'Beat a Different Drum - A Handbook for Marketing Cultural Diversity in the Arts' is a step-by-step guide to marketing to culturally diverse audiences.
Beat a Different Drum - A Handbook for Marketing Cultural Diversity in the Arts' gives insight into strategies that have already been implemented by others. It is a key outcome of Arts Queensland's Marketing Cultural Diversity Research Study.
Marg O’Donnell, Director-General for Arts Queensland, skriver i forordet:
”When Arts Queensland first embarked on its Marketing Cultural Diversity Research Study three years ago, in partnership with the Australia Council and Department of State Development, we did not expect that it would lead to such an interesting and lasting project. What we did know was that cultural diversity is an important and vital aspect of our society, but this project has shown us that, as individual artists, artsworkers and organisational managers, embracing cultural diversity and integrating it into our everyday lives and work are meaningful challenges.” (...)
”This Handbook is about accepting that challenge and applying the principles of Marketing Cultural Diversity. It is a step-bystep approach and should give you a good grounding in general marketing and audience development concepts - the keys to successful arts management - as well as some insight into strategies that have already been implemented by others. If you follow it, you may find yourself opening up to a whole new market and developing relationships you never knew you could.”