Mix It Up Project Report: Building New Audiences - Multicultural Arts ...

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Mix It Up Research Project 2006 - 30 - Centre For Leisure Management Research Establishing relationships with the various stakeholder groups… it was a completely new area for a lot of us. (Marketing, the Arts Centre) Relationship marketing identified the importance of Arts Centre and Multicultural Arts Victoria staff establishing on-going networks with people in multicultural communities. Relationships established by the Arts Centre with multicultural communities instill a sense of pride in those communities. Pride means that the multicultural communities want to ensure the program with which they are associated is a success. For example, the Turkish community invited Arts Centre staff to a community dinner which will potentially lead to a significant program for the Turkish community in 2008, celebrating 40 years of immigration to Australia. In this way, informal networks are established between traditional institutions, key arts organisations and communities. These tactics ensure that a better sense of the approaches that lead to success of a multicultural arts program are conveyed to all stakeholders. In other words, advocate a multicultural arts program through the loose network; use community networks to promote the program; and instill cultural pride in the community for the program. The evaluation has revealed that Mix It Up: - attracted new audiences to the Arts Centre; - provided opportunities for multicultural artists to perform at the Arts Centre; - cemented the Arts Centre’s role as both iconic venue and nurturer of emerging talent; - developed new ways of working across cultures in partnership with Multicultural Arts Victoria; - provided a benchmark study that can be used as a model for multicultural audience development in other states; - established a professional platform for multicultural artists; - dispelled stereotypes of multicultural artists as ‘folkloric’ art; - created opportunities for new work; and - created opportunities for sponsorship.
New Ways of Working: Towards a New Framework Mix It Up Research Project 2006 - 31 - Centre For Leisure Management Research This is a big organisation and we get a bit set in our ways. (Administration, the Arts Centre) What might new ways of working look like visually? Two models of the various aspects of new ways of working have been developed in order to tell the story, especially as a picture replaces a thousand words. Further, a visual framework can be used as a policy tool for developing other multicultural arts programs. Three Modes of Multicultural Arts Project Collaboration …be more flexible (Marketing, the Arts Centre) Multicultural arts projects can be controlled by the large institutional organisation, can be controlled collaboratively or controlled by the community organisation. Where control resides needs to be determined by the nature and scope of the project and its aims and objectives. Locus of control needs to be agreed by all parties at the beginning of the project.
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Page 3 and 4: Executive Summary The Arts Centre t
Page 5 and 6: Key Learnings The key learnings fro
Page 7 and 8: Methodology Mix It Up Research Proj
Page 9 and 10: Mix It Up Research Project 2006 - 9
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Page 21 and 22: Price Mix It Up Research Project 20
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Page 33 and 34: Conclusions and Recommendations Mix
Page 37 and 38: Fine tuning Incremental evolution F
Page 39 and 40: A Model of Multicultural Learning C
Page 43 and 44: The aims of the Mix It Up program w
Page 49 and 50: Roles Played by Stakeholders Mix It
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