CHAPTER 6: COMMERCIAL PERFORMING ARTS IN SOCIETY

Introduction

This chapter further gives you another opportunity to study in order to understand the processes and role of marketing in the Performing Arts industry and many more media of advertisement. You will learn and acquire the skills of using elements and principles of the arts that are applied to the ideas of various commercial arts. You will also study the monetary benefits of art and culture for national development.

Activity 6.1 Marketing and promoting Performing Arts

In groups,

1. Mention and discuss the names of each of the media forms in the picture and the ways in which each is used in advertising.
2. Compare how each may be the most effective for advertising a particular piece of art to the intended audience as opposed to the other.

3. Brainstorm on how to determine the cost of using different media forms in advertisement of different Performing Arts
4. Discuss the processes of marketing and its role in Performing Arts

Activity 6.2 Planning for Marketing Performing Arts

1. Describe the stages involved in presenting materials to the public, e.g. how much money is spent on media campaigns in relation to ticket sales and the capacity of venues to accommodate the expected audience.
2. Discuss the variety of marketing strategies which are employed in Uganda and elsewhere in Africa and beyond to promote Performing Arts
3. How effective are these strategies in ensuring success in the Performing Arts industry?
4. Present your findings in a general class discussion

Activity 6.3 Marketing and promoting Performing Arts

Every successful performing arts event is as a result of good marketing and advertisement Perform one of the music, dance or drama you have already learnt then answer the following:

1. Suggest and plan the strategy that you will use to advertise the music or dance or drama that you have selected.

2. Discuss how you will do a marketing campaign for the performance.

3. Make a written report that will inform and guide your marketing for another future campaign.