Led by Eluned Hâf, Director of Wales Arts International
These notes are representative of the participant's views and do not necessarily reflect the views of Wales Arts International.
Eluned Hâf opened the session by stating that the artistic community needs to remember to evaluate work and ask the right questions, as in the majority of cases Wales Arts International doesn’t get to know the effect of their work and investment.
She raised a series of questions:
• How does Wales Arts International’s work help artists to work strategically?
• What is the value of having interpreted intelligence?
• What is the value of Wales Arts International’s strategy?
Simon Mundy responded stating that he believed that Wales Arts International’s greatest contributions are:
1) Responsiveness: did WAI feel able to respond quickly and easily to things that arise?
2) Follow up. This is not just about what you do but about what you do next and what it leads to.
3) No nationalistic benefit - the benefit may however, be to the future of an artform; about the ideas people take with them, not necessarily about Wales. What can our community do for the world?
Eluned Hâf responded that WAI was cautiously judging this.
Simon Mundy suggested that WAI may have to redesign the benefit for people. Benefit won’t be immediate but long term.
Gareth Loudon suggested there had been a change in how culture capitalist develop and invest in a team or individual. They invest in a great idea that the market would want e.g. facebook and twitter. This is driven by value rather than profit.
Bill Hamblett stated that he felt a need to mark our territory, but also to collaborate and state our credentials. There’s a need to look at going out into the world and look at what we’re giving to the world. We’re all ambassadors for Wales.
David Drake thought the process and intelligence gathering was as much a part of the strategy as anything else. Artists and practitioners need to look at own objectives and what resources will be needed.
Simon Mundy stated that visibility is important. Wales needs to remember that we’re not very well known in the world, although we often assume that we are.
Elena de Frederico explained that the value of international marketing intelligence is difficult to measure. She spoke about the European project PRACTICS and how those involved are now regularly communicating with one another and building relationships for example the OMC opportunity (OMC is the EU’s Open Method of Coordination. It is the EU’s Expert Group on "Improving the conditions for the mobility of artists and other professionals in the culture field" on which WAI represented the UK).
Eluned Hâf raised some WAI policy issues:
1) Communication with politicians is improving
2) Private sector relationships and making marketing intelligence available
3) Identifying who other partners may be
Simon Mundy said that WAI needs to allow the people they fund to be their advocates and need to make sure they’re informed.
Bill Hamblett suggested that WAI should broaden the number of countries that the organisation can work with.
Simon Mundy suggested that the focus of cultural exchange activity should be focused on cultural relations rather then import and export.
Louise Wright stated that the British Council looked at objectives first and felt it important to concentrate on the quality of work. If the work is good, it will speak for itself as an ambassador. The British Council is going to concentrate on overseas development.
David Drake and Gareth Loudon felt that WAI should consider working more closely with education departments and facilities.
Eluned Haf responded that she felt it was important for artists to do this as well as WAI. The more information that is provided, the more people will be able to work internationally.
Bill Hamblett suggested that all artists and practitioners should be responsible when sharing contacts. Many are personal contacts developed over time, and one should act responsibly and be careful about how that contact is shared and with whom.
David Drake said there was nothing wrong in sharing information.
Louise Wright stated that in her experience, trust is developed around market intelligence.
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