As an artist or arts organization, you have to be able to market your creative offering. And, since you’ll be competing with other art professionals, as well as every other place that people spend their discretionary income (e.g. restaurants, bars, clubs, movies, amusement parks, sporting events, etc.); you need to make sure your efforts are targeted and compelling. Marketing Demystified is an introductory course that will explain marketing basics like market research, segmentation, positioning, pricing, distribution, promotion, and designing your creative offering.

This course will require approximately 1-2 hours of your time, but you can always save your place and return at your convenience.

This course was developed as a collaborative effort of the Fractured Atlas staff.

This course will provide key points on the logistics of producing, from theatrical productions to one-night events. There will be a special focus on producing for theatre, but many of the points can be applied to producing events in dance and music as well. Each section will examine key points in a producer’s planning process as well as nuts and bolts information about producing. Topics covered will include: venue selection, fundraising, financing, Equity Showcase code and other rules, licensing, marketing, and tips for how to keep track of it all. The course will include recommended reading, discussion questions, an online forum to chat with other producers and the professor, and assignments to help you practice.

This course should take about 3-6 hours to complete, but you are free to start and stop as you wish!

Course Instructor: Michael Roderick has produced at Manhattan Theatre Source, Theater Row Studios, Where Eagles Dare, the Dorothy Strelsin Theatre, the Red Room, the Bridge Theatre at Shetler Studios and has produced shows in the NY International Fringe Festival, the Midtown International Theatre Festival, and the Samuel French Off-Off Broadway Short Play Festival, among others. He has worked as an office associate for Davenport Theatrical Enterprises and has Off Broadway Associate Producing credits with the musical ROOMS a Rock Romance at New World Stages and with The New Hopeville Comics at The Chernuchin Theater at ATA. Michael is currently the program director for Self-Producing Artists at Theater Resources Unlimited. Michael is also a graduate of the Commercial Theatre Institute’s 14-week Program as well as the six-week Creative Intensive Program. Michael is the organizer of the Independent Producers Alliance of New York and he holds a BA in Secondary Education English and Theatre Performance from Rhode Island College as well as a Masters in Educational Theatre for Colleges and Communities from New York University. He is the Artistic Director of Fractured Atlas member organization Small Pond Entertainment.