Reach your Audience: The Smart Way

"Work smart, not hard" a boss once said to me. And this has been good advice. This advice is very relevant to the current situation, regarding the creative industries: particularly the performing arts. The industry is struggling to survive the current shutdown during the COVID 19 pandemic, and the hard way to survive, would be:

- continue campaigning for government support

- rely on charitable donations

- wait until 2021, when audiences can return in full

Unfortunately, as well intentioned as this is; the hard way is not the best option. If arts centres and theatres stay closed until next year, many may never reopen, and thousands of people's jobs are being lost in the meantime. Arts professionals - both performers and creatives - have already been unable to work for months. To ask them to wait for a year, could be devastating: for their careers, and for their wellbeing. And as welcome as they are; charity and government support, will not be enough to cover both venue overheads, and salaries, after the furlough scheme ends. Fortunately, there is another way. 

For too long, investors and politicians alike, have dismissed the arts industry in particular, as being unable to sustain itself, and therefore, not economically viable in the long run. The perception of creative professions - at least here in the UK - has not been as a choice of career. Indeed, at the time of writing, a number of students have changed to study for other industries, because they do not see a future in the arts professions. But there is a way, I believe, we can change this.  

The smart way, would be to ensure another income stream, to keep both arts professionals, and their venues going, while they await the return of full audiences. Digital streaming is that option. 

Arts Centres could use the following business model as part of the New Normal:

- hold an event with a socially distanced audience, and

- live stream to audience members at home (ie pensioners who have been advised to shield themselves etc).

VR streaming could also be considered, as an option to earn money, while arts professionals are forced to work remotely.  

Digital streaming would guarantee a secondary income for venues; as audiences would have the option of attending in person; and watching the event from home. Professional sports, (such as UFC, Boxing, and the English Premier League), have been doing this for years. And at the time of writing, most major arts organisations such as the Royal Opera House, and the National Theatre, are following suit, with their own love streamed events. 

But digital streaming should be far more than a one off measure to keep revenue flowing in. Now, in the 21st Century, audience members as consumers, expect to be able to download and view content on their smartphones, tablets and digital devices. Creative industries as a whole, should update their services to cater for this demand. Digital streaming should be the norm, at every artistic venue; and an option for every freelance artist. 

It is true that streaming brings with it, a new set of complications. Copy right laws, for example, restrict the filming and distribution of booked shows, here in the UK. But rights holders themselves, are aware of the changed world we now live in. As business people, I believe they understand that they will have to change their rules, in order to ensure the industry's (and with it, their revenue's) survival. That is why it will be essential, for producers and campaigners to negotiate a new deal with them.

The proceeds of the live streaming could be agreed upon, and divided between the following parties:

- The Performers  

- The Venue

- The Union

- The Rights Holders

- The Insurance Company

This would give each party a clear incentive to support it.

There is the logistical cost to consider as well. According to one statistic by a campaigner on Facebook; one performance alone, needed over 20,000 viewers to cover its overheads. Whether or not this is correct; cost effectiveness is certainly an issue. That is why each venue's sales and marketing team would need to make sure their streamed performance were clearly communicated to their patrons, and artists fanbases. And also in its favour: let us remember the need to guarantee employment to the technicians, stage hands and other support staff behind the scenes; a feat that could be achieved, with regular streamed performances.

While digital streaming will be a seismic shift for the arts industry, I believe it will offer the industry, access to a clear source of revenue; similar to professional sports, which have been able to sustain their industry in this way, for many years. Not only would digital streaming ensure the survival of the creative industries; it would play a vital part in their recovery. 

Let's do things the smart way.

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