The Enduring Power of the Performing Arts

In an era dominated by digital distractions and instant gratification, the live performing arts—orchestral music, jazz, modern dance, opera, and theater—face unprecedented challenges. Can these traditional art forms, with their set curtain times and attendant inconveniences, compete with the always-on, readily accessible world of the internet?

The Digital Age vs. Live Performance

The internet, initially hailed as a marketing savior, has become a double-edged sword. Arts organizations now compete with thousands of marketing messages daily, vying for the attention of potential ticket buyers. Technology has also reshaped our expectations of cultural consumption. We expect personalization, customization, and instant access—demands that the live performing arts struggle to meet.

The Shifting Landscape of Leisure Time

• Gen Xers: Spent 20.7 hours online and watching TV.
• Gen Yers: Spent even more time, clocking in at 23.8 hours, primarily online.
• Entering University Students: Arrive on campus having already spent 20,000 hours online and an additional 10,000 hours playing video games.

Video games now outsell music and movie recordings combined, signaling a profound shift in cultural consumption habits. The ease of downloading music for 99 cents or accessing free content online further complicates the challenge of selling $100 symphony, opera, or ballet tickets.

A Cultural Reformation

Rather than facing annihilation, the performing arts are undergoing a fundamental reformation, akin to the religious reformation of the 16th century. This reformation, spurred by technology, involves:

• Fractious discussion
• Internal self-doubt
• Massive realignment of antiquated business models

At its heart, this reformation questions who is entitled to practice art, how they are entitled to practice, and whether intermediaries are necessary for experiencing the spiritual and divine.

The Democratization of Artistic Production and Distribution

The internet has democratized artistic production and distribution. Anyone can create and share their work globally, bypassing traditional gatekeepers. This has led to a surge in arts participation, with more people writing poetry, singing songs, and performing in various settings.

Pro-ams, amateur artists performing at a professional level, are expanding our notions of aesthetic vocabulary and challenging the cultural autonomy of traditional institutions.

The Rise of the Professional Hybrid Artist

The most exciting development in recent years has been the rise of the professional hybrid artist. These artists work not primarily in concert halls or on stages but engage with pressing social issues such as women's rights, human rights, global warming, and AIDS relief.

Examples include:

• Liz Lerman's Dance Exchange: A multi-generational dance company whose dancers range in age from 18 to 82, working with genomic scientists and nuclear physicists.
• Cornerstone Theater of Los Angeles: A collective of artists that brought together diverse religious communities after 9/11 to create plays exploring their differences and finding commonality.
• Reesa Jones: Works in women's prisons, helping women prisoners articulate the pain of incarceration.
• Playwrights and Directors: Work with youth gangs to find alternate channels to violence.

The Enduring Importance of the Arts

The performing arts are poised to become more important than ever. They are critical to the health of economic communities, generating significant revenue for local economies. Moreover, they cultivate essential skills for business leadership, such as:

• Emotional intelligence
• Empathy
• The ability to articulate change
• The ability to motivate others

In a world often characterized by hostility, fear, and suspicion, the arts invite us to look at our fellow human beings with generosity and curiosity. They promote healthy, vibrant societies, ameliorate human suffering, and foster a more thoughtful, substantive, and empathic world order.

We are bound together not by technology, entertainment, and design, but by a common cause: to promote a better world. Embrace and hold dear the arts in your work, whatever your purpose may be.