You Can’t Tell A Lot About The Value Of Art Based On The Audience With Which It Is Associated

by:

Joe Patti

If you have been following my posts closely for the last couple months, you know the topic of the prescriptive value of the arts to fix various problems has been on my mind lately. Often we see people argue about how the arts stimulate the economy, help students do better in school or contribute to a reduction in crime.

It wasn’t until I was looking back at some old entries that I was reminded of a less frequently discussed measure of success — are the right people being served.

Back in 2008 I wrote about a speech given by Frank Furedi where he criticized the apparent perception that a performance wasn’t successful unless it was attended by the right demographics.

[Britian Cultural Minister Margaret] Hodge had nothing to say about the musical experience of listening to performances at The Proms. Instead she focused entirely on the audience. She observed that ‘the audiences for many of our greatest cultural events – I’m thinking in particular of The Proms – is still a long way from demonstrating that people from different backgrounds feel at ease in being part of this’. In essence, she was arguing that one should judge the merits of a concert on the basis of who’s in the audience.

…For Hodge, and other supporters of the politicisation of culture, the value of classical music is called into question by the fact that apparently the ‘wrong’ people listen to it. ‘The main problem with classical music is its audience’, wrote Sean O’Hagan in the Observer. That’s another way of saying that because its audience is predominantly middle class, classical music is an unreliable instrument for promoting social cohesion and community regeneration.

I am not arguing that there shouldn’t be more opportunities for a wider demographic range of performers and artists. Nor am I suggesting potential audiences should learn to appreciate the standard cultural expressions of the country in which they live.

I feel a lot of progress has been made, especially in the last year, in terms of calling attention the narrow choices that are being made in casting and programming. That shouldn’t be impeded or reversed. There is still a lot of stubborn inertia to overcome.

However, in the process of expanding opportunities, it will be easy to judge something as less valuable because it doesn’t resonate with the correct audiences.

It is just as bad to say Western classical music is less valuable than a Taiko drumming performance because it won’t attract as many Japanese audience members that your funders desire as it is to decide to cast Scarlett Johansson as The Major in The Ghost in the Shell movie because she is more marketable than a Japanese actor.

As Furedi suggests, the view that a work by a Western artist won’t resonate with someone who doesn’t come from a Western background does a disservice to them and underestimates their capacities. (As is the assumption that Westerners won’t enjoy something that isn’t from the Western canon.) Just because someone is thrilled by an experience that tells them more about themselves doesn’t mean they can’t appreciate an experience that has more relevance to another than them.

Yes, steps need to be taken to make audiences more demographically diverse. Judging the worth of a work based on whether it helps you achieve that diversity is misdirected.

Value Of The Arts At Most Intrinsic-It Fixes You For You, Not For Other People

by:

Joe Patti

I am traveling to the Art Midwest Conference today where I will first take a seminar about using Google Analytics which Drew McManus promises will be akin to a heroic journey. Since I have intentionally opted not to fly through Chicago O’Hare this time around, hopefully his seminar will be the only heroic saga I undertake.

As always when I travel, I have dug back into the archives a little for some posts. Back in 2008 I wrote about a column on the value of the arts that Robert Fulford wrote.

Last month I wrote about how it was inadvisable in the long term to talk about the instrumental value of the arts in terms of education and economy. Fulford notes that the “makes you a better human being” argument is equally fraught with peril.

The arts won’t make you virtuous and they won’t make you smart, but they are nevertheless my faith, firmly installed in the part of me where some people put religion.

Great art, alas, has sometimes been loved by monsters, famously the Nazis. George Steiner, the eminent critic, delivers the bad news: “We know that a man can play Bach and Schubert and go to his day’s work at Auschwitz in the morning.”

[…]

On a more trivial level, we also can’t claim that immersion in the arts will create a lively mind. Art education has produced armies of learned bores. I knew a man who had Shakespeare, Verdi, Beethoven and the rest of the gang played at him by the greatest performers of his time, night after night for a lifetime. Did no good. He remained gloomy, narrow and hopelessly addicted to conventional wisdom. He was like the oaf in Love’s Labour’s Lost who has “never fed of the dainties that are bred in a book, so his intellect is not replenished….”

Fulford says the value of the arts is what you, as the individual gets out of it. Presumably while the arts didn’t improve his gloomy friend for others around him, his friend found some value to himself in it. Right there is probably the value of the arts at it’s most intrinsic.

What, then, does it guarantee? Those who give it their time and love are offered the chance to live more expansive, more enjoyable and deeper lives.

[…]

The arts also let us live, imaginatively, within the world where they are produced. They give us an alternative human narrative — and perhaps that’s their most generous gift to us. History as seen through the arts doesn’t portray demagogues and soldiers as the greatest figures. It’s a history where delicate, fascinating traditions are handed down the generations, developed, subverted, forgotten and rediscovered, all within a drama that makes reality created by politicians seem pale and predictable.

No Creativity Please, We’re Southern

by:

Joe Patti

You may have read about the surprising results of a National Endowment for the Arts survey on creativity that found a stark demarcation in creative activity that mirrored the traditional free and slave states.

As much as I might like to be smug about how these results confirm a belief in the superiority of the Northern denizens over the uninspired South, I really wonder how accurate this data is. Assuming the method of data collection isn’t flawed, I have a nagging suspicion that the findings may reflect a reluctance to self-identify as a creative person.

I have mentioned before how Jamie Bennett of ArtPlace America has suggested people have an easier time viewing themselves as an athlete on the continuum with Tiger Woods and Serena Williams than as an artist.

The reason why I suspected this might be a factor for this survey is because the responses from Hawaii in the personally performing or creating category was so low (34.8%) relative to the rest of the country. While I may have had difficulty selling tickets to some events while I worked there, the ratio of people I saw participating in some form of creative expression was the highest of any place I have lived.

If you were in a room with 10 people and asked who played ‘ukulele, danced hula or created lei, you wouldn’t have difficulty getting half to raise their hands. If you added participating in other cultural practices like Chinese, Japanese, Filipino music and dance, you would probably add two or three more people.  In many cases, you would probably see hands raised multiple times.

Every weekend from Memorial Day to Labor Day there is at least one Obon Festival celebration on O’ahu, an event involving singing, music, dancing and crafts. There are multiple hula festivals, including the highly competitive Merrie Monarch. Choral music has a strong following. The Kamehameha Schools Song Contest, like Merrie Monarch, is highly competitive, heavily attended and televised across the state.

I suspect that because many respondents may not have had formal training and only fool around for friends and family, especially with ‘ukulele, they didn’t consider themselves as practitioners. Or perhaps they danced or played for decades as kids, but didn’t do it as much now so they don’t consider that as a valid part of their identity. Or because participation of the types I have described is so common it isn’t considered noteworthy.

If you were in my hypothetical room with 10 people, you would probably have to probe a bit and qualify what activities met your definition to get all 7 or 8 people to raise their hands.

While I don’t think every state south of latitude 36°30’ has the range of participation equivalent to that of Hawaii, I think there is likely a disconnect between how the NEA defined creative expression and how the respondents defined it. Participation rates may still be less than those north of that latitude, but they would probably be higher than these results indicate.

The truth may be that social and cultural factors are dissuading people south of that point from self-identifying as being creative and similar factors may be causing some people north of that line to apply a more flexible standard than the NEA intended. A map reflecting the true composition might be much more mottled.

Can You Deliver On The Promise of Clean Restrooms?

by:

Joe Patti

Yesterday evening I was hanging out at the local coffee house participating in a send off of an artist who has been creating murals for a public art project in the city for over 20 years now.

I got to talking to the owner of the coffee house about his management philosophy. Which, when it comes to employees, can be pretty much summarized as, cultivate the good workers and cut loose the deadwood.

He pays his employees a decent wage and involves them in as many aspects of the business as they are comfortable or interested. For example, when considering any potential new menu items, everyone participates in the preparation and pricing to make sure it makes sense in terms of the time and resources it requires.

Sometimes I don’t agree with his choices, but he always good at explaining his rationale to customers. I was on hand when a woman suggested they have loyalty punch cards like other coffee houses and he laid out the alternative approach he had chosen that provides value to the customer.

As closing time approached, the gathering adjourned to the patio so the employees could go home. I made a trip to the restroom and was confronted by this sign.

deserve restroom

When I mentioned the sign to the owner, he said it was there more for the employees than the customers. It communicated the standard of cleanliness they were expected to maintain because god help them if he got a call.

I thought it was pretty damn audacious. It doesn’t just say contact the manager if the restroom isn’t clean. It tells the customer they DESERVE a clean restroom and promises they will get it.

Question to ask yourself: Does your organization operate at a level that you can promises this standard of service?

This isn’t a literal promise about clean restrooms, it has figurative implications about the service you should expect to receive during every interaction while you are on the premises. It plays into the adage about being able to judge the cleanliness of the kitchen from the state of the restrooms, but goes beyond that.

Even with only a handful of customer contact points, it takes a lot of effort and attention to achieve this standard. If you really sit down and make a list, there are more contact points with customers than you think.

Can you tell your customers, figurative clean restrooms are hard to find, but they deserve them, and then deliver on that promise? It is pretty daunting.