Digital Technology and the performing arts
Queensland Ballet: Fairy Tales Photo: David KellyFor some time AMPAG has been discussing with member companies and others how digital technology affects performing arts companies in their business practices, marketing and reaching audiences. There are both pros and cons for the major performing arts companies. For example, companies are likely to benefit from business efficiencies offered by cloud computing, and the personalised marketing made possible by social networking. However, many companies are struggling to keep up with the massive leap in expertise required in the digital arena and the increasing costs involved.
To remain competitive, companies are also entering the digital cinema domain – which is currently dominated by overseas companies – and are experimenting with different forms of online performance. Most orchestras around the country are using digital technology to varying degrees—to build grass roots support, to generate new audiences, to deliver world-class educational resources. Read the following article about how orchestras are using digital technology. Companies are also exploring the best ways to digitise collections in preparation for the National Broadband Network (NBN). They are, however, encountering a number of issues in entering this new marketplace. These include appropriate revenue and payment models for performers and creatives/copyright holders, technical issues, performers’ concerns and the need to create new business models to deal with this changing scenario.
Article: 'Virtual Orchestras' (291 KB)
AMPAG wrote a Scoping Paper on the impact of digital technology in 2011 to bring all companies up to speed with new technology developments and to explore different models. As a result AMPAG is now working with the Australia Council to organise a workshop for companies to improve business practices and develop appropriate digital strategies. AMPAG is also leading negotiations with the MEAA over artists' rights. The scoping paper is also being used to inform government about these issues and ensure that the arts are not left out of discussions about the future of the NBN.