Ruth Hartt — Flipping the Script on Arts Marketing

About episode 18:

Over the past 40 years, the arts sector has faced a steady decline in audience attendance—yet many cultural organizations still rely on outdated, insider-focused marketing strategies. In this episode, arts marketing strategist Ruth Hartt offers a compelling alternative: a forward-thinking, audience-first approach designed to drive audience development and increase engagement.

With a unique background as both a professional opera singer and a business innovation expert, Ruth draws on the late Harvard Business School professor Clayton Christensen’s “jobs to be done” theory—a groundbreaking consumer behavior framework that reshapes how arts organizations can connect with new and diverse audiences.

Instead of promoting artistic features or targeting broad demographics, Ruth encourages arts leaders to identify the real-life needs audiences are trying to meet—like stress relief, emotional connection, or inspiration—and position the arts as a relevant and accessible solution. Her message is clear: this shift doesn’t dilute artistic integrity; it strengthens public resonance.

Featuring real-world examples like the Peabody Essex Museum’s “Escape the Algorithm” campaign, Ruth illustrates how reimagining arts marketing strategies can unlock new audience segments and reinvigorate cultural participation. She also confronts common pushback around treating audiences as “customers,” reframing it as a mission-driven approach to expanding impact.

Whether you’re an arts administrator, nonprofit marketer, creative professional, or advocate for cultural engagement, this episode is a must-listen for anyone ready to rethink how we build audiences for the future of the arts.