ABSTRACT
For most artists the audience is an integral part of an artistic experience. Only when the public experiences what the artist wishes to communicate is the creative process complete. The audience is vital for more practical purposes too. Art which does not generate audiences will seldom generate revenues, whether from box office receipts or funding bodies and sponsors. The development of audiences is therefore a fundamental responsibility of the marketing function. In practice, this means that the main task of arts marketing is to motivate people to attend performances and exhibitions or purchase art works or crafts, encouraging them to share in the artistic experience being provided.
