Earlier this week Samantha Teter had a piece on ArtsHacker about writing bios. She does a good job pointing out many important elements that should be part of a bio (including proofreading) and that one should use a different bio for different purposes.
However, recently I have been wondering if bios in a performance playbill are really effective anymore. Performers have been using the same basic format with the same basic content for decades now, but as we all know, audiences have changed during that time.
So among my questions are: Do audiences read bios any more? Is the content relevant to them? Has anyone thought to ask?
What are the purposes of bios? Do they serve the artists by providing recognition to individuals? Do they serve to strengthen a relationship with the audience? Are they effective at doing either?
Over the last decade I have often read suggestions regarding press releases and marketing content for the arts. One of the things most often criticized is the inclusion of long listings of accolades that the public has no way to judge the relevance of.
People know what the Tony Awards are, but nearly anything else is a mystery. While foreign sounding names like the Zhege Dongxi Prize and studying with Pierre Lapin at Le Jardin de M.A. Gregoire sound somewhat impressive, no one who is not an insider has any idea if this is a mark of excellence or something someone made up.
There is also the distinct possibility that even regular audience members may lack the connection to the arts field that past audiences did and do not recognize the prestige of names like Jacob’s Pillow, Tanglewood, and Stratford Festival.
If one actor lists a dozen shows they were in and another just lists a short handful, is the former more experienced than the latter? It could easily be the case that the former is just starting out and listing everything they have been in since high school and the latter is so experienced, it isn’t worth listing more than the last couple shows.
Does it help the audience feel more engaged in the event to know that the performer lives with their husband, kids and two dogs, Misty and Pepper?
I am not suggesting that bios be scrapped so that the organization can save on printing bills and relegate performers to a simple listing. Yes, I know some unions require the inclusion of bios.
Nor am I saying that all bios are useless. I spent part of today reading bios of the speakers slated for the Americans for the Arts conference in Chicago.
I am just asking, outside of tradition, do we know why we still do this? If we do, then could we do it better?
If we want audiences to be excited by our organizations and what we do, would it be better to have a big color picture in the program of the artists conducting a workshop or in rehearsals, instead of pages of text?
Perhaps QR codes with the names of the individual artists could be placed around the margins of the image so that people could scan them and learn much more than 50 words about the artist by visiting their social media page packed with images and videos.
If the purpose of listing bios is to provide artists with recognition that they wouldn’t otherwise receive and it has to be done in the traditional format, then are there any changes of content people might suggest?
Think about it this way. Everybody gets their name in the credits at the end of a movie, but even if people stay and try to pay attention to the list, it is nearly impossible to pick individual names out even if there is someone you are looking for. Someone working on the movie probably has a better chance of being recognized as people scroll down on the IMDB listing than they will in the movie theater.
Teaser trailers at the end of Marvel movies keep people in the theater, but they probably don’t help improve an artist’s exposure and recognition. By making considered changes to program books, arts organizations might actually have the ability to raise the profile of artists, if only by a smidgen and provide a more meaningful experience for audiences.
I am just not quite sure what those changes might be. Something to consider, though.
"Though while the author wishes they could buy it in Walmart..." Who is "they"? The kids? The author? Something else?…