ShodhPatra: International Journal of Science and Humanities

Innovative Market Positioning Strategies for the Indian Performing Arts Sector

The digital age creates a new context for performing arts organizations. They have to find, create innovative marketing strategies to draw the audience’s attention. The objective of this communication is to question how individual and legitimate cultural organizations can manage their brand and what levers they can use to address new challenges. Certain specialised authors considered arts marketing (theatre, music, dance, and visual art) as being the marketing of “difficult” products due to their role in educating the audience and perpetuating beliefs and values throughout generations, by utilising various cultural stimuli. In this situation, the marketers have offered to the audience an intangible aspect, a service that is quite difficult to promote.