Journal of Development Communication And Applied Theatre

In an era marked by rapidly shifting consumer preferences and intense competition from digital and leisure alternatives, the live-performing arts industry-especially in developing contexts such as Nigeria-faces significant audience attrition. Contemporary audiences are digitally literate, highly selective, and increasingly expect personalised and engaging cultural experiences. In response to these challenges, this paper examines audience development as a strategic, research-driven approach for enhancing the socio-economic viability of the live-performing arts sector. Moving beyond traditional marketing, audience development is positioned as a holistic, organisation-wide commitment to attracting, retaining, and deepening relationships with diverse audience segments. Drawing upon established models of audience development and competitive strategy, this study investigates the transformative potential of these frameworks through participant observation, focus group discussions, and case study analysis. The Musical Society of Nigeria (MUSON) Centre is presented as a model institution that has successfully employed well-researched audience development strategies—such as segmented communication, adaptive programming, and relationship cultivation—to sustain vibrant, loyal patronage despite prevailing challenges. Findings reveal that MUSON's deliberate investment in audience engagement not only enhances attendance and revenue but also reinforces its cultural mission and social relevance. The paper argues that audience development is not merely a promotional activity but a critical competitive strategy for ensuring the economic sustainability and cultural impact of live performing arts institutions. It concludes that without such intentional strategies, live-performance organisations risk obsolescence in an increasingly fragmented and demanding entertainment landscape.

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