Fractured Knowledge

by:

Joe Patti

A nod of appreciation to Stanlyn Brevé at the National Performance Network for noting that Fractured Atlas is continuing in the practice of being a irreplaceable resource for artists by offering online classes.

A couple weeks ago, Fractured Atlas Founder, Adam Huttler announced the opening of Fractured U. as a source of information for artists.

For the last year we’ve been quietly putting together an online curriculum in arts management aimed squarely at artists who are working outside the mainstream establishment and trying to make things happen on their own terms. The initial roster of classes provides introductions to fundraising, marketing, and professional identity. The course list is short for the moment, but we’ll be expanding it steadily over time.

Fractured U. is free and open to the public, although you’ll need to be a Fractured Atlas member to participate in discussion forums or take quizzes.

A lot of the information seems elementary to me — which is good because I went to school learn this stuff! But it also seems to be a fairly complete and clearly explained basic set of information. If you don’t have a clue about marketing or are intimidated by the concept, their information is a good place to start.

I am always happy to promote Fractured Atlas because I am grateful I am in a position where I don’t have to avail myself of their services. I am fortunate enough to have insurance coverage and a job, etc, but there are plenty of folks I know who don’t and I often point them to Fractured Atlas. They are big advocates for equitable treatment for artists with housing, healthcare and in other areas that impact artists.

PURLs of Wisdom

by:

Joe Patti

I have been aware of the emergence of new technologies that are allowing companies to offer an experience that is tailored specifically to an individual for awhile now. For the most part though, it has been on the edge of my awareness until this week when I got smacked square in the face with it.

I received an email with a link to a survey for the conference I recently attended and I was warned not to forward the link to anyone else because it was keyed specifically to my email address. I don’t think it was associated directly with me since I had to fill name fields. If it was associated with my identity, that was pretty annoying to have to fill out my name and organization info.

Today I received an email from an artist agent that contained a Personalized URL that took me to a webpage listing all the artists the agent had suggested might be appropriate for my venue. The page contained little modules with photos and information about the artist and links to additional materials. The information was specific to me and didn’t include any extraneous information about other performers that might overload me with too much information and cause me to close the page.

I have heard of some arts organizations using personal URLs to provide ticket buyers with directions to the theatre from their homes and other helpful information. It is clear though that the potential hasn’t been plumbed yet.

As exciting as it might be to think about adopting these technologies as tools for your organization, in keeping with my philosophy that not all new stuff is appropriate for everyone, I want to point out why. First of all is the need to have someone creating and monitoring the basic content that is offered with these links. Even with the help afforded you by the companies who offer Personal URL service, doing something like this is going to consume time, personnel and resources.

Another problem with these services is that knowing your activity is being tracked can be a little off putting. I can’t answer the survey anonymously because it is linked to me. While it might take some digging to find out who I am, the survey could have been easily set up so that it was directly associated with my identity rather than my email.

The personal URL offers even less anonymity. It would take the agent almost no effort at all to see how many times I visited the page he set up for me and which artists I clicked through to the most times. Even if I shared the link with other people, it is most likely going to be those associated with my organization in the course of soliciting opinions about artists. When making a follow up call the agent will have a good idea which performers to steer the conversation toward based on the number of visits made to each page.

The other problem with personal URLs is that they can provide too narrow a selection of information. With my special link to a listing of 10 performers, I don’t have a lot of motivation to look at the other people the agent represents. Of course, I would have probably given the full website a cursory glance anyway given the number of people the company represents. If the agent has gauged my organization correctly with the questions he asked, he has probably improved my chances of contracting one of his performers by isolating these 10 from the masses.

Of course, not all uses of personal URLs will yield secret information about the user. Visits to the directions link may merely tell you that your patron loses directions a lot. Or it could indicate that they are not sure of where they are going which may inspire a phone call to check if they need any additional information. One of those cases where having insight into your audience’s need can be helpful or a little creepily intrusive.

So, as I have advocated before– When implementing the newest trends, procedures, technologies, etc., think about whether it really is appropriate for your organization and audience and how it might be received/perceived. This includes thinking carefully about how you integrate the use of these trends and tools in your operations. As I noted, it is one thing to call someone up asking if they need any additional information and another to mention that you noticed they were clicking on the directions section of their personal URL a lot this past week.

New Metrics To Damn Ourselves With

by:

Joe Patti

I haven’t had a chance to read through the report WolfBrown put together for the Major University Presenters on Assessing the Intrinsic Impacts of a Live Performance but I did just finish listening to the audio recording of the presentation on the work that Alan Brown and Jennifer Novak did at the Arts Presenters conference.

What was most interesting to me about the study they did was their ambition in collecting information about audience experiences. They randomly surveyed people during the period between the time they arrived and the start of the show about their readiness to receive the performance they were about to see and then asked the same people to take home a survey and return it within 24 hours.

I hope to address the study in more detail in another entry. I wanted to address the comments one of respondents on the session panel had about the study. Artist agent and APAP Board President Lisa Booth had mixed feeling about the report. She was happy that there was a measure of success being developed that didn’t evaluate an artist on the number of bodies he/she attracted to the venue but rather on impacts in other areas.

On the other hand, she worried that some presenters might use the report to justify serving only a small group rather than the larger community. Providing experiences of high intrinsic value for 10 people is anti-ethical to most arts organization’s purpose.

And while she was glad that there was a new metric of success being developed that wasn’t based in dollars or butts in seats, she was also concerned that in the eagerness to justify the value of the arts in some quantifiable way, the arts community was trying to measure what can not be measured.

This last bit was very interesting to me because Lisa Booth seemed to recognize the inevitable if these measures became widely used. If foundations and governments start basing their funding on the intrinsic value a performance has for a community, arts organizations will probably try to measure everything imaginable to show all the levels on which a performance meets funding agendas. Just as the arts aren’t well served by showing economic impact, they probably will be equally ill-advised to create numeric values for changes in things like self-actualization, captivation, social comfort level and questions raised.

As it was at least one person in the room at this convention of presenters, agents and artists had nagging doubts about the value of art in today’s society. One of the questions submitted to the moderators on an index card that was read but left unanswered was “What is the value of these impacts in a world with global warming and war?” The fact that the moderator choose to read the question as he announced time was up rather than ignoring it entirely is an acknowledgment that questions about our priorities as a society are ever present.

There is no short simple answer for the question but I offer this- After September 11, 2001 people were saying there would be no more comedy or laughter ever again. When I heard that I knew with 100% certainty that it was wrong and that even with the destruction of the Twin Towers hovering in our consciousness, recovery would come sooner than people expected. I had been through enough tragedy and grave problems in my life that I knew people couldn’t exist in with the absence of artistic expression in some form. My current concern isn’t that the arts will disappear. It is that I have no idea what media/channel/form it will best express itself in the future.

Management Students Got Skills. You Better Recognize That Fact

by:

Joe Patti

One of the things I hate most about attending conferences is that the sessions I want to see most seem to always be scheduled at the same time. One of the tough choices I made was between a session on Emerging Leaders and one on the career opportunities for Arts Management program graduates. I attended the latter hoping to purchase the audio of the other session only to discover it wasn’t recorded due to a mix up about what hotel it was occurring at.

The session on career opportunities for arts managers was lead by Andrew Taylor of the Bolz School, Irene Conley, Chair of Performing Arts Management at the Hartt School and a gentleman whose name I neglected to note.

The discussion wasn’t so much about the job market that will greet arts managers as it was about the skillsets arts managers will need to possess.

Conley mentioned the importance of problem solving, resourcefulness, critical thinking skills and good communication skills. One of the things she requires her students to do is make four new contacts each week as a networking exercise forcing them to do enough background research on people that they can answer questions about each person.

As part of the classroom experience, she emphasizes the process of group work as well as the end product. She has the students evaluate what they did as a member of the team since that is the dynamic they need to operate within in a job environment.

She works to make sure the internship opportunities her students avail themselves of are meaningful and not just providing advanced knowledge in copier machines.

Andrew Taylor took a slightly different approach in talking about what skills managers should have. His contention is that arts organizations look for a one to one correlation between a job description and the skillset a person has. He noted that corporate recruiters know what type of person they are looking for, the skills that will translate to their industry and assume the person can acquire the specific knowledge they need on the job.

Arts organizations don’t know what they want, write up an extensive wish list and then try to find someone who has those exact skills. If I understood Taylor’s explanation correctly, finding an exact fit is not only difficult, it also contributes to a view of the organization that is limiting. The idea that the activities of development are exclusive of marketing which are exclusive of sales is the type of thinking that stunts progress. A person needs skills and understanding that encompass all these areas regardless of which one they are being hired for.

As an illustration, Taylor mentions that an associate was looking for someone to run the box office of a large performing arts center. After some dissatisfaction with candidates from the arts field, he ended up hiring a person who had run a Sears phone order center because they had a better sense of how to manage offering service on that scale.

Taylor says he trains his students to essentially take control of interviews and use answers that create a bridge between what the organization is looking for and the skills the student possess to show how their experience translates.

I made the comment that I thought another skill set people needed was the ability to talk about and advocate for the arts. I mentioned the need to communicate the value of the arts at all ends of the spectrum– advocating to governments and grant makers, (noting that recent research shows that the arts may not be best served by citing economic value of the arts), all the way down to press releases and speaking to individuals.

The part of the session that got me thinking the most though was the idea that arts organizations don’t know what they are looking for when they hire. I currently have my hands tied in that regard since I work for a state institution that pretty much codifies how good a candidate for a position is based on number of years experience and education. I have clearly seen more effective people paid less because their experience and education were less than others.

I imagine there will come a day when I can’t hide behind the strictures of a bureaucracy when it comes to determining who is best suited for a job so I have already started pondering what the skills are that candidates for arts jobs should possess. How should a job description be written to attract people with these skills and knowledge? What appears in the descriptions today that don’t reflect what we really need/should be seeking?

What I think I need to do is ask Andrew Taylor if he has come across a situation where the description, interview and actual position all correspond appropriately. I fear his answer will be that such a situation doesn’t exist within the arts world.