Why are we here? It’s tempting to believe that the future of the performing arts will be defined by digital access. But as Seth Godin and Jill discussed at APAP 2025, that’s not the future. Not because the technology won’t exist, but because the arts are not about mere consumption. They are about presence. About being part of something extraordinary - it’s about realness.
The Power of Presence
One of the most striking observations in this discussion is that what audiences truly pay for is not the product but the experience—the proof that they were there. A speech streamed online carries the same words as one delivered in person, but it lacks the communal energy, the commitment, the undeniable proof that something special is happening. The same is true for the performing arts.
Why do people attend live theatre, symphonies, or dance performances when they could listen to a flawless recording or stream a performance in 4K? Because the friction of the experience—the journey to the venue, the gathering of people, the uniqueness of each moment—creates meaning. This is the part of art that isn’t going away.
As Seth reflects, live performance is not just about the notes played or the words spoken. It is about tension and release, connection and transformation. It is about feeling that you’ll be missed if you weren’t there, that something impossible just happened before your eyes, that for a fleeting moment, you were part of something larger than yourself.
What We Own, What We Offer
The danger facing the performing arts today is not a lack of technology, funding, or even audiences—it’s a lack of clarity about purpose. Passion alone isn’t enough, nor is simply chasing the biggest possible audience. If the arts industry clings to outdated structures without asking why they exist, it will fade. But if it returns to the core purpose—creating meaningful change—it will thrive.
Your building is not the point. Your history, while valuable, is not the point. The point is the value you create:
For your artists and performers—inspiring them to new creative heights.
For your audiences offering moments of awe, heartbreak, joy, and transformation.
For your organization providing meaningful careers and ensuring the arts remain vital, relevant, and necessary.
The question we must ask ourselves is not how do we survive? but how do we get back to why we are here? Because the moment we forget that, we stop mattering.
Practical Resources for a New Era
The question we must ask ourselves is not how do we survive? but how do we get back to why we are here? Because the moment we forget that, we stop mattering. If you are ready to move beyond survival mode and reclaim the transformative power of the arts, here’s where to start:
Join APAP Engage with a community dedicated to advancing performing arts. APAP offers a wealth of resources, networking opportunities, and insights that can help you pivot in a changing environment.
Discover Seth Godin’s New Book Dive into fresh perspectives on marketing and audience engagement. Godin’s latest work This is Strategy: Make Better Plans is a must-read for anyone ready to move beyond traditional outreach and embrace a more authentic, connection-driven approach.
Connect with TRG Arts Explore innovative programming and transformative initiatives led by TRG Arts. Their work exemplifies how a focus on the smallest viable audience can spark broader cultural change.
You can turn disruption into opportunity. Embrace the challenge, invest in your core audience, and lead the way toward a vibrant, sustainable future for live arts. Transform your approach today—engage with APAP, be inspired by Seth Godin’s new book, and join the innovative community at TRG Arts. Together, we can redefine the future of live arts and culture.