Cracking the Millennial Art Audience Attraction Code The biggest generation in the UK right now is the millennial generation (those born between 1980 and 1996). They probably comprise a sizable portion of your target audience, particularly in the arts industry.
A recent poll by UBS and Arts Economics found that millennials were the age group that spent the most money in 2020 on art events. To get greater attention, clever artists, performers, galleries, and event organisers are using the younger market.
Do you want to attract younger people to your next art event? Get a feel for the millennial event trends by reading on to learn more.
Millennials are experiencing-driven (and aesthetics)
The experience of art. Additionally, 78% of millennials say they would rather spend their money on experiences and activities than on things. So provide millennial art enthusiasts with a memorable experience (and that they can post on Instagram).
Let’s take a look at one of Performance Platform’s performances that fuses art and performance as an example. The group ITZATNA and artist Alicia Radage are featured in their multimodal performance. Participants are encouraged to take part in a live ritual inspired by indigenous resistance.
This kind of event appeals to millennials since it is distinctive and may provide them with the chance to share amusing information on social media.
Young adults have FOMO
You could try to include some FOMO, or the fear of missing out, if you want to draw in this age range. 70% of millennials, according to an Eventbrite poll, worry about missing social gatherings, particularly if they know their friends will be present
By putting a focus on scarcity in your marketing, you may capitalise on their FOMO. Through ticket tiering, you may, for instance, provide restricted tickets or exclusive deals. This enables you to associate certain ticket classes with particular advantages. For instance, VIP tickets often have a limited supply and benefits like preferred seats or free refreshments. Create a buzz about your event in advance to create interest among your audience’s friends and on social media.
Millennials seek for exotic meals (literally)
This group is open to trying different kinds of food. In fact, research shows that millennials are more prone to buy specialty meals and even try 46 new dishes on average per year.
In keeping with this trend, you may draw millennials to your event by advertising that it will have both distinctive art and unusual cuisine. This concept was executed flawlessly by Bohemia Place Market, whose Black-Owned Hackney Night Market event included vendors offering handcrafted apparel and gifts. Additionally, it collaborated with Black Eats LDN to provide vegan and non-vegan food. Spiced rum and ginger puffs, shrimp fried rice in pineapple bowls, and black bean hummus with plantain chips were just a few of the inventive snacks on offer.
Consider new options while creating the menu for your next art event. Include a meal chock-full of novel and delectable pairings. Not only does include a food component improve interest in your art event, but it also boosts sales, encourages guests to stay longer, and offers a chance for cross-promotion. Additionally, some visitors may come for the cuisine but remain for the art
Millennials are very interested in sustainability.
The social and environmental consciousness of this generation is a defining characteristic. Additionally, millennials live up to their green ideals. A sustained event would thus be quite effective with this age group.
Not sure where to begin? Consider Norfolk Beach Cleans, the founder of Eventbrite. Its Beach Litter Art class offers aspiring artists the opportunity to create amazing works of art using items they find on the beach.
You may include some works of art that are sympathetic to the environment or that provoke thinking.
- Use digital banners, receipts, and programmes to become paperless.
- Offer sustainable and organic eating options
- Establish adequate recycling and trash disposal practises.
- Plan collective transportation to cut emissions
- Millennials have less money to spend.
- Millennials have less money to spend than earlier generations. They may have greater expenditures since they have stayed in school longer, entered the workforce later, and had more expenses (ahem, student loans).
As a result, millennials are less willing to shell out a lot of cash on artwork or events. On average, millennials spend £400 per year on visual and performing arts activities. When setting the price for your event, try to discover their sweet spot for spending and keep accessibility in mind. For instance, a “pay what you can” ticket policy enables visitors to make whatever payment they find feasible. This is a fantastic method to increase accessibility for millennial art enthusiasts on a tight budget. In order to provide prospective attendees a range of pricing points to select from, you may also offer several ticket levels.
Social media is how millennials interact with the art world.
Millennials are kept up to date on all of the latest developments in the art world through social media, including trends in the performing arts and art festivals. One of the most effective strategies to promote your event to millennials is to create social media advertising campaigns.
It’s no secret that this generation of digital natives has a bond with technology. And since they are so computer savvy, they even like art (yep, we’re talking about NFTs).
Millennials are more likely than previous generations to collect NFTs, according to a Morning Consult poll. The poll also found that people in this age bracket invest in or collect NFTs as a hobby. Why not use this art movement in your event as a creator? You could, for instance, have a live NFT auction.
Another tech-friendly option is to host events virtually. Here are a few concepts for online arts events:
- Have artists draw illustrations in real-time using digital live scribing.
- Online concerts
- stand-up comedy performances online
- Online classes for poetry or art
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