Exporting creative concepts rooted in Arts and Culture

Many producers of touring experiences consider creative concepts based on intellectual properties (IPs) or themes that resonate across multiple markets to ensure global success. However, when it comes to IPs and themes within the spheres of arts and culture, Habo’s studies reveal a significant challenge in meeting the diverse expectations of audiences across different markets.

While the consumption of arts and culture varies significantly between markets, it also holds different meanings. Producers must understand consumer behaviors and expectations to adapt their touring strategy accordingly.

Taking the case of Europe vs. North America, Habo identifies key factors producers should consider.

In Europe, artistic and cultural activities are deeply entrenched in consumption habits across all age groups. These habits are reinforced by public policies promoting accessibility. Since 2009, the European Union has mandated free admission to permanent collections in national museums for EU nationals under the age of 26. Such initiatives help democratize access to arts and culture, facilitate artistic and cultural education, and make these institutions widely accessible across different demographics. This accessibility supports a strong cultural presence in the daily lives of Europeans, spanning generations.

In North America, cultural activities are far less widespread than in Europe. Based on Habo’s recent studies, only 30% of North American entertainment consumers have visited paid art museums, exhibitions, or galleries in the past 12 months, compared to about 55% in key Western European markets such as France, Italy, Spain, and the United Kingdom.

While cultural consumption in Europe is consistent across age groups, in North America, art museums and galleries attract a different audience: visitors tend to be older (significantly higher penetration among those aged 45+) and tend to have higher levels of education.

Instead, there is significantly higher consumption of pure entertainment products, such as festivals and live performances, which are consistently more popular across the U.S. compared to Western Europe. The perceived entertainment value of a creative concept carries much greater importance in this market.

Cultural nuances: the key to market adaptation

While consumption habits can indicate the potential success of entertainment activities, understanding cultural nuances is equally critical to crafting an effective strategy.

• In Europe, where artistic and cultural activities are deeply rooted in consumption habits, expectations for creative concepts exploring these themes are significantly higher. Consumers are highly sensitive to the integrity of artistic and cultural symbols. Creative concepts based on IPs or themes of arts and culture should enhance cultural heritage while maintaining authenticity to gain audience trust and engagement.
• In North America, creative concepts are judged primarily by their ability to entertain. While concepts based on arts and culture can include an educational component, it is crucial to also deliver the expected level of excitement and uniqueness.

Striking the right balance

Successful market adaptation is about balancing authenticity and appeal. While cultural heritage resonates in Europe, entertainment value drives engagement in North America. By integrating these nuances from the start, producers can craft touring experiences that captivate diverse audiences without compromising creative integrity.