So, where to (So-we-to) with audiences? An explorative inquiry into audience development strategies at Soweto Theatre in the period 2019-2023

Abstract

Theatre does not exist without an audience; it is imperative that theatre’s find new and innovative strategies that will develop audiences as the sector continues to face a drop in theatre attendance. Through a qualitative inquiry and Soweto Theatre as the case study, this research explores audience development strategies implemented at Soweto Theatre between 2019 and 2023. This period saw the biggest decline in theatre audiences across the theatre sector in South Africa and abroad due to the effects of the Covid-19 pandemic. The findings reveal the necessity of organisational restructuring, improved internal and external communication among the staff, clear task allocation and role management, as well as strategic management alignment in order to improve its audience development strategies. Storytelling is introduced as one of the key concepts to audience development. Storytelling integrates more process-related content into marketing initiatives such as social media which allows for audiences to get a taste of what to expect and to be a part of the storytelling process. Soweto Theatre, symbolises a catalyst for cultural democracy, fostering social cohesion and community empowerment. This research report concludes that digital platforms such as social media can be used to disseminate information, for outreach, arts education and cultural inclusion. Furthermore, nurturing young talent, and forging sustainable partnerships is pivotal in democratising the arts and cultivating a more inclusive cultural space. Collaboration among arts organisations and youth development programs across various theatres can further enrich experiences and heighten opportunities for emerging artists, contributing to the growth of audiences in South Africa's dynamic creative and cultural industries.