ARTSblog

I am writing from Minneapolis where I am attending the Theatre Communications Group National Conference.  This evening I had the pleasure of listening to keynote speaker, Molly Smith, Artistic Director of Washington, DC’s Arena Stage.  I wholly expected Molly to discuss artistic issues in the theater since she is a director–issues such as copyright, unions, visas, co-productions, etc.  So when she started off by asking the audience how many people have heard of Second Life, I was shocked.Molly went on to say that she views technology as one of the greatest challenges of performing arts organizations.  She contends that over the last decade, technology has completely changed how we live.  We date online.  We chat online.  And now artists are using virtual worlds like Second Life to screen their movies, display their artwork, etc.

Those who know me know that I am a huge advocate of technology, especially how technology can be used to market to different segmentations.  I have spoken at events all over the nation about social network marketing, viral marketing, and the implementation of technology.  It is my personal view that a huge shift in marketing is taking place, and that in the very near future, technology-based marketing, now considered on the fringe of mainstream marketing, will become the new standard.  I have used technology-based, social network, and viral marketing very successfully in recent years.  However, I have never considered how technology might influence artists.

Younger generations are comfortable with interacting with their peers via social networking platforms.  These generations think in a different manner than those generations that regional theaters are used to primarily serving.  Younger generations won’t wait while a three hour plot unfolds.  They are less likely to travel to an “elitist” regional theater to see Shakespeare.  Do we have to figure out a way to deliver the content to them, rather than demanding they come to us?  We are seeing this right now with the success of the Metropolitan Opera’s simulcasts.  Soon, the Washington National Opera will broadcast its operas to schools in the Washington, DC area.

Molly made the point that we have to constantly adapt to our surroundings.  We must remain flexible and open to what might have been considered impossible or unnecessary in the past.  I couldn’t agree more.  I fear for organizations that don’t embrace change; that don’t constantly question the status quo.  I am afraid that organizations that aren’t nimble will no longer be able to adapt, and will therefore wither away.

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