Arts marketing : a new tool for development of the arts sector in the market context in Vietnam

Since the economic reform in Vietnam in 1986 provided more artistic and financial autonomy, the arts community has had more opportunity to develop. It has hence become necessary for arts leaders to obtain management and marketing skills to adapt to the new competitive environment. This necessity became vital when the Vietnamese government sought to tackle the problem of inadequate state funding for arts organisations through its policy of socialisation. This paper sets out to examine how performing arts organisations in Vietnam apply arts marketing strategies to adapt to the market context via empirical data from the cases studied: Vietnam National Symphony Orchestra and Hanoi Youth Theatre. Further, it identifies implications for the development of the sector. Findings indicate that Vietnamese performing arts organisations focus on the role of marketing for organisational development, although there are a lack of resources and a limited knowledge in this area. Thus, training in arts marketing and arts management is needed to maximise capacity of arts leaders in managing their organisations in the changing context.

The politics of exclusion: political censorship and the arts-as-industry paradigm

In Australia from 1992 to 1999 Jeff Kennett led the Liberal state government in Victoria. Under his leadership an important vision statement for the arts was produced, and ambitious redevelopments of Victoria’s major cultural institutions were undertaken. Kennett’s ‘vision’ included reforms to Arts Victoria (the state-based arts funding agency) and a radical revision of how the arts were to be subsidised. This represented a wholesale adoption of a new policy approach which saw the arts and culture as an industry which could benefit, in particular, the development of cultural tourism for the state of Victoria. This paper argues that while the arts could be seen to have benefited from the Kennett government’s largesse, some parts of the arts sector were excluded and subjected to censorship. Based on both primary and secondary sources, we argue that in this period, the work of artists which expressed a politically dissenting view was actively discouraged.