Converging with audiences

The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation. <div><br />This chapter scans arts marketing developments over the past thirty years to arrive at an examination of authenticity that engages a new individualistic, independent, informed and involved arts consumer who is changing the marketing paradigm. Through examples of theatre and orchestral audiences, a new paradigm of convergence marketing is characterised, and a model for practice proposed.</div>