For potential and engaged audiences of Aboriginal and Torres Strait Islander music, dance and theatre, the perception of the distinctive sound, energy and spirituality of these art forms is a motivating factor for their engagement.
Engaged audience
Engaged audiences appreciate the unique qualities of Aboriginal and Torres Strait Islander music. Audiences are motivated to engage with Aboriginal and Torres Strait Islander music, in part, because of its distinctive energy and performative nature (combining music and dance/performance):
When I was saying about energy, I was thinking that they often perform and dance too as well, there seems to be that movement in performing in the songs (MAE).
The uniqueness of the music is linked to stories told by Aboriginal and Torres Strait Islander artists through their music and the distinguishing instruments used to tell their stories. There is an opportunity to deepen the connection between engaged audiences and Aboriginal and Torres Strait Islander music through the use of live performance.
Engaged audiences describe Aboriginal and Torres Strait Islander dance performances as ‘innovative’ (DEA) and ‘completely different’ (DEA). One engaged dance audience member describes her appreciation of the Bangarra dance company for this reason:
I just think they’re innovative and fantastic to watch. I think there’s a lot of symmetry and rhythm in their movement that’s very engaging (DEA).
Engaged dance audiences are passionate about Aboriginal and Torres Strait Islander dance and particularly motivated to attend contemporary and experimental dance performances that are unique in style and tell unique Australian stories. The passion of such audiences can be harnessed as a source of word-of-mouth marketing to encourage new audiences to
experience Aboriginal and Torres Strait Islander dance. The interest of engaged audiences can also be maintained through the production of unique innovative works of art.
Engaged theatre audiences are specifically interested in Aboriginal and Torres Strait Islander art because they view it as a unique experience:
I definitely find it educational and I value the opportunity to learn more about that culture, but more than anything it’s just seeing something different too (TEA).
Another engaged theatre audience member agrees, stating: ‘I like choosing something different’ (TEA). Engaged audiences believe that emphasising such unique attributes may attract new audiences to Aboriginal and Torres Strait Islander theatre.
I would imagine if you were trying to increase [audiences]…what are the unique aspects that Aboriginal theatre or performances could bring? I think they own certain sounds and noises and instruments, certain ways of dancing, colouring themselves and I think it can be the integration of those elements, which can make something unique and different and unique and different always sells (TEA).
As this engaged audience member states, ‘unique and different always sells’. Engaged audiences are actively seeking out such experiences and value these qualities in Aboriginal and Torres Strait Islander theatre.
Potential audience
Potential music audiences describe aspects of their attraction to Aboriginal and Torres Strait Islander music that relate to the uniqueness of the musical instruments, the sound and the performative nature of the music:
I think it comes with the dance and the movement and the sound. It’s a combination of the music and the dance and it’s spiritual (MPA).
When discussing how distinctive Aboriginal and Torres Strait Islander music can be, a number of potential audiences note the spiritual or soulful nature of the music:
I find it very soulful. I went to a festival for Indigenous people about five, six years ago and an Aboriginal guy was singing and he had the most beautiful voice…it really touched my heart. That’s what I like about Aboriginal music; it’s very soulful (MPA).
It is clear that live performance is a major attraction for both engaged and potential audiences. In the case of potential audiences, providing opportunities for Aboriginal and Torres Strait Islander artists to perform at a diverse range of festivals and events could be a key strategy to develop this audience.
Potential dance audiences have had very little experience with Aboriginal and Torres Strait Islander dance performances beyond festivals and cultural celebrations. However, there is general consensus amongst the group that one factor that would motivate them to engage with Aboriginal and Torres Strait Islander dance is its uniqueness. As one potential audience member states:
I think in terms of normal dancing I’m not amazingly interested in going to see it. I’m more into see[ing] something different, such as an Aboriginal dance, than a normal dance. But it would have to cross my path for me to go in that direction and I can’t see it having done that (DPA).
Potential dance audiences do perceive Aboriginal and Torres Strait Islander dance as ‘something different’ (DPA) and this is part of the attraction. It is not, however, a strong enough motivator to outweigh this audiences’ lack of awareness and uncertainty about Aboriginal and Torres Strait Islander dance. This has significant implications for the marketing of Aboriginal and Torres Strait Islander dance to new audiences. Messages should focus on the unique qualities of Aboriginal and Torres Strait Islander dance, such as the style and stories, to attract potential audiences.
While potential theatre audiences have a more limited experience with Aboriginal and Torres Strait Islander theatre, many are also attracted to what they perceive as its uniqueness. One potential audience member comments:
I love experimenting with new things…for me it would be a different thing altogether and I would enjoy it because, with other shows you anticipate something, but with this one it’s going to be something fresh, something very different (TPA).
65 Potential theatre audiences are willing to try new productions when they are presented by companies that they have had positive experiences with in the past. There is an opportunity to attract new audiences to Aboriginal and Torres Strait Islander theatre by presenting new works in venues in which traditional theatre audiences are comfortable.