ABSTRACT
THIS CHAPTER ADDRESSES the impact of a twenty-first-century multicultural society on audiences and arts programmes. Australia has been selected as the case study to examine the nexus between multicultural audience development and multicultural arts product. The chapter commences with an examination of the literature in scholarly papers and policy documents on developing new audiences. It then presents a model for generating new knowledge and new relationships for these new audiences. New audience development in this context is described as taking entrepreneurial risks usually associated with the periphery of artistic production and making these risks mainstream. Using over fifty interviews and eight case studies conducted in two states of Australia, we provide a well-tested and integrative model of how to develop new audiences for a new century. The chapter concludes by demonstrating that an understanding of audience expectation in multicultural artistic delivery presents a powerful value proposition in the arts.
