Arts Management
Description
1. Walmsley (2019) argues that in a climate of neoliberalism, traditional marketing based on ‘consumption’ and ‘transaction’ is being abandoned in favour of a more meaningful audience engagement involving ‘participation’, ‘collaboration’ and ‘co-creation’. How valid is this claim for those working in arts management today? Illustrate your answer using at least two examples.
Reference:
Walmsley, B. (2019) The death of arts marketing: a paradigm shift from consumption to enrichment. Arts and the Market. 9(1), pp. 32-49
Walmsley suggests that marketing within neoliberalism (both consumption and co-creation exist within neoliberalism) is shifting from consumption towards co-creation.
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