This was one of the findings in Business and Arts South Africa's (BASA) biannual Artstrack Research into the state of arts sponsorship in South Africa.
The BASA Artstrack Research, conducted by BMI, tracks consumer engagement in the arts as well as perceptions of the arts and its sponsors. The research is commissioned as a resource to BASA's approximately 160 members, in support of their arts sponsorship engagement.
The study revealed that while the diverse nature of the arts enables a greater degree of strategic alignment between the sponsor and the property, and the enormous potential for unique associations and brand engagement, the notion of the arts is often a confusing concept. The public has many different interpretations of what it means with the term "arts" relating more to the visual than to the performing arts in many people's minds. The word "culture" was even more confusing.
Other findings showed that music got the lion's share of all sponsorship and received an estimated 54% of the spend. Other arts showing growth included museums, theatre and ballet. An overwhelming 71% of those polled wanted business to become more involved in arts sponsorships while they also felt it incumbent on government to participate.
BASA's Artstrack Research kicks off the organisation's year-long focus on arts and business research, anchored by the annual Business Day BASA Awards, supported by Anglo American. Entries for the awards, which reward excellence and innovation in the field of business support for the arts, open on Monday, 19 March with the award ceremony taking place at the end of August.
In order to continue to build relationships between the arts and big business, BASA will launch its innovative art sponsorship management and measurement toolkit, funded by UNESCO and the National Lotteries Distribution Trust Fund, for business in April. Workshops in Johannesburg, Durban and Cape Town, supported by Hollard and Art Insure, will introduce the toolkit to business as well as provide an opportunity to investigate implementation opportunities.
