Mark Ravenhill’s call for arts cuts by way of firing faceless marketing administrators paints a picture of arts funding that smacks of elitism, with the seemingly easy dismissal of the attempt to reach any audience that isn’t already consuming art.
It’s certainly misleading to claim that £10,000 a week (that’s over half a million a year) is in any way representative of the marketing budget for most UK arts organisations, or that such level of spending (in the small number of places it exists) is automatically wasteful. Similarly, the idea that all arts organisations have acquired hugely inflated marketing departments is dubious at best. If there’s a grain of truth to these claims, Ravenhill doesn’t offer any examples to illustrate it.
There’s also the unmarked assumption that all arts organisations – big and small, urban and rural – are involved in the same kind of work with the same priorities. That a theatre might have the budget for reaching out to new communities but not the money to commission a new play from Mark Ravenhill is not evidence of bad management.1 It helps to remember that Ravenhill’s commission-based business model is not the only one in town.
More confusing is the insistence on separating marketing, outreach and development from the lofty business of making art – as if the processes didn’t influence each other, or weren’t often carried out by the same team of people.2 It’s puzzling because it assumes that the work of making “effective” projects (to use Ravenhill’s term) is wholly separate from the question of the kinds of audience that art reaches, and the ways in which that audience can engage with it.
In fact, a truly collaborative, co-operative approach to arts organisation and funding of the kind Ravenhill advocates may depend on a conscious awareness of the different kinds of relationship that exist between pragmatics and aesthetics: where different priorities in and between organisations can be made to complement (rather than compete with) each other. Ravenhill’s diagnosis of a marketing “arms race” speaks to a culture of arts funding that’s been on the way out for a decade (if it ever existed) and claiming that we’re all still in thrall to it doesn’t help its demise.
Update 27/7/10:
24hrs later and I’m thinking that the opinions of one playwright is something of a sideshow, whatever his profile might be. Dip into the comments below Ravenhill’s piece for a taste of the truly impressive loathing some people have for public funding of the arts. How do we challenge those beliefs, particularly if it’s not as simple as inside the arts community versus outside? If those strongly held beliefs can’t be changed, who in the wider community should we be talking to instead for support?
- Though it might be evidence of how that theatre feels about Ravenhill’s plays. [↩]
- If the #artsfunding twitterfeed is any measure, the marketing, outreach and development “departments” are often the same, singular person who does two other jobs as well. [↩]