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What is Arts Management?
The matter of ‘what is arts management? ... Tusa agrees with this, considering advancement within, and the broadening of the arts to be a survival need, suggesting that management alone cannot create a successful arts organisation (2000:31). ... Radbourne promotes the importance, for the arts manager, of knowing this cultural history to enable them to position the arts organisation in the most beneficial place to gain the highest artistic meaning and profit (1996:6). ... Pick and Anderton (1996:20-1) draw attention to how the general view of ‘the arts’ have changed over the years from expressive to a judgemental form of labelling a person or group of people. ... Tusa believes that in today’s world where entertainment is easily attainable it is not enough for the arts to simply enrich; they must entertain wide numbers of diverse people to attract large enough audiences (1999:45). Management is the key to serving this purpose. In contrast, Pick and Anderton judge administrators who concede to audience desires by supplying art that fits their desires as bad management (1993:4). They deem the key to good management as finding the largest audience who will enjoy the art. ...
One integral part of management, without which Tusa considers there to be no balance (1999:ch12), is the relationship between marketing and artistic management.
Approximate Word count = 1109
Approximate Pages = 4.4
(250 words per page double spaced)
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