Giving Audiences What They Need

There has been resurgence over the last couple of months in discussions online around the Need vs Want issue in programming for the arts. Should we give audiences what they want, or what they need, and how do we know which is which?

Nina Simon, from the Museums sector wrote a lengthy post late last year criticising the fact that many organisations keep claiming that they are giving audiences what they need. But how do we really know what audiences need? Some people might need mental stimulation, some might need light relief. So what gives arts organisations the right to think they know what’s best?

Academic, Diane Ragsdale, responded with a detailed blog post on the same subject. I really liked her thinking around what organisations should be aiming for (as opposed to questioning about needs vs wants):

“Moreover, I have often taken the line that effective arts organizations essentially broker an opportunity for people to engage with (and with each other through) the arts experience; and in curating a season arts organizations (ideally) pay attention to their communities and program work that they believe has social or intellectual relevance–that will matter–which can be different from saying that they program work that they believe will sell well.”

One of the first concepts I was introduced to when I first started working in theatre is that of cross-subsidisation. That is, the financial success of one production being used to offset the cost of another one. In my experience, venues that are good at managing their budgets always find ways to present works that sit at opposite ends of the need vs want scale (or, on the art for art’s sake vs commercial art scale).

In terms of artistic programming, I believe that a good well-rounded program for a venue with a diverse audience base should always include productions that sit at both ends of the spectrum. Arts organisations exist because they provide experiences people want and need, but the boundaries are often blurred between the two. 

For me, one of the key considerations in programming decision making is relevance, and as long as work is relevant it will continue to find its audience. So how do you assess work for relevance? Well that’s a post for another day – but I’d love to hear how others approach this challenge – send me your comments!