Business and Arts South Africa (BASA) announced
the launch of ArtsTrack No 8 at the
end of July.
The 2019 iteration of the report is the
eighth update of the original version, tracking consumer engagement, and their
perception of arts and culture, and its attendant sponsors. The launch took
place at a glitzy event held in the heart of Johannesburg, at the Museum of African
Design (MOAD), and included performances from poet Bongani Mathebula (25
Magic).
Undertaken biannually by BMi and
commissioned by BASA, ArtsTrack aims
to evaluate the popularity of music, arts and cultural events, including
closely quantifying and analysing audience sizes, genres, and other key
demographics of those with an interest in these areas. For nearly two decades,
this wide-ranging research has been a key and exclusive resource for BASA
members and is of particular value in their ongoing engagement with arts and
culture sponsorships/partnerships. More than just a paper exercise, each update
offers the chance to reignite the conversation around arts and arts’
sponsorship, between key players within both business and the arts.
As BASA Head of Research and Development,
Madeleine Selmer-Olsen affirms, “Research is core to BASA's work, and ArtsTrack is a key property in this
regard, offering our members a powerful tool to make the most of the shared
value that partnering with the arts can bring. It also provides valuable
insights for those considering entering into arts sponsorship, as well as for
the arts and culture sector regarding audiences and sponsor engagement. The aim
of ArtsTrack is to evaluate the
popularity of music, arts and cultural events amongst South Africans, and
quantify and analyse these audiences and their demographics. Qualitative
research on the broader arts and entertainment industry is provided in the
research, including attitudinal impacts and sponsorship association levels of brands
that are currently active in this space.”
Nandi Dlepu, founder of creative agency
Mamakashaka, was the evening’s guest speaker, and offered further insight into
the vital role ArtsTrack plays within the creative economy. Mamakashaka’s aim
is to make a meaningful contribution to building platforms and opportunities
where creative entrepreneurs can not only express themselves, but thrive. This
perfectly dovetails with BASA’s mandate – and by association ArtsTrack’s – to ensure the relevance
and sustainability of the arts in South Africa, and BASA’s function as a
leading connector catalyst and resource that supports a better understanding by
business, of the arts.
Also present as a speaker was sponsorship
and events manager at Old Mutual, Bandile Mngoma, who unpacked Old Mutual’s
latest creative venture – AMPD Studios. Situated in Johannesburg’s vibrant
Newtown, the AMPD Studios have been created to amplify Africa’s mega-musical
talent, and to help inspire and financially empower a new generation.
The minimalistic space was filled with
vibrant artists and BASA members alike. At the end of the evening, both
business and the arts understood and had a revived sense of the importance of
their role in the creative sector.
For more information visit www.basa.co.za
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