Rethinking relevance in 2023
Austin Opera’s Timothy Myers asked recently, "What would have to happen so that the next time there's a pandemic, all arts workers are deemed essential?"
It’s a great question. How do we make the arts so relevant that society at large finally recognizes its vital importance for physical wellbeing, mental health, and unifying sense of shared humanity?
The answer lies in the etymology of the word relevant.
Like all buzzwords, the meaning of "relevant" has been diluted by overuse. But an etymological search yields a fascinating discovery:
Our word relevant comes from the French relevant meaning depending upon or, originally, helpful. The French word originated from the Latin relevare meaning to lessen, lighten, lift up, free from burden; to help, assist, comfort, console.
It's also linked to the word relieve—to allow respite or diminish the pressure of, provide for; also, figuratively, take heart or cheer up.
This is my Big Idea for arts marketing and audience development in 2023:
Being relevant means shifting our focus from an inward-facing reverence of our art—which Priya Parker would say is conflation of category with purpose—to an outward-facing mission where we prioritize the need in our communities.
What would that look like? How would that change our priorities, our resource allocation, audience development, marketing, fundraising? It’s a question we should all be asking as we head into the new year.
U.S. Surgeon General Vivek Murthy frames it eloquently:
The arts are “a powerful yet largely untapped source of healing…They allow us to express pain and purpose, joy and solidarity. They give us a way to share individual experiences and to connect to one another.
“[They] help us understand our distinct identities and our universal humanity,” Murthy continues. “They connect us to our past while helping us imagine a better future. And they deepen our sense of self, while bringing us into meaningful encounters with one another.
“The arts can help us build a foundation for engaged, integrated, and connected lives, and that has everything to do with health.”
What could be more relevant than that?
