In the days of Shakespeare, a ticket to the main level of the Globe Theatre cost 6 pence, roughly equivalent to the price of a loaf of bread. Even in then, they knew that theatre was as vital to society as bread. Or, it was only as entertaining as a loaf of bread (bland and boring). Whatever way you slice it, the price of admission was cheap. Today, however, in what many perceive as the end stages of capitalism in the United States, the arts are often viewed as a luxury, reserved for those with the financial means to indulge in them.
The economic and cultural impact of making art accessible to a broader audience is evident. Think about the success of Taylor Swift's tour at AMC theaters, which made her music accessible to a wider demographic, or the groundbreaking decision to bring "Hamilton" to Disney+, allowing countless individuals to experience the cultural phenomenon from the comfort of their homes. Queen B herself (Beyoncé if you're unaware) is planning to release her filmed Renaissance World Tour on December 1!
Colleges and Universities have been bracing for the impending doom of their institutions. In 2018, it was anticipated that 25% of small colleges and universities would shutter within 5 years (and that was before the pandemic). It is evident that higher education has shifted to a business mindset and anything that does not garner profits is cut. The news for music, dance, theatre, and art programs is a foregone conclusion. We are seeing that with prominent university systems closing campuses, colleges eliminating majors in an effort to consolidate, or winding down operations all together.
Many institutions of higher learning are pivoting away from prioritizing educational outcomes and rather into the entertainment of their fans.
If a university has a top tier sports program (football, basketball, hockey, baseball) it comes with a loyal fan base decked out in the finest of gear, who are going to turn on the TV to watch their favorite unpaid children try to obliterate one another. In late stage capitalism, eyeballs are dollar signs for schools floundering for enrollment. These programs are no longer in the business of teaching. Look at the Big Ten Network/ Schools. No longer a ten team league it's a multi-billion dollar entertainment behemoth.
Name/Image/Likeness deals for "Student Athletes" (a term coined by the NCAA to ensure that students who are injured during their time will only get medical care while they are students and not after they graduate) are launching them to celebrity status. Making every college campus a new microcosm of Hollywood. One that is beneficial to people who have been exploited in exchange for a General Studies Degree.
Today, the landscape has shifted significantly, and organizations now find themselves grappling with chronic underfunding and overworked staff and are struggling to deliver their missions. Audience attendance and donor support have dwindled, particularly among younger generations. The burden of student loan repayments, the demands of family life, and the high cost of living have left many millennials seeking free or low-cost entertainment options, leaving little room for discretionary spending on the arts. Today, the people who want to engage with it the most, are often not able to spend their hard earned money on anything other than what is required.
With all of that in mind, we have to change the way we approach organizations as we approach the next century (yes, I am already thinking that far ahead). A shift from relying solely on donations, bequests, or volunteer efforts is imperative. To thrive, organizations must adopt a business mindset that seeks to balance their books while creating programming that furthers their mission. Instead of asking what is necessary for survival, let us ask what is necessary for these businesses to thrive.
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