2017 was a growing pains year for most of us in the arts. We have seen first hand how the arts are still considered for funding cuts although we have proven that we boost the overall economy. We have also witnessed our human imperfections among our artistically beautiful community.

I believe 2018 is going to take us even further into the current topics of inclusiveness, equality, and overall general advocacy for arts funding. As I mentioned in my last blog post, the arts can do better for setting a good example for the rest of the world. The arts can become a solution to our challenges. The arts can prove beyond a shadow of a doubt that we deserve funding due to all the good we do for our communities and for the collective humanity overall.

In regard to audience building and audience development for monetary support, relationships are going to become even more important. There are so many tricks to marketing, however, it is going to come down to how authentic and organic you are with your relationship building practices.

The world is clamoring for attention. There is so much noise. In 2018 I believe there will be even more noise as a new generation is ready to add their voice to the mix. There will be 5 generations to consider when promoting an event. All of these generations have different styles of obtaining their event information. There is much to consider in gaining a positive position in the promotional race.

The majority of people are purchasing tickets to events online and through their mobile phones. They are looking for fun activities online and through their smartphones. Soon online avenues and smartphones will rule for promotion as well. Are you ready for this new world?

What will not change, and has never changed, is the fact that we as humans still desire the C words of audience development: Connection, Collaboration, Community and Care. We can build programs that help people connect again. We can collaborate even more in new and exciting ways. We can become a part of our communities with arts solutions. We can show we care about our audiences and communities in general and ultimately receive the care back that the arts very much need right now.

2017, in my opinion, was mainly about bringing awareness to all the topics that needed attention and focus. 2018 will be more action oriented. We can all be a part of a bigger movement to solidify the value of the arts for our everyday lives.

My prediction: Through audience development action, 2018 will be a really great year for the arts record books! 

Cheers to happy and loyal audiences in 2018,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists