Many consider that the arts are not relevant to them and whilst they’re amongst those least disposed to attending arts and cultural events – and seem to shun conventional classical and contemporary western formats and stages – many people do consider themselves to be “arty”. This incongruity suggests that there are artistic needs and aspirations that are not being met through present styles and levels of cultural provision and opportunity.
Efforts to increase engagement through arts and cultural events, might require careful planning and long term strategies which seek to reach out to people, demonstrate an understanding of their needs and aspirations and are delivered in partnership with local communities. This is about building genuine relationships with communities and audiences, understanding what they want and finding ways to deliver it to and with them sustainably. Locating key community gatekeepers to foster these creative relationships and to help communicate and engage with people from this segment will also be important.
Their favourable disposition towards culturally specific festivals (such as Mela, Baisakhi and Navratri) are obvious offerings that might be developed or drawn upon and as these are likely to be well received.
Mainstream and popular events such as carnivals, musicals and live music events are attended in greater numbers of people from Kaleidoscope Creativity than even culturally specific festivals – however, the overall propensity for them to do so is much less than is seen in the wider population at large. This means that if you were generally looking to find an audience (any audience) for a live music performance you wouldn’t necessarily start by trying to engage Kaleidoscope Creativity, because comparatively speaking, they’re less inclined to attend live music events than most other segments.
However, if you were looking at an activity that Kaleidoscope Creativity might engage with, you may well consider a live music performance, because in terms of actual numbers of people going, more Kaleidoscope Creativity go to live music events than to culturally specific festivals. Moreover, if you were trying to find an audience for a culturally specific festival, you almost certainly would target Kaleidoscope Creativity, because they’re more likely to engage than people from almost every other segment.
Local community clubs, youth programmes, churches, religious institutions, healthcare providers, local authorities, community support workers, voluntary organisations, shops and services all provide shared touch points with people in Kaleidoscope Creativity that might have mutually beneficial relationships and common interests in engaging people through them.
Their interest in fashion and shopping might also lend itself to promoting the arts and cultural activities as effective ways of reaching Kaleidoscope Creativity that stakeholders from the fashion industry might be keen on exploring and developing in partnerships with arts and cultural organisations.
Events and activities programmed to take place within conventional theatres, concert halls, museums and gallery spaces may meet with limited success in attracting Kaleidoscope Creativity. Instead, community based activities that take place on their home ground, e.g. community spaces such as youth clubs, schools or church halls, or in neutral outdoor and particularly open spaces are more likely to prove appealing, or certainly less alienating.
Place: Access & distance
Although car ownership is low, as Kaleidoscope Creativity live exclusively in and around urban centres, they are likely to be well served by public transport links. The cost of public transport however could present a barrier to some, as incomes are often lower than average. Work with local transport providers therefore might present a further partnership opportunity.
Expensively priced tickets will present a barrier for some in this group on low incomes, so a range of suitable price discounting options are likely to be necessary. In fact, some of the activities with which Kaleidoscope Creativity are most well-disposed to engage with tend to be free. Finding partners to enable free access, or other revenue streams (such as retail, donations, funding, or sponsorship) and volunteering opportunities to help facilitate this may be important.
Building genuine relationships with people and communities requires significant effort and investment of time and money, but is likely to prove the most effective in reaching and attracting Kaleidoscope Creativity. Finding community gatekeepers who will act as and recruit “arts ambassadors” is one of the best ways to harness effective word of mouth.
Other channels of communication that may be most effective include advertising which has a strong focus on providing entertainment as well as information, newspaper advertising and editorial and SMS text messaging. Cultural organisations’ web content is unlikely to be widely browsed, unless “pushed” to smart phones via relevant apps and social media networking channels.
Propensity to attend is comparatively low, while their disposition to take part in participatory activities is reasonably good
Considering their propensity to attend arts and cultural events is comparatively low, Kaleidoscope Creativity’s disposition to take part in participatory activities is reasonably good. Being around or just below national averages in relation to dance (and possibly culturally specific dance), playing and creating music, painting and taking part in outdoors events; activities such as street arts, carnivals and community festivals therefore provide a potentially good opportunity.
Giving & Volunteering
Amongst the least likely to be involved in volunteering, fewer than one in five people from this segment have volunteered in the last 12 months. When they do volunteer it is likely to be outside of arts or cultural organisations. Very few have membership of the National Trust or English Heritage and are more likely to engage in the arts when it is outside these traditional places in a community setting.
They are the group most likely to volunteer by befriending and mentoring others and more likely to help on committees and in organising events.
Most likely to volunteer by befriending and mentoring others