… the fact of the matter is that arts marketers are not in the business of selling cigarettes or cars or toilet paper. We’re in the business of selling art. And, theatre is distinguishable from all other arts because it is the one medium in which there is a direct expression of the human condition. That’s what we do — we put people on stage and watch them have a relationship with one another, and with us. If we wanted to just make money we would have gone into advertising. Most arts marketers do their job because they care about it, because they have a passion for the art. However, marketing for the arts carries with it a moral imperative that does not come with marketing products for Philip Morris or Budweiser. In addition to being advocates for our theatres and our plays, we as arts marketers must be advocates for the human condition.
As always read the entire post on the 2am site. It’s written by Alli Houseworth and asks some pertinent questions about the morality of arts marketing.