Grateful For The Recognition, But Recognize More To Be Done

by:

Joe Patti

A month ago Ruth Hartt posted an image she grabbed from my venue’s website on Twitter and complimented its presentation on a number of points:

If you follow the link to see the reply, you can see our marketing director’s response to Ruth and David Rohde with another picture of audience members. As she notes, we have actively working on expanding our library of images of the audience experience for the last few years. Between shifting the programming and improving our interactions with customers at different touch points, these images have helped us communicate a more welcoming and inclusive environment. We are definitely seeing some positive results.

Though we obviously have a lot more work to do and can learn a lot from other people. This past weekend we had a family show that was a very late rental for us. Somehow, in the course of two weeks they managed to sell 500 tickets at $30 adults, $20 for kids which we thought was a little high for our market. The audience they attracted was 98% Black despite the content not being specifically aligned to them.

As far as we know, they only promoted the show on social media so we are pretty much in awe of their social media targeting game and knowing their audience. A lot of artists aren’t so on-point and dialed in. It might have been that they aren’t as successful in other communities and their efforts just resonated well here but I’ll give them the benefit of the doubt and say we probably couldn’t have done as well promoting it ourselves.

Kindergarten Art As Social Practice

by:

Joe Patti

You may have heard a short piece on NPR this past week about Peptoc, a hotline where you can hear encouraging words from kindergartners.

 

Call a new hotline, and you’ll get just that — encouraging words from a resilient group of kindergartners.

Kids’ voices will prompt you with a menu of options:

If you’re feeling mad, frustrated or nervous, press 1. If you need words of encouragement and life advice, press 2. If you need a pep talk from kindergartners, press 3. If you need to hear kids laughing with delight, press 4. For encouragement in Spanish, press 5.

[…]

It was put together with the help of teachers Jessica Martin and Asherah Weiss. Martin, who teaches the arts program at the school, says she was inspired by her students’ positive attitudes, despite all they’ve been through — the pandemic, wildfires in the region and just the everyday challenges of being a kid.

Apparently within two days of getting the hotline operational, they were getting around 700 callers an hour.

I became aware of the story on Twitter and what caught my eye and made me follow the link was the statement that the hotline came out of a discussion with the kids about art as social practice. While that is probably not the terminology they used with the kindergartners, it stood out as an example of how it is never too early to start teach kids that artistic practice has a role in our lives other than being viewed as frivolous entertainment.

The pictures accompanying the NPR story show kids putting up posters they made promoting the hotline and delivering some of the same messaging as is found on their hotline.

The concept that you are able to contribute to the greater joy of society as a 5-6 year old has the potential for leaving a long lasting impression on these kids which will shape how they live their lives. In five or six years if these kids are told thousands of people have been calling every day to hear them laugh for half their life, that can really be meaningful.

And of course, if the hotline has helped relieve the stress of millions of adults, that has been a pretty great outcome as well.

Don’t Know If I Am Auditioning, But I Am Having Fun

by:

Joe Patti

You may have seen the story on American Theatre about the slew of people who took to TikTok to “audition” for St. Louis theatre, The Muny’s production of Legally Blonde.  I use the quote marks because according to the article, the audition process involved uploading a video to YouTube or Google Drive and providing a link to The Muny by February 1.  The appearance of videos on TikTok exploded the weekend of February 3-4 and participants seemed more motivated by the desire to express themselves than win a place on the cast.

Yet, as usual on TikTok and beyond, there has been some confusion over what exactly this phenomenon is. Is this a TikTok trend or an actual audition? Several TikTokers posted videos saying that they weren’t sure if they were just participating in a TikTok trend or actually auditioning for the Muny.

Absurd as this may sound to a casual onlooker, this absurdity aligns with TikTok’s messy culture. That many of Legally Blonde dance call videos are self-deprecating adds to the Gen Z aesthetic, which continues to set the tone on the app. Many of these dancers know they aren’t going to book it; they know they’re unlikely to see their name in lights. So what do they do? They ham it up, finding the humor in the fast-paced dance.

While The Muny wasn’t using TikTok as part of the audition process, they did have 1,400 people submit through their official video submission auditioning process. This approach might go a long way toward achieving equity and representation goals for many theaters. Having all these TikTok videos may also increase interest, awareness, and perceptions of theater’s accessibility among more people.

As the American Theatre article notes, a lot of people do post their auditions to TikTok in an attempt to generate enough buzz to gain a higher level of consideration, number of followers on social media has been a consideration in the audition process for years in some places, or to simply garner fame independent of a formal production.

However, the article also addresses the mixed feelings that can arise. While productions are happy to get viral attention, there are some other considerations:

Of course, posting dance call self-tapes on TikTok raises some ethical concerns, particularly as it relates to dance copyright, which mirrors larger conversations about TikTok and dance credit. The issue of credit and payment is definitely something that choreographer William Carlos Angulo had on his mind.

“The Stage Directors and Choreographers Society is my union, and they are responsible for protecting the work I do on plays and musicals,” Angulo said. “However, because their jurisdiction covers productions only, I am left to sift through the legal implications of ‘going viral on TikTok’ completely by myself. Because I have spent my entire choreography career being protected by my union, it never occurred to me to copyright my work until now.” Angulo has only just begun the long process of copyrighting the dance call audition.

Despite these muddy waters, Angulo recognizes the “powerful culture-making” that takes place on the platform. “Learning dances in my living room by playing and rewinding tapes of old MGM musicals and awards show performances brought me a lot of joy as a child,” recalled Angulo. “Seeing that reflected back to me through the thousands of videos of young people doing my choreography in their living rooms has brought me a new kind of joy that I cannot describe.”

Once You Have Found Her, Never Let Her Go

by:

Joe Patti

A couple weeks ago violinist Holly Mulcahy made a Facebook post about giving the manager at the Wichita, KS airport Enterprise counter her card which had a BOGO ticket offer printed on the back.

Organizations often have the idea of printing off promotional/discount materials and having performers and other members of the artistic staff distribute them in the hopes of attracting new audiences. But it occurred to me that these efforts aren’t really worthwhile unless there is a strong commitment from performers and staff to distribute these materials outside of their social circle and act as an ambassador for your organizational brand.

My impression is that Holly is largely in the drivers seat on this and tells the organizations with which she works what she is interested in doing and what materials would be helpful in making that happen. I still remember a post she made years ago about a little social meet-up she had a hand in organizing at a restaurant in Chattanooga that had great cinnamon buns. There is part of me that still wants to eat those cinnamon buns.

I think there is a case to be made for a bottom up approach to audience cultivation where the artists or general staff mention the type of things they would be invested in doing and working to get materials, spaces and other resources to make it happen versus administrators deciding on a new initiative and asking staff to participate.

Not every idea is going to be great, no matter where it comes from. Holly makes it look easy because she has been thinking about the audience experience every day, all the time, for years and has sorted through many ideas. When she promises some enchanted evening, she is invested in making it happen and probably had conversations with people about experiences with ticketing, parking, dining, etc,. with the goal of improving them.

It may take years of just talking about an organizational commitment to a better audience experience and enacting changes in other areas before good ideas and investment manifest.  The adage about change starting from within first is probably really applicable to audience development. You need to do cultivation work with staff before you can really be successful at audience cultivation.  The BOGO coupon comes toward the end as one tool in your process rather than defining the audience cultivation effort.