Why the arts sector loves long lead announcements

Revealing the centrepiece of your program months in advance has become a common tactic, but what value do such announcements serve?

Sydney Festival’s Aquasonic. Photo by Jens Peter Engedal.

Summer festival season is months away, but already the likes of Adelaide Festival, Sydney Festival and Perth International Arts Festival (PIAF) have begun to tantalise audiences with select announcements about their 2017 programs.

There are many reasons for doing so. Glossy publications such as Australian Traveller, Good Weekend and airline in-flight magazines routinely plan their coverage many months in advance, and arts organisations don’t want to miss out on a valuable listing or two-page spread in such publications.

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Richard Watts OAM is ArtsHub's National Performing Arts Editor; he also presents the weekly program SmartArts on Three Triple R FM. Richard is a life member of the Melbourne Queer Film Festival, a Melbourne Fringe Festival Living Legend, and was awarded the Sidney Myer Performing Arts Awards' Facilitator's Prize in 2020. In 2021 he received a Lifetime Achievement Award from the Green Room Awards Association. Most recently, Richard received a Medal of the Order of Australia (OAM) in June 2024. Follow him on Twitter: @richardthewatts