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Angela Mitchell

Cultivating New Audiences

By February 18, 2012

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Mark Caro over at The Chicago Tribune discusses the necessity -- now more urgent than ever -- for arts and cultural organizations to reach new audiences. Some institutions in the Chicago area are finding success through more intensive outreach to the community -- from schools and churches, to other organizations in the community. From groups giving audiences increased opportunities to take part in choosing or creating shows, to use of LivingSocial, Groupon, or other services.

Caro looks at several organizations and their efforts in the piece, including the Joffrey's highly successful Groupon efforts in 2010. He sums it all up with eloquence:

Such an approach reflects the shifting way in which people consume culture and entertainment, as reflected in the surge of reality TV shows exploring how to sing, dance, cook, create art, cut hair and design clothes, with every event ripe for live-tweeting. It's no longer enough to wait patiently for the final product; now we expect online previews and behind-the-scenes photos plus early excerpts of recordings, glimpses of rehearsals and a virtual backstage pass.

Image: Courtesy of The Joffrey Ballet

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