First page: 13 Abstract: Arts and the Market, Volume 7, Issue 1, May 2017. Purpose Arts-based cooperations between business and the arts create innovative solutions for companies by introducing artistic practices. Cooperations of this nature are predominantly prepared and implemented by intermediaries who act as 'matchmakers' and bridge the cultural clash. Design/methodology/approach For the present study on the function of such intermediaries, qualitative data material from interviews and case studies on arts-based cooperations was collected and analysed. Findings This paper analyses the results from an institutional economics perspective. By drawing on transaction cost theory and information economics, the findings are transformed into an intermediation theory of arts-based cooperations. The theory postulates that intermediaries are able to reduce transaction costs as well as the risks which are contingent on asymmetric information. Involving an intermediary produces cost advantages compared to direct contact between companies and artists. Originality/value The analysis illuminates an important but heretofor neglected aspect of arts-based initiatives thus providing an indication for their successful implementation. Citation: Arts and the Market PubDate: 2017-04-08T04:09:55Z DOI: 10.1108/AAM-06-2016-0007
First page: 32 Abstract: Arts and the Market, Volume 7, Issue 1, May 2017. Purpose To present a critically reflective account of the process of conducting an impact evaluation of a dance-theatre company’s staged productions and workshops. Design/methodology/approach There are two main approaches: The introspective critical reflection on the process of performing an impact evaluation; and the drawing / colouring methods used to perform it. Findings It is more difficult to provide impact evaluations of the soft rather than hard outcomes of publicly funded performance arts. The engagement of third-party evaluators may help overcome the challenge that many ‘accepted’ approaches are outwith the skill or financial resources of smaller non-profit organisations. Research limitations/implications Although based on a single case, we believe that we evidence how the use of innovative methodologies may be more appropriate to performing arts impact evaluations, even those less familiar to management researchers. Practical implications This paper offers insights into various methods of impact evaluation that may be of use to smaller non-profit arts organisations who may be constrained by limited skills and financial resources. Originality/value This paper provides an original contribution to understanding innovative methodologies to perform arts impact evaluations, particularly those assessing soft outcomes, and a contribution in recognising the role of academic researchers in performing such evaluations. Citation: Arts and the Market PubDate: 2017-04-08T04:09:53Z DOI: 10.1108/AAM-11-2015-0017
First page: 51 Abstract: Arts and the Market, Volume 7, Issue 1, May 2017. Purpose To reflect on the creation of a performing arts archive website, exploring impact in relation to the marketing and promotion of opera and understanding of opera history. Design/methodology/approach Sets out a case study reflection in relation to a social enterprise in the arts.
Findings Confirms that development of a specialist or niche website is a slow process requiring significant effort and resource. Promotion draws on a variety of activities including networking, face to face selling, word of mouth and use of new media. Research limitations/implications Summarises participant experience of launching a hobby website in the cultural sector. Contraints such as patchiness of coverage are noted together with the need for collaboration.
Finally, qualitative examples of impact are identified and discussed to indicate directions for further development and research.
Practical implications A case study offering insights and potential learning points for those considering such projects or in similar positions.
Originality/value The project described is unique yet addresses a research problem noted by many. Highlights some areas for future collaboration and research both nationally and internationally. Citation: Arts and the Market PubDate: 2017-04-08T04:09:52Z DOI: 10.1108/AAM-08-2016-0013
Pages: 65 - 79 Abstract: Arts and the Market, Volume 7, Issue 1, Page 65-79, May 2017. Purpose The purpose of this paper is to demonstrate the usefulness of the “audience exchange” approach for audience development and research, and to highlight the insights offered by peer-to-peer dialogue in understanding experiences of unfamiliar arts. Design/methodology/approach Using a case study with contemporary arts audiences, and setting this in the wider context of studies with other first-time attenders at a range of arts events, the paper explores the use of the “audience exchange” method, in which facilitated conversations after performance events allow newcomers to reflect upon and deepen their first-time encounters with live arts. Findings The study demonstrates the way in which conversations about arts events can enrich audience experience, and shows how participants use exploratory and emotional language to articulate their understanding of unfamiliar arts events. Peer-to-peer learning occurs through these conversations, in ways that could be further supported by arts organisations as a valuable tool for audience development. The audience exchange discussions also reveal the varieties of participation from “drifting” to full attention that are all part of audience engagement. Research limitations/implications This is a small-scale, qualitative study, and the method has potential to be tested in future studies with a greater variety of participants (e.g. younger or more ethnically diverse groups). Practical implications Use of the audience exchange for enriching experiences of first-time attendance could be adopted by arts organisations as a regular part of their audience engagement. Greater understanding of how new audience members draw on prior cultural experiences in finding the language to articulate their first impressions of an unfamiliar arts event could be valuable for targeted marketing and increasing accessibility. Originality/value The originality of this study lies in its elaboration of the audience exchange method, and its focus on the language and peer-to-peer learning evident in the facilitated post-performance discussions. Citation: Arts and the Market PubDate: 2017-05-10T12:14:17Z DOI: 10.1108/AAM-04-2016-0002
First page: 80 Abstract: Arts and the Market, Volume 7, Issue 1, May 2017. Purpose This paper presents the findings from research that explores the business value of a performance arts-based initiative in supporting change management through devising. Devising is a process that encompasses improvisation to generate social interaction within a community of practice.
Design/methodology/approach A novel approach is reported on: a case study that includes interviews with key members of partner organizations, representing a business, a performance producer and a commissioning agency, participant observation of a member of the performance production film, and the devising process. Findings Findings presented highlight phases of the devising process and the engagement with the creative practices employed. Findings highlight that benefits emerge through the reflexive nature of activities during the processes of creating the performance, as well as reflection on the final performance piece. Research limitations/implications Case study research is necessarily a qualitative design that is not generalizable to a broader population. Findings do, however, highlight potentially useful practices that may be further developed for future research. Practical implications Performance arts has pushed previously untested boundaries in employee engagement within the business, resulting in deep understanding between managers and employees on how value may be co-created and redeployed across the business. Originality/value The paper extends the application of improvisation by situating it within the creative practice of devising. This enables performance to be critically examined as an arts based initiative within business contexts. Citation: Arts and the Market PubDate: 2017-04-08T04:09:51Z DOI: 10.1108/AAM-04-2016-0003
First page: 101 Abstract: Arts and the Market, Volume 7, Issue 1, May 2017. Purpose This paper scrutinizes how Miley Cyrus’s brand values are projected through the multimodal semiotic structure of the live performance of the song “Do my thang” (from the Bangerz album [2013]). Design/methodology/approach Sociosemiotic conceptual framework in conjunction with an interpretive videographic method of analysis, facilitated by the multimodal qualitative discourse analytic software Atlas.ti. Findings Four major territories were identified as regards the spectacle’s latent axiology, namely free play, polymorphous sexuality, neo-burlesque and hyperdifferentiation. Practical implications Attending to structural couplings between signs and modes in the context of bespoke artists’ brand languages constitutes a priority for managing an artist as brand, and, concomitantly, for safeguarding relevance for a fandom. A multimodal reading grid is offered to this end. Originality/value From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above the verbal/ visual modes that dominate the advertising/branding literatures. Citation: Arts and the Market PubDate: 2017-04-08T04:09:48Z DOI: 10.1108/AAM-12-2016-0024
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