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

Mix It Up Research Project 2006
- 4 -
Centre For Leisure Management Research
diverse market and the success of this local partnership has already had suggested a possible national
approach to this type of programming.
Jill Morgan, Executive Officer of Multicultural Arts Victoria said,
Multicultural Arts Victoria, as a peak state arts body, has extensive links and grass roots connections to
artists and communities which provided a bridge for the Arts Centre to a rich cultural resource.
This Mix It Up Project Report: Building New Audiences examines the Mix It Up program, which was an organic,
participatory learning experience for people from the Arts Centre staff, Multicultural Arts Victoria staff,
multicultural communities and their stakeholders. During the winter and spring of 2006, in depth interviews were
conducted with key stakeholders who participated in the program. Results were synthesized from what was
learned in a step by step process that culminated in this report.
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.