Nineteenth International Conference on the Arts in Society

Abstract

This study examines the integration of new media and technology in the context of performing arts marketplaces, focusing on the Adelaide Fringe Festival as a case study. Performing arts agents, key facilitators in the discovery and promotion of performing groups, utilize festivals, competitions, and exhibitions as primary avenues for scouting talent. The Adelaide Fringe Festival, established in 1960 and now one of the largest of its kind globally, epitomizes how traditional arts festivals are evolving into sophisticated trade platforms. These platforms treat various forms of performing arts—such as music, dance, theater, acrobatics, and magic—as commodities, facilitating their trade between buyers and sellers at designated times and venues. This paper explores how emerging technologies and new media have transformed these festivals from mere cultural gatherings into dynamic trade fairs. It analyzes the mechanisms through which these technologies support the operational needs of arts agents and the broader implications for the market dynamics of performing arts. By delving into the technological underpinnings that enhance and sometimes complicate these interactions, the study aims to provide insights into the future trajectory of arts marketplaces and their role in the global cultural economy.