities. Our thinking and learning will be woven into our next planning cycle and will certainly be evident in all that we do going forward.

In the next phase of the project we face the challenge of defining exactly what kind of value we seek to create and of course the inevitable challenge of how we will measure it. It is a challenge we look forward to tackling.

Large organisations that are created to serve a public almost always benefit from moments of honest reflection undertaken with a genuine desire to be better at what they do. If at our core we are about facilitating ways for people to share stories then perhaps the most significant outcome of Professor Moore’s visit and our ongoing work is that we too will find new ways, our own way to tell the story of how we work with the communities we serve to create public value through art.


Rebecca Lamoin is the Associate Director, Strategy at the Queensland Performing Arts Centre in Brisbane, Australia. She has worked in large and small arts organizations in a variety of roles across multiple art forms, including performing arts, visual arts, literature and festivals. She has a Bachelor of Arts (Journalism) and a Master of Arts in Cultural Policy. She is an International Fellow of the DeVos Institute of Arts Management at the Kennedy Center for the Performing Arts in Washington DC.

What - or who - is the barrier?

Mertola Castle (Photo: Fátima Alves)

A family arrives at the foot of Mertola Castle. They have four children. The mobility of one of them, a 10/11-year-old boy, is quite conditioned. One of his brothers picks up the stroller and runs to the top of the steps that lead to the entrance of the castle. The mother supports her son from the arm and they slowly start going up. Half-way, she suggests they took a rest. The boy prefers to continue. He´s making an enormous effort to place his foot on the next step; he´s tired and his foot is trembling. I don´t want to overtake them; I follow them, I go along with their rhythm. Once at the top of the steps, the boy finally takes a rest. His mother moves on a bit, trying to evaluate the difficulty of the rest of the way.

I witnessed this ‘ascend to the castle’ at the end of a week where I attended two meetings on museums and accessibility: the annual seminar of GAM –Group for Access to Museums, entitled Programming for Diversity, and the 1st Crossborder Encounter of Museum Professionals in Alcoutim.  A few days before GAM´s seminar, I had met with a Polish colleague who asked me: “What do you expect of these meetings?”.

Among museum professionals, accessibility is more and more of an issue. And the concept of ‘accessibility’ constantly grows and widens. It´s not only about being concerned and also obliged to attend to the needs of people with disabilities (physical and cognitive), but to a wide spectrum of intellectual, social and cultural needs of all citizens. It´s also about managing and being able to take advantage of people´s growing wish and need to be involved in the process of decision-making, so that they may feel represented in the final products museums propose to their audiences (my presentation on this subject in Alcoutim is available on the right-hand column).

I am writing this text approximately one week after and I realize that the issues that marked me the most in these two meetings and which made me think more were all related to mentality, our mentality, that of museum professionals.

Fernando António Baptista Pereira, a professor at the School of Fine Arts and curator of a number of exhibitions presented in Portugal and abroad, was the keynote speaker at GAM´s annual seminar. When asked which was his best and worst exhibition, he didn´t hesitate to admit that his worst exhibitions, although extremely beautiful, were those he had done for his peers, those which were not done with the general public in mind. Hearing this from someone who has curated and will curate in the future exhibitions which attract large numbers of visitors is a sign of hope. And just like Fernando António Baptista Pereira, there are surely more professionals in this field (curators and museum directors) who, even though they don´t say it, they know it is so. So, one wonders when we can expect to see in portuguese museums, especially national (public) museums, exhibitions which may be understood by the non-specialists who visit them and form the majority of visitors. When can we expect to see exhibitions which may be a source of new knowledge, true pleasure and discovery, instead of being a means of communication and dialogue among the ‘initiated’ few, while a source of frustration for the rest?

In Alcoutim, we had the opportunity to hear Maribel Rodriguez Achutégui talking about “Writing exhibition texts for all audiences”, which reminded us that it is possible, yes, to write for all, without making it sound childish, without vulgarizing, without compromising the scientific accuracy of the information we present. And to some of us, this brought back memories of GAM´s first annual seminar, back in 2006, “Do you know how to write for all? The accessibility of written communication in museums”, which was marked by two very special speakers: the late Helen Coxall (a museum language consultant – yes, the specialization exists, just like there exists extensive bibliography on this issue, part of it available on GAM´s website) and Julia Cassim (a designer associated to the Helen Hamlyn Centre for Inclusive Design). Later in that same year, Helen Coxall did a memorable workshop, Am I Communicating? Writing effective museum texts, organized by GAM at the Calouste Gulbenkian Foundation. What has been the impact of these initiatives in Portugal? Those working in education services frequently complain that it is very difficult to convince museum directors and curators of the need to write texts in a more accessible language (not just exhibition texts, but texts for all sorts of supporting materials museums produce in order to communicate with people) – I can think of some exceptions, though, like the texts of the exhibition on automobiles at the Transport and Communications Museum in Porto or those at the Batalha Community Museum, to mention just two. One wonders, why is it so difficult to convince them? Have they never heard their visitors´s complaints? Or they don´t mind about them?

Another brilliant and very ‘educational’ presentation was that of graphic designer Filipe Trigo, who brought to us a number of examples we have all encountered during our visits to museums and exhibitions: books on the wall, small font size, labels which are hidden or placed too low or too high, constrasts that make reading impossible, a total anarchy in the presentation of contents (placed wherever it might be more convenient, without any logic), inadequate lighting. This presentation deserves to be seen by curators and museum directors, as well as graphic designers, as there doesn´t seem to exist consensus as to who imposes solutions on whom. There is distrust, though, and maybe also a somehow vague definition of the role of each one and, between the two, that of the museologist and/or education and communications staff. Woudln´t it make sense that each one was heard in the area of his/her speciality, with the final aim of offering visitors a better service?

Today I would be able to give a better answer to my Polish colleague´s question “What do you expect of these encounters?”. I expect that next time there is a meeting to discuss accessibility (any kind of accessibility) there are more museum directors, curators, architects and designers in the audience. This does not concern just the education staff. I would even say that it concerns more and more those who make the final decisions. What is the point of raising awareness among and giving technical preparation in museum studies courses to future museum professionals, who only in 20-30 years from now will be in a position to make decisions, if in the next 20-30 years they will be encountering the greatest barrier of all inside museums themselves? If these meetings go on being an opportunity for those already aware to get together and agree between themselves, their impact will continue being limited, almost inexistant. There is a need to make commitments and not just politically correct statements. There is also an obligation to abide by the law. And it has to be now, not in 20/30-years time. It doesn´t cost anything (and it doesn´t cost more...).

Videos

Joaquina Bobes, Textos expositivos y visitantes: ¿hablamos el mismo idioma? (with english translation from minute 14´35´´)

Julia Cassim, Inclusive design

Guest post: "Festivals, the new face of Zimbabwe", by Nicholas Moyo

It´s always a great pleasure having a conversation with Nicholas Moyo. Not only because of his sense of humour, but mainly because of his wisdom and experience, his calm and balanced way of analyzing the realities around him, his belief in a better future. In this post he writes about the proliferation of arts festivals in Zimbabwe and the efforts of the National Arts Council to create some guidelines in order to ensure that all arts festivals are held in accordance with the country’s aspirations as far as the development of the creative industries is concerned. mv

Intwasa Arts Festival (Photo taken from www.intwasa.org) 

The establishment of Arts Festivals in Zimbabwe has been in the past decade the in-thing for the exhibition of arts and culture products in the Southern African country. As much as people can agree on what a festival is, in Zimbabwe an arts-related festival is projected as a platform for the celebration of the arts, where artistes and cultural practitioners come together for a specific period to showcase their products in a carnivalesque and celebratory mood.

The above definition holds because festivals are, in general, a time for celebration and enjoyment. It is an event usually and ordinarily staged by communities focusing on some unique aspects of that group of people. As far as the arts and culture sector is concerned, each festival is moulded around a particular group of people. These then make the nucleus of the market or audiences thereof.

Current scenario

There are just about twenty five festivals in Zimbabwe: six international, eight national, six provincial and five district festivals. Most of these festivals started in the last decade, when the generality of the political landscape was on a meltdown, especially the economy.

Within the said period, Zimbabwe witnessed a proliferation of arts festivals, being hosted country-wide. Admittedly, some of the these were established to deal with issues related to human rights. Others were hosted by fly-by-night festival organisers out to fleece funds from the ‘easy to appease’ donors. This scenario resulted in the National Arts Council of Zimbabwe starting a consultation with the sector, crafting some general guidelines for all arts festivals to be held in the country. The guidelines were meant to ensure that all arts festivals are held in tandem with the country’s aspirations as far as the development of the creative industries is concerned.

Harare International Festival of the Arts (Photo taken from www.hifa.co.zw)

Successes

Festivals are in general a massive platform created for the establishment of a transaction between audiences and the organisers through the trading of art. Firstly, all festivals have been recording a steady increase of audiences every year. There is a growing market and a new relationship between this market and the creative sector. Audiences are beginning to exchange their time and monetary resources for good art.

Secondly, art creators have found it important and necessary to create new and exciting ‘good art’, while producers, directors and artists have begun to up the game because of the competitive nature of the creative industry. Festival organisers are contracting new productions mostly from reputable producers, as these tend to attract more people to specific productions.

Harare International Festival of the Arts (Photo taken from www.hifa.co.zw)

Challenges

The creative industries have had a fair share of market challenges. Top of the list is failure to attract meaningful partnerships that will either render financial support to the festival or underwrite even in kind some of its components. Some festival organisers are not well skilled to scout and sign-in partners, leading to failure to lock-in regular dates on the calendar. Thus, one tends to see festivals having to cancel dates they could only go ahead with only if they could get a last-minute funder.

Sponsors, especially from the corporate sector, have not been forthcoming generally for the support of the arts. Festivals are not an exception. Some, like the Harare International Festival for the Arts (HIFA), have created business synergies with the Corporates. One is tempted to say that the economic challenges Zimbabwe is facing as a nation have a bearing on the money circulating for the purpose of entertainment. The disposable income of Zimbabwe’s workforce is below the poverty line, and, therefore, this on its own has a global effect on people´s buying or spending patterns.

Intwasa Arts Festival (Photo taken from www.intwasa.org)

In conclusion, festivals in Zimbabwe are a necessary good in the development of the creative industries in the country. With the different thrust by different festivals, it is evident that these are carefully designed to target particular consumers for specific artistic products. However, the festivals need to be re-engineered as business enterprises for the creative products. The growth of festivals in Zimbabwe will also ensure that the arts are undoubtedly seen as a contributor to the GDP of the Southern African country Zimbabwe.

Nicholas Moyo is currently the Deputy Director at the National Arts Council of Zimbabwe. He has substantial experience in arts management - as a director, producer and administrator. He has also participated in various arts training programs and short courses, including script writing, arts management, leadership, directing, and fundraising. He has expertise in leadership, team building and management, program management, project planning and management, financial management, strategic planning and review. He founded the fast growing and second largest multi-disciplinary festival in Zimbabwe, Intwasa Arts Festival koBulawayo, and currently sits on the Board of Trustees. He is also a Board Member of Tusanani Cover Trust, a welfare support organization for underprivileged children. Nicholas Moyo was one of the consultants for the first arts and culture festival of Zambia, the AMAKA Arts Festival, which took place from 8 to 14 of October.

Naked men, sex, condoms, orgasms. Interested?

Greece. No special warnings required. (Photo: mdtili on Instagram)

So many 'keywords' in just one title... I wonder, will this post be read by more people than usual precisely because of its title or the photos that illustrate it? It´s quite possible, yes. Most of us cannot resist titles or images like these and the ‘promise’ behind them. Sex attracts; nudity does too.

Cultural institutions – well, the people working in them – are equally attracted to these subjects and sometimes they are actually willing to work on them, looking for the most imaginative associations. Who would have ever expected to find an exhibition on “love and passion on the coast” at a Fisheries Museum in a small coastal village in Belgium? It was called Zeerotica and it presented mermaids, mythological sea monsters and their intimate lives; seafood aphrodisiacs and the lovelife of fishermen; erotic images of more than a century of life at the beach.

The curator of Zeerotica said in an interview that, despite what people might have expected, this was not an obscene exhibition, it was, actually an exhibition for the whole family. There are different ways of handling these subjects, as all others, as there are different interpretations of what might be obscene or shocking or pornographic. Apart from the curatorial decisions, one must also consider marketing options. And culture marketeers, just like everyone else, cannot resist the temptation of using (or even ‘abusing’) certain subjects in order to attract more or new audiences.

Two upcoming cultural events were news recently. Both will open this week. Both deal with spicy issues. Both have designed provocative marketing campaigns. But, the more I think about it and read people´s comments, the more I feel there is a fundamental difference in their approach. Which will probably also be reflected on the outcomes.

"Mr.Big" by Ilse Haider, at the entrance of the Leopold Museum. (Photo taken from Delirium Clemens:)

The exhibition Nude Men opens next Friday, the 19^th, at the Leopold Museum in Vienna. One reads in the museum´s website: “Previous exhibitions on the theme of nudity have mostly been limited to female nudes. With the presentation ‘naked men’ in the autumn of 2012 the Leopold Museum will be showing a long overdue exhibition on the diverse and changing depictions of naked men from 1800 to the present.” At the museum entrance, “Mr. Big”, a male nude model by Ilse Haider, attracts attention and publicizes the exhibition. It´s not a painting, it´s a photo; so it´s more ‘real’, not simply ‘art’, if you know what I mean... Across the city of Vienna, people may see two different posters: one rather ‘traditional’ – showing Egon Schiele´s "Preacher" – and another one, less ‘traditional’, the work of  French artists Pierre & Gille, entitled “Vive la France” (again, a photo...).

Posters of the Nude Men exhibition (Images kindly made available by the Leopold Museum) 

I followed the discussion on the museum´s page on Facebook regarding this latter poster. People were able to vote on the version they liked best. The museum was actually forced to present a censured version of the various options (due to Facebook rules that led to the elimination a number of posts), but they were promising their fans that all would be ‘out in the open’ both in the streets and in the actual exhibition. There didn´t seem to be any other concern here, everybody seeming to be in a good mood and looking forward to the exhibition. Once the posters were out in the streets, according to the Lepold Museum Head of PR, Klaus Pokorny, people did start complaining, especially parents who didn´t like to see the poster next to their children´s schools. Last Thursday, the museum put once again the poster on Facebook (the special Facebook version), not just to defend their option, but rather inviting people to talk about it: “Regarding our exhibition, we are showing naked men... Nothing more, nothing less. We are now discussing if we should have covered the sensitive parts, just like here on Facebook. Is the depiction of a penis something absurd for our society?”. It didn´t take long for people to react and, once again, the dialogue was quite open and good humoured and concentrating on the actual issue, which was: is it not OK to show something like this in a public space?

Censored version of the Nude Men poster on Facebook.

Two days before the opening of Nude Men, on the 17^th of October, Don Giovanni premieres at the English National Opera. I´ve found out about it after receiving in my news feed, among hundreds of other articles, one entitled Opera and orgasms (I couldn´t resist...) And it was not so much about Don Giovanni, as about the poster: an open condom wrapper next to the words "Don Giovanni. Coming Soon."

(Image taken from LATimes).

According to a ENO spokeswoman who talked to the Evening Standard, “the theatre wanted a smart and catchy ad-campaign for the opera. We came up with this idea which we think is brilliant, funny and captures the idea of Don Giovanni in a witty way”. They don´t convince me. I think it´s a poor idea, even a lazy idea, probably aiming at shocking and nothing more. And this actually seems to be a general line in the way the ENO is trying to approach ‘new’ audiences: they try to necessarily make it sound sexy. An iniatiative that aims to bring new people in is  actually called Undress for the Opera... There is a very passionate video with director Terry Gilliam telling us why opera is fascinating, but was that (deceptive) title really necessary? When all they actually want to say is “This might interest you. We have some cheap tickets here for you to try it out. By the way, come dressed as you like” (actually, a lady commented in a newspaper that for her teenage daughters going to the opera for the first time was an excuse to dress up...).

Going back to the Don Giovanni campaign, reactions on Facebook, although not coming for the campaign´s target audience (where is it actually? do they know about it? have they seen the video? do they realise it´s for them?...), show that some of ENO´s actual fans also feel that this is just talking and trying to sound forcibly sexy. They even think that people already come to the opera dressed as they please. Other people seem to find it funny. On Facebook, the ENO has answered its critics saying that “Overall we've had a very positive response to the Don Giovanni ad campaign, with most people seeing the funny side and agreeing with us that the ads capture Don Giovanni in a witty manner.”  It does sound a bit like an ‘official’ response.

In my view, the difference between the two campaigns is that, although both aim to reach larger and maybe even ‘new’ audiences through popular and sexy subjects, the Leopold Museum tries to be rich and creative in its approach, while the ENO makes it look and sound banal and lazy. And I believe that this will actually influence the outcome. Maybe not... I am sure that after the openings there will be more discussion, both in the press and on Facebook, hopefully including the views of those who are actually targeted with these campaigns. In case there is no other form of summative evaluation carried out by the promoters, it will certainly be interesting to follow these informal discussions.

Special thanks to:

Klaus Pokorny, Head of PR at Leopold Museum, for kindly sending me the posters and answering my questions;

Inês Fialho Brandão, for bringing Zeerotica to my attention;

Spyros Gryllakis, for his help with the german translations.