Youth culture – Youth of today

Pulling in 15 to 25 year-olds is one of the trickier areas of audience development. The majority don’t seem to be remotely interested in the arts, so why should we bother with young people, and how should we do it? Helen Stallard highlights some basic principles.

Young people aged 15 to 25 are an often overlooked audience, despite the vibrancy and energy they can offer. It is true that attracting young people can be difficult, requiring a different type of communication to that used for a traditional audience. But it is not an impossible task, and neither is it a pointless one: 15 to 19 year-olds alone make up 14.5% of the population. In simple numeric terms, this is a key demographic.

Research conducted by Marketing the Arts in Oxfordshire in 1997 found that the leisure time of young people is important and precious, so activities or events need to be seen as fun and relevant rather than educational. Weekends are the most popular times for going out, with music and sport being the most popular (non-alcohol-related) activities. The atmosphere of a venue is seen as very important; like all audiences, young people need to feel welcome and safe; it’s necessary to get away from a stuffy, old-fashioned formality. Also, perceptual barriers prevent attendance and communications offered by arts venues often fail to overcome these preconceptions.

Addressing the issues

Organisations can attempt to increase the participation of young people by addressing these issues, and each department has a role to play. Programming, marketing and communications, front of house and pricing can all be used to create accessibility for young people. The key is to get this age group involved, to feel welcome and a part of what is going on.

It stands to reason that programming is a pivotal area. Teens and young adults need a real reason to go to an arts event, so provide them with that reason! Keep an eye on youth culture. At present, hip hop is huge, explore the possibility of putting on some street dance or hip hop theatre. In my experience, dance is an excellent way of drawing in this age group – the funkier the better. For example, ACE Dance and Music is currently touring its new production En-Trance, which was created with young people in mind. Artistically of high quality, the production remains accessible by using club-style music, dance, lighting and marketing materials, and consequently attracts audiences with a high proportion of young people. Timing is essential, don’t put a token hip hop artist on a Tuesday lunchtime, but at a weekend or peak holiday period when young people socialise the most.

Communication is key

Marketing has a central role to play. Today’s teens and young adults are media savvy and can err on the side of cynicism. To encourage them to an event, marketing materials need to be good quality, well designed and eye-catching. Simple images, bright colours and informal language work well. The ACE print was designed with a club-style feel, hoping to give the impression of a good night out rather than an evening of high art, which might have put a number of people off. Different shapes work too – bookmark-sized flyers are popular and have more longevity than the basic A5 flyer. Then print distribution must target areas where young people congregate – bars, pubs, shops, colleges and so on. New technologies, such as email flyers and SMS texting, can work too.

Accessibility is vital; to get young people in (and keep them in), they need to feel welcome. Contact Theatre in Manchester is perhaps the best example of a front of house aimed at young people, with bright colours, a totally informal atmosphere, pre- and post-show DJ and student bar. Young people do not have a lot of money, but what they do have will go on shopping and entertainment. If you are marketing your event as quality entertainment, then it is imperative to price accordingly. For example, artSites in Birmingham prices its tickets at £3 (£1.50 concessions), with the specific aim of bringing in a younger demographic who would not normally participate in the arts. This may be a bit low for most organisations but bear in mind the other forms of entertainment you are competing with, such as cinema, and be in line with their pricing.

Finally, it is important to get young people involved. Workshops in conjunction with schools and colleges, showcases of students’ work, and creating magazines and websites are all effective ways of actively getting young people involved. Educational establishments can provide a useful way in, and interest in an event can be drummed up by providing workshops or open days, hosting dance classes or DJ days.

Packaging a cultural experience as entertainment rather than simply art can reap dividends. To compete with the multiplex and the Gamecube, arts organisations need to provide a full evening’s experience that is welcoming and, above all, fun.

Helen Stallard is Marketing Officer at Birmingham Arts Marketing and Marketing Consultant to ACE Dance and Music.
t: 0121 685 2610;
e: [email protected];
w: http://www.acedanceandmusic.com and http://www.bamonline.org