Back in 2003, Nicky Nicolaou and the Arts Council of New Zealand put together an incredible manual on arts marketing called Smart Arts: Marketing the arts in New Zealand.
The blurb on the back of the book says:
“Inspire the public with your passion for the work. You know how much they’ll enjoy it so get out there and tell them about it.”– Nicky Nicolaou
author of Smart arts
This is hands-down the best book on arts marketing to come across this desk. The good news? It’s free!
If you’re even the slightest bit interested in arts marketing, download the PDF here: Smart Arts: Marketing the arts in New Zealand. Print it off. Devour it once, and then refer to it often. You’ll be glad you did.
(Most of the New Zealand-specific passages are easily transfered to the North American marketing landscape.)