June 15th, 2020

Is de-commodification the answer?

Streaming or broadcasting an ancient art form is a stop-gap solution that may have long-term consequences. Producers must think very clearly about what's really at stake by freely distributing productions online that were meant to be experienced live.

​As "stay-at-home" orders are lifted, even if producers take extensive precautionary measures on behalf of patrons, we must think critically about how we'll attract patrons back into our theaters, not because they're afraid we haven't taken precautionary measures on their behalf, but because we've already given them ​

In an article published to ​https://theconversation.com, Dr. Caitlin Vincent eloquently describes the pitfalls of moving live programming online:

"In this climate, digital content may be the only means for sustaining the sector in the medium-term. But a problematic precedent has been set. 
In the initial panic of moving their artistic offerings online, companies have undervalued their own product. In this regard, we can see clear parallels with the newspaper industry’s shift to online platforms over the last decade. After initially offering online news for free, the industry is still struggling to shift consumer expectations, with major repercussions for both journalists and papers.
To survive, arts organisations must establish a monetised business strategy for online performances and presentations. But this shift must be navigated carefully, particularly by companies that began with an open-access model and now risk alienating audience members."

Joe Haj, artistic director of the Guthrie Theater in Minneapolis, delivers a powerful, heartfelt message on the importance of live performance.