Whatever the philosophical beliefs of artists, having tools that help them understand their audience or market, will enable artists to make more informed, strategic choices about how to diversify their sources of income to ensure that they are able to make a living as creative practitioners.
The Arts Marketing Toolkit is a guide that explores different ways of building and sustaining public identity for individual artists and arts organizations. Constructing a sustainable arts livelihood is about understanding perceptions of power relations in economic contexts, and being able to make the appropriate choices in these environments.
Case studies from various countries in Africa and different arts sectors are used to embed this marketing philosophy into practical examples. Worksheets have been developed to encourage readers to participate and reflect on the toolkit information with evidence from their own precise contexts.