Marketing and Audience Development Strategies for Performing Arts Organisations in Abuja

This study evaluates marketing and audience development strategies employed by performing arts organisations in Abuja, Nigeria's Federal Capital Territory, examining how these institutions attract, retain, and diversify their audience base. Effective arts marketing is increasingly recognised as a professional discipline requiring strategic planning, audience research, and multi-platform communication. The research assesses the marketing approaches of five established theatre and performance organisations in Abuja, analysing their use of digital marketing, community outreach, educational programming, and partnership development as audience building tools. Data were gathered through interviews with marketing directors and executive administrators, analysis of promotional materials and digital content, and a survey of regular audience members. The study finds that most performing arts organisations in Abuja rely on informal marketing practices rather than strategic audience development plans, limiting their capacity to sustain and grow consistent audiences. Social media is widely used but often without audience segmentation or data-driven planning. The research concludes that professional marketing competencies are critically needed within performing arts management in Abuja and recommends investment in marketing training for arts administrators. Keywords: arts marketing, audience development, performing arts organisations, Abuja, cultural management.