Arts Marketing Framework: The Arts Organisation as a Hub for Participation

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This Worcester Business School publication by Ria Wiid and Paulo Mora-Avila outlines how the proliferation of artistic content, increased mobility of people, ethnic diversification, and increased scarcity of time outside of work calls for an integrated approach to marketing within the arts. The paper proposes a framework for the marketing of arts based on participation, co-creation, and social networks. Additionally, the framework considers the role of self-construal in the participation of arts.

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Building the Case for Business Support of the Arts →

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Research conducted by Business for the Arts, finds that more than half of Canadians favour businesses that invest in arts and culture. Canadians are more likely to choose arts and culture events over sports, and to keep up with this growing interest, business investment in the arts has increased by 49 per cent since 2008. Report includes a literature review on the benefits of arts engagement.

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