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Performing arts to Taiwan
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(Last updated: 14 Oct 2008)
Trends and opportunities
The market
Taiwan’s performing arts industry has grown steadily over the past few years as result of increased government support and a rising interest in entertainment and the arts amongst the Taiwanese people. The biggest promoter of performing arts in Taiwan is the government body, the Council of Culture Affairs.
The interest in leisure culture has also increased due to a greater variety of performing arts being offered to people, as well as the introduction of a five-day working week.
According to the Ministry of Economic Affairs, the table below shows the change in the scale of the industry over past years.
The development of the performing arts industry
(Unit: NT$1000)
| |
2003 |
2004 |
2005 |
2006 |
| No. of companies |
738 |
872 |
1,019 |
1,169 |
| Year-on-year comparison |
|
+18% |
+17% |
+15% |
| The scale of the performing arts industry |
3,988,699 |
5,608,674 |
6,616,260 |
6,700,779 |
| Year-on-year comparison |
|
+41% |
+18% |
+1% |
(Source: Ministry of Economic Affairs, Taiwan Cultural and Creative Industries)
Although the threat of global inflation is making an impact on the demand for performing arts, most promoters are optimistic about the long-term development of the market particularly as Taiwan’s tourism industry is booming.
Another trend of note is the increasing poverty gap in Taiwan that has resulted in the gradual disappearance of Taiwan’s ‘middle class’. Besides a few who have been able to ‘climb’ into the upper class demographic, most of the traditional middle class families have fallen to the lower classes. This new demographic structure has created the M-shape consumption behaviors, making the most expensive and cheapest tickets the best selling.
Opportunities
The booming cultural climate has increased the market demand and opportunities in Taiwan. The number of the international performing arts groups or individuals invited to perform in Taiwan has steadily grown.
The number of international performing arts groups/individuals performing in Taiwan
| |
Music |
Plays & theatres |
Dance |
Others |
Total |
|
2004 |
537 |
179 |
162 |
64 |
942 |
|
2005 |
643 |
204 |
284 |
50 |
1181 |
|
2006 |
650 |
242 |
223 |
96 |
1211 |
|
2007 |
702 |
216 |
198 |
88 |
1204 |
Music
Taiwanese have a strong interest in music, particularly jazz and pop, and local promoters have organised a variety of concerts accordingly. The international jazz and pop singers invited to these events have all been highly regarded in Taiwan. Besides concerts, theme festivals are also popular and used to boost audience interest and appreciation. For example, Summer Jazz and Taichung Jazz Festival are both organised to improve audience’s knowledge about jazz music.
Theatre and dance
Compared to the popularity of the music sector, these two segments of the art industry are relatively unique and small. To attract customers and sponsors, most promoters look for well-known international performing artists, such as Opera Australia.
Competitive environment
Given the local weak economy caused by the global inflation and financial crisis, promoters, corporate sponsors, and customers have become price sensitive.
Besides mainstream artists, artists with unique, good quality performances, good reputations, and competitive in price are also welcomed. The biggest competitors for Australian performing artists, including musicians and actors, are from the USA, France, and Japan.
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Marketing your products and services
Market entry
Austrade has offices in Taipei and Kaohsiung where the majority of agents and promoters are located. Austrade offices have established strong networks with these promoters, and on request, can help Australian performing artists enter the market by speaking to local agents and raising artist’s profiles and local interest.
Besides attending well-known events such as the Edinburgh International Festival or Adelaide Fringe Festival, it is also advisable to contact promoters directly.
The Australian federal and state government also provide funding to encourage performing artists to export. These grants are usually available for performing artists to travel to overseas markets. If performing artists can secure funding to cover their airfares, the cost to agents and promoters is reduced significantly, making the Australian performers more competitive in price. |
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Contact details
The Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio.
Austrade assists Australian businesses contribute to national prosperity by succeeding in trade and investment, internationally, and promoting and supporting productive foreign investment into Australia.
Austrade:
- Delivers services that assist Australian businesses initiate, sustain and grow trade and outward investment.
- Promotes Australia as an inward investment destination and, with the States and Territories, supports the inflow of productive foreign direct investment.
- Administers the Export Market Development Grants scheme.
- Undertakes initiatives designed to improve community awareness of, and commitment to, international trade and investment.
- Provides advice to the Australian Government on its trade and investment development activities.
- Delivers consular, passport and other government services in designated overseas locations.
A list of Austrade offices (in alphabetical order of country) is available.
More information
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au |
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