Featured Resources
We create resources to help support and drive arts and cultural organizations forward—and to help you become a more informed, effective marketer! Dive into the latest below.
Authentic digital connection is more important than ever. This resource will help you create content that’s thumb-stopping, relevant, and thoughtful to connect with audiences.
We collected data from over 100 organizations and learned that 69% of arts marketers say better tools and training would boost their AI comfort. Enter: our 10-piece AI toolkit, designed by Capacity specifically for arts and culture marketers. Every tool includes built-in guidance, best-practice prompts, and is pre-engineered for the tasks you do every day.
Discover what truly drives your audience to engage and convert with UTM codes. Capacity’s free UTM Generator sets you up to see exactly where your traffic is coming from so you can gain clarity on each campaign and can make every dollar count—all in just a few clicks!
Libraries are often thought of as quiet repositories. But at their best, they are living, evolving spaces where culture is preserved, interpreted, and reimagined.
Brent Reidy serves as the Andrew W. Mellon Director of the Research Libraries at the New York Public Library—one of the most expansive and dynamic cultural collections in the world. With a career that spans musicology, consulting with arts institutions, and nearly a decade at NYPL, Brent brings a unique perspective on how libraries function not just as archives, but as active participants in the cultural ecosystem.
In this episode, Brent reflects on what it takes to engage new audiences; how digitization efforts intersect with access and institutional mission; and how preserving the past can help shape a more inclusive and imaginative future for the arts.
The best leaders build conditions for others to shine.
Derek A. Johnson, Chief Marketing Officer of the Seattle Symphony and Benaroya Hall, has built his leadership philosophy around this very idea. Derek brings a thoughtful, people-centered approach to navigating the complexities of today’s arts landscape, drawing on years of experience across major cultural institutions like the Baltimore Symphony Orchestra and the Kennedy Center.
In this episode, Derek reflects on the power of servant leadership and how trust becomes the foundation for both strong teams and bold ideas. He also shares what it means to step into a senior leadership role at a pivotal moment for the Seattle Symphony, and how he hopes orchestra marketing will evolve in the years ahead.
The beauty of theater isn’t just what happens on stage. It’s the community that forms around it. And increasingly, that community is being built online.
Ashley Hufford is part of a growing group of creators leading that shift. A constant presence across New York’s theater scene and on social media, she has built an audience of more than 100,000 followers who turn to her not for theater criticism, but for an invitation to try something new. What began as a pandemic-era hobby of posting about shows has grown into a kind of cultural bridge, connecting productions with new and younger audiences.
In this episode, Ashley reflects on her path from sports media to political storytelling to theater influencing; what she’s learned about sharing stories that resonate; the evolving role of influencers in the theater ecosystem; and how the arts industry can rethink accessibility and audience-building for the future.
This is the debut release of 2024 Cultural Compass: Digital Marketing Benchmarks to Guide Arts and Cultural Institutions, with findings drawn from the 2023 digital advertising data from 150+ arts organizations across the United States and Canada. We focused on the metrics we are asked about the most, and sought to provide insights along the way on why they each matter.
