Last week, we heard several leaders call for and outline new directions for the arts field – the directions may be viewed as revolutions or simply a guided evolution from the current status quo. Nevertheless the ideas presented offer a vision for the field where diversity, authentic engagement, funding parity, branding, audience data, play, blurred divisions, and catalytic professional networks, among other things, give arts administrators a greater understanding of a communities’ needs, wants, and aspirations in order to ensure we are serving as well as leading all segments of our community with and through the arts.

Let's talk about starting a revolution. For rising arts leaders, we have a unique time period when our voices are not only valuable and needed as employees, but also make up a desired audience. Many of our institutions want to engage the young professionals and, hey, that's us! The world is changing and our organizations are trying, desperately, to catch up. The idea of "audience engagement" seems to be subjective but constantly discussed in our industry as a must-have. But what would be the best way to bridge our work with our peers?

In Boston, a nonprofit organization called the Theatre Offensive came to the conclusion that the work they were doing – the work that their mission mandated – was stale. When the company was founded, it was a challenge to find live performances that addressed LGBT issues and contained LGBT characters. TTO strove to make that comment widely available in Boston. Now that theatre addressing sexual orientation and gender identity has become common in Boston proper, TTO’s adherence to its mission - to make queer-themed plays accessible - suddenly feels out of touch with the energy behind its founding.

Looking around during performances at the Atlanta Symphony Hall, it is clear the Atlanta Symphony Orchestra (ASO) struggles with a lack of diversity on stage and in their audience. The problems facing the 70-year old symphony are not unique. In fact, symphonies nationwide are tackling the issue of diversity with Blacks and Latinos making up less than 4% of national symphony musicians. The New York Philharmonic hired its first African-American principal musician in 2013 and The Chicago Symphony Orchestra has only one Black member who was hired more than a decade ago.

On July 26, 1990 the Americans with Disabilities Act (ADA) was signed into law by President George H.W. Bush. I was five years old and the child of a father who was hard-of-hearing. I knew that my dad wore hearing aids, but I never really thought about it. My dad was my dad. Like most five year olds, a law as significant as the ADA was lost on me. But I needed to know why there were captions on the TV that obstructed my cartoons! I was curious why these words were on the screen. This was the beginning of my curiosity that led me on the path to become not only a disability advocate, but a museum educator. I remember when “the black box” (closed captioning box) arrived at our house. Our neighbors had a deaf son and they wanted to share this new and innovative technology with us. It’s hard to imagine that something like this was cutting edge! Especially 25 years later when I’m working with telepresence robots!

When we think of sectors of society that help to solve the challenges of underserved communities, some of the first that come to mind are education, healthcare, and job training. The Arts? Not so much. But the Arts can improve quality of life, transform the human condition, and amplify a voice for a community or neighborhood. When asked about the word "brand," arts groups think of design, color, websites, and logos. Rarely do we think of social change and brand in the Arts. Something is happening in Memphis that is about to change the way we think about the brand of the Arts in our communities.

Below is a conversation between Linda Steele, Chief Engagement and Outreach Officer at ArtsMemphis, and Chris McLeod, an Arts Marketing and Branding expert and member of the ArtsMemphis National Community Engagement Advisory Council, about the arts re-branding revolution that is occurring in Memphis.