• Credibility.
  • Revered position as key part of “cultural fabric of civilised society”.
  • National, local and international.
  • Large volume of activity.
  • Intergenerational.
  • Passion.
  • High quality brand.
  • Loyal customer base.
  • Long history.
  • Flexible – product, venue size.
  • Generally based on funding mix of majority box office + government + private sector, therefore reduced risk by spread of revenue streams.
  • Portability.
  • Transcends language barriers.
  • Strong commitment to education sector – long traditions of both school-based and private tuition.


  • Heavy reliance on subscriber base.
  • Aging.
  • Time constraints leading to aversion to advance non-reversable commitments.
  • More competition making ratio of marketing:sales ratio ever tighter to achieve cut-through.
  • Unapproachable/elitist image in some sectors of industry – daunting for the “uninitiated”?
  • Tension in business model between need for guaranteed sales up front and greater demand for customer-led engagement (flexible access options).
  • Parallel decrease in CD/DVD/TV material leading to very narrow brand name recognition (only the biggest get through) – doesn’t fit the “celebrity chase” fad.
  • Most companies run on stretched resources.
  • History/reputation for being risk-averse.


  • Brand strengthening through new products / programs.
  • Leverage customer base, with more focused cross-promotion within sector.
  • Develop wider audience through alliances and new formats (eg festivals).
  • Education (life-long).
  • Build on social aspect of concerts.
  • Generational transfer of wealth may lead to greater philanthropic support.
  • Technology – individualised access.


  • Reduction in corporate sponsorship.
  • Increasing artist fees and expenses.
  • Other arts bodies (competing for funding and audiences).
  • Generational change in tastes.
  • Technology – alternatives to live music.
  • Crowded school curriculum with decreased focus on music government focus on non-arts agendas.
  • Skills shortage making it difficult to retain younger staff.


Mary-Jo Capps, on behalf of Musica Viva. Submitted 14 December 2007.

Musica Viva Australia.

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