Jolt 11Make your audience matter

The arts world presents us with a lens that demonstrates the importance of getting it right for your audience. No audience = no show. It’s not complicated. With tens of millions of pounds being invested in a show, the stakes are high. Does that guarantee a success? Of course not. If it doesn’t land for the audience, it hasn’t worked. If you have the cash, time and resources to ‘create theatre’ for the sake of it and to massage your own artistic pleasure, lucky you. For most though, that is not the reality. Leading an organization places a responsibility on you to know your audience well, to know what they want and to be one step ahead in delivering that. Ignore them at your peril …

‘The play was a great success, ...

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