How can an arts organisation collaborate with a commercial media organisation when it?s not in a position to put any cash on the table? Sometimes even to attempt such a thing is regarded as an attempt to get something for nothing ? a blag by an arts organisation feigning poverty, writes David Pepworth. Of course, that can be the case but, handled sensibly, collaboration can work. Like any relationship, it requires honesty and commitment. A big ?one night stand? might be attractive in terms of credibility, as the media world, like the arts one, is very small, and word soon gets round about any misdemeanours (well, everyone likes to gossip, don?t they?). However, if well intentioned and well carried through, a collaboration between arts and media organisations can be a uniquely rewarding and sustainable partnership that benefits both parties.

When I worked at The Lemon Tree in Aberdeen (a multi-arts venue, with a strong emphasis on music) we developed just such a relationship with local radio station Northsound Radio (part of the Scottish Radio Holdings group). The main motivation behind opening discussions was that, as a venue, we felt we deserved a bigger slice of the airtime. Our talks with Northsound started from the position that we didn?t have any money for advertising, and would never have any money for advertising? well, it?s best to be honest ? though, of course, you risk things finishing right there. It became clear that we were fortunate in that Northsound?s Sponsorship and Promotions Manager, and other members of the team (notably their Programme Co-ordinator and key presenters) were keen to build on the very loose relationship we already had whilst keeping it informal and friendly. In essence, the relationship allowed The Lemon Tree to increase awareness about specific events (and, over time, the strength and breadth of events that were hosted), whilst Northsound gained from an increase in brand-awareness. Part of the reason I think the collaboration was successful was a joint awareness that we both benefited from linking our names and felt comfortable doing so. The Lemon Tree offered Northsound a package of benefits, the most successful of which were:

– Exclusive launches of new shows on air ? often with a chance to win tickets. This helped the station create a buzz as people realised this was where they could hear about new shows first. For us, along with a new website and developed email strategy, it was an important element of the move away from dependency on the seasonal brochure. In 18 months we increased attendance by 70% whilst decreasing the print run by nearly 25%, and moved to a position where shows were often sold out before the brochure came out;

– Open guestlists for presenters and staff of the station. These worked well because presenters would come along and then mention their night out on air. I?ve always been a great believer in the power of editorial and ?trusted person? recommendation as opposed to adverts (ok, I might be kidding myself, I?ve never been in an organisation that has afforded me the luxury of testing my hunch.) And, before you ask, this open invite wasn?t abused.

With a sensible, undemanding approach we achieved more than we could have expected. What we did was not earth-shattering, but it worked. Yes, we were lucky because we were listened to by people open to ideas. But then, in a sense, that is the most important challenge we should make to media organisations: if key people can be persuaded to get away from a fixation with the ?bottom line? and trust the arts organisations they are dealing with, a mutually worthwhile partnership can be created.

Be realistic, and realise that whilst you as an arts organisation may be paying little or nothing financially, you are not getting something for nothing. That way you can hopefully unlock the potential of a fruitful long-term partnership.

David Pepworth is now Marketing Manager at Phoenix Arts in Leicester, and can be contacted at [email protected]