New ways to communicate the value of art

To inspire change in the way people talk about art, Youth Arts Queensland (YAQ) has partnered with Queensland Theatre Company (QTC) to present a professional development event in Value Based Language.

Internationally renowned producer and artist John-Paul Fischbach will present two professional development events on 18th and 19th March at QTC's Billy Brown Studio in South Brisbane.

The events will provide artists, arts practitioners and organisations with the skills to change the way they talk about their art by using Value Based Language. Value Based Language is a new way of thinking about work designed to connect with others in a more meaningful way. To be presented in the form of a marketing strategy, Fischbach believes that language is the key to better promoting products and art.

He explains "if you have all the money you need, all the support you can use and have the audience you want ... great, (but) if not, it is time to learn to talk about your art in a way that will create more money, more support and a bigger audience.

"We have to stop talking about the art and learn the language of value and benefit. We've never been good at selling, but we are awesome at sharing our passion."

YAQ Creative Director Imogene Shields also believes that it is important for the arts industry to market effectively to reach new audiences and to enhance the way we talk about the value of the arts.

Shields adds "the arts are a vital societal need, but our industry constantly needs to defend the value of the arts as essential. Perhaps the arts industry as a whole needs to improve the language we use to convey the value of our work and communicate the benefits of the arts."

Fishbach is an international producer and director of both theatre and film. In 1997 he transitioned his large theatre company to using Value Based Language and continues to be a passionate advocate of changing the way we talk about the art.

Event 1 Monday 18th March: 'So you wanna do smarter more effective marketing? '

Discover Value Based Language, a new way of talking about your work that will connect with others in a more meaningful way. This is the new marketing strategy that John Paul has been using with independent artists, small / medium arts organisations, and arts venues that will inspire and attract others, create an audience, and recruit supporters. This event is artists and artsworkers across all artforms.
Venue: Billie Brown Studio, QTC, Brisbane.

Event 2 - Tuesday 19th March: 'Facilitated Youth Arts Creative Capital Roundtable'

John Paul will host this Roundtable for Youth Arts Organisations, and for large arts organisations that aim to increase their engagement with young people. Participants will learn about the power of the benefits that their organisation delivers and find opportunities to shape your communities and build a collective voice to work with Government to achieve policy objectives.
Venue: Billie Brown Studio, QTC, Brisbane.

For more information or to book places at the events go to www.yaq.org.au/index.php/value-based-language