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The arts sector has seen a steady decline in audience attendance over the past four decades. Yet many organizations continue relying on traditional marketing strategies that speak primarily to insiders—those already familiar with their art forms—rather than reaching new, curious audiences.

Ruth Hartt is challenging this paradigm with a forward-thinking, audience-first approach to arts marketing. With a unique background as both a professional opera singer and a business innovation expert, she introduces Harvard Business School professor Clayton Christensen’s influential “jobs to be done” framework—a groundbreaking theory of consumer behavior—as a powerful tool for audience growth.

Instead of targeting demographics or promoting artistic features, Ruth urges arts leaders to understand what people are really seeking—stress relief, connection, inspiration—and position the arts as a way to meet those needs. It’s not about diluting artistic excellence; it’s about creating relevant, resonant entry points for a broader public.

With examples like the Peabody Essex Museum’s “Escape the Algorithm” campaign, Ruth shows how this shift in perspective opens the door to entirely new audience segments. She also tackles common resistance to the idea of “customers,” arguing that it’s not about commercialization—it’s about making the transformative power of art accessible and relatable.

Whether you’re an artist, marketer, administrator, or advocate, this conversation is a practical and inspiring guide to reimagining arts marketing and revitalizing cultural participation.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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