Abstract
Purpose
The purpose of this paper is to reflect on the creation of a performing arts archive website, exploring impact in relation to the marketing and promotion of opera and understanding of opera history.
Design/methodology/approach
The paper sets out a case study reflection in relation to a social enterprise in the arts.
Findings
The paper confirms that development of a specialist or niche website is a slow process requiring significant effort and resource. Promotion draws on a variety of activities including networking, face-to-face selling, word of mouth and use of new media.
Research limitations/implications
The paper summarises participant experience of launching a hobby website in the cultural sector. Constraints such as patchiness of coverage are noted together with the need for collaboration. Finally, qualitative examples of impact are identified and discussed to indicate directions for further development and research.
Practical implications
A case study offering insights and potential learning points for those considering such projects or in similar positions.
Originality/value
The project described is unique yet addresses a research problem noted by many. The paper highlights some areas for future collaboration and research both nationally and internationally.
The purpose of this paper is to reflect on the creation of a performing arts archive website, exploring impact in relation to the marketing and promotion of opera and understanding of opera history.
Design/methodology/approach
The paper sets out a case study reflection in relation to a social enterprise in the arts.
Findings
The paper confirms that development of a specialist or niche website is a slow process requiring significant effort and resource. Promotion draws on a variety of activities including networking, face-to-face selling, word of mouth and use of new media.
Research limitations/implications
The paper summarises participant experience of launching a hobby website in the cultural sector. Constraints such as patchiness of coverage are noted together with the need for collaboration. Finally, qualitative examples of impact are identified and discussed to indicate directions for further development and research.
Practical implications
A case study offering insights and potential learning points for those considering such projects or in similar positions.
Originality/value
The project described is unique yet addresses a research problem noted by many. The paper highlights some areas for future collaboration and research both nationally and internationally.
| Original language | English |
|---|---|
| Pages (from-to) | 51-64 |
| Number of pages | 14 |
| Journal | Arts and the Market |
| Volume | 7 |
| Issue number | 1 |
| Early online date | 7 Apr 2017 |
| DOIs | |
| Publication status | Published - 2 May 2017 |
Keywords
- marketing, opera, archive, performing arts, new media