Seeing Beyond the Curtain 2: Insights from CloudJoi Connect Ep. 4 at George Town Festival

In the vibrant heart of Penang, as the George Town Festival unfurled its cultural tapestry, the Digital Penang Event Hall became a sanctuary for a transformative event. "CloudJoi Connect Ep. 4: Seeing Beyond the Curtain 2" emerged as a beacon for the performing arts industry, attracting a diverse assembly of artists, producers, and enthusiasts. Held on July 22, 2024, at 4:00 PM and 8:00 PM, this forums transcended mere discussions of marketing and finances, delving into the very essence of the performing arts. It underscored the critical importance of strategic planning, audience engagement, and an unyielding drive for innovation. The day's sessions left an indelible mark, providing both practical insights and profound inspiration as the industry's leading minds shared their experiences and visions for the future.

Forum 1: Just Put Up a Poster and Tickets Sell Automatically?

The inaugural session sets the stage for a candid discussion on the realities of ticket sales and audience behaviour. Panellists William Yap (W), the visionary co-founder of W Productions, and Mahyar (M), the co-founder of Just Jokes, will share insights into the challenges and strategies that define their success in the theatre and comedy scenes, respectively. From the enigma of last-minute ticket purchases to the potential of early bird sales and the intricacies of setting up multiple sales channels, this session is a treasure trove of knowledge for anyone navigating the performing arts industry.

Q1: Based on the CloudJoi Annual Data Report 2023, we explore audience behaviours and ticket purchasing trends. Last-minute ticket sales often spike, presenting a challenge and an opportunity. How can we leverage this behaviour? 

(W): “In the theatre industry, last-minute ticket sales are a norm rather than an anomaly. Malaysians, in particular, have a penchant for purchasing tickets just before the showtime. To leverage this behaviour, W Productions focuses on creating a sense of urgency and exclusivity. By strategically releasing limited seats or special offers closer to the event, we can capitalize on the impulse buying tendency. Additionally, partnering with ticketing platforms that offer express checkout options can streamline the purchasing process, making it more convenient for last-minute buyers.”

(M): “Just Jokes has observed similar trends, with a significant portion of our audience opting for last-minute tickets. To encourage early sales, we've experimented with various strategies, including exclusive early bird discounts and bundling tickets with merchandise. However, the key to success lies in understanding our audience's preferences and tailoring our marketing efforts accordingly. For instance, we've found that promoting the spontaneity of comedy and the live experience can sway some audience members to buy tickets earlier.”

Q2: Are there new strategies to boost Early Bird sales? 

(W): “To boost early bird sales, it's essential to create compelling reasons for people to commit in advance. Offering substantial discounts or unique perks such as meet-and-greets with performers can incentivize early purchases. Additionally, we've found that engaging with our audience through social media and email marketing, providing them with sneak peeks and behind-the-scenes content, can build excitement and encourage early ticket bookings.”

(M): “At Just Jokes, we believe in creating a sense of community and exclusivity. By offering early bird tickets to our mailing list subscribers first, we reward our most loyal fans. We also emphasize the value of planning ahead and experiencing the show with less stress, which resonates with some audience members.”

Q3: What does "setting up multiple sales channels" mean for the performing arts, and where do we find these channels?

(W): “In the digital age, it's crucial to diversify our sales channels. This includes partnering with various ticketing platforms, leveraging social media sales, and exploring direct sales through our website. By making tickets accessible through multiple channels, we can reach a wider audience and cater to different consumer preferences.”

(M): “Just Jokes has found success by not only selling tickets through traditional platforms but also by exploring pop-up sales at events and collaborating with local businesses. The key is to be where your audience is and to make the purchasing process as seamless as possible."

Q4: Consistency in creating works and shows is crucial for building an audience. What are the best practices and concerns in curating these works? 

(W): “Consistency in creating works is vital for building an audience. We focus on delivering quality content that resonates with our audience's interests and values. This involves rigorous market research, staying in tune with industry trends, and maintaining open lines of communication with our audience to understand their evolving preferences.”

(M): “At Just Jokes, we believe in the power of variety and fresh content. To keep our audience engaged, we rotate our line-up regularly and invite new talents to perform. Consistency for us means providing a reliable platform for comedy while continuously innovating to keep the experience fresh and exciting.”

The experiences shared by William Yap and Mahyar highlighted the critical strategies of creating urgency, diversifying sales channels, and ensuring consistency in content creation. Their insights demonstrate that by deeply understanding and responding to audience behaviours and preferences, arts organizations can effectively navigate the complexities of ticket sales and cultivate a more engaged and loyal audience. This session reinforced that while data-driven approaches are important, a nuanced grasp of audience dynamics and a commitment to innovative strategies are essential for success in the performing arts industry.

Forum 2: Beyond Data – Unseen Factors in Successful Productions

The second forum takes us deeper into the heart of what makes a production successful. With panellists Bilqis Hijjas (B), Director of Rimbun Dahan, Ling Tang (L), Artistic Director of George Town Festival, and Tan Cher Kien (T), producer of Instant Cafe Theatre and owner of Siring Siring, we delve into the unseen factors that contribute to a production's triumph. Beyond the numbers and analytics, this session explored the role of passion, creativity, and the intangible elements that resonate with audiences.

Q: While data on ticket prices strategies, audience spending power, age demographics, and seasonal trends are crucial, what other factors are often overlooked? 

(B): "Building a credible reputation is key to securing resources. It's about consistent effort in networking and establishing a foundation for future opportunities. This isn't just for immediate financial gain, but for long-term support from various levels."

(L): "Networking goes beyond financial support. It fosters international collaborations and creative exchanges, leading to invaluable opportunities that can't be quantified solely in monetary terms. These relationships are crucial for the growth and innovation in the arts."

(T): "Collaboration brings a richness to a production by incorporating diverse perspectives and skills. This leads to more innovative and impactful outcomes, enhancing both the artistic quality and the overall audience experience."

(B): "Strategic partnerships are instrumental in accessing resources that might otherwise be unavailable, from funding to venues to talent. These partnerships play a crucial role in the success of a production."

(L): "As the Artistic Director of the George Town Festival, I've learned that curating a program that resonates with the audience and enriches the cultural scene is key. It's not just about the number of productions or the international status of the artists."

(T): "Securing a festival spot involves timing, relationships, and the quality of the work. It's a complex process, but getting a spot can significantly boost a production's visibility and success, making it a pivotal moment for the production's trajectory."

Success in the performing arts is multifaceted, where human elements like networking, collaboration, curation, and strategic partnerships are as critical as data analytics. These unseen factors breathe life into artistic endeavours and ensure their vitality and longevity. We encourage you to recognize and cultivate these intangible aspects alongside data-driven strategies for a holistic approach to success in the arts.