How Does Knowing Hidden Revenue Streams Relate to Avant-Garde Theatre?
I've touched on the definition of avant-garde in past posts. According to Google, avant-gardism refers to "new and unusual or experimental ideas, especially in the arts, or the people introducing them." We already know that Picasso and Dali and their melting clocks and Guernicas are considered avant-garde. The Beatles were considered avant-garde. Hamilton and Hadestown were considered avant-garde. Any indie artist who has a recording setup in their closet and produces lo-fi-type music would be considered avant-garde today. All these new developments and social assessments have allowed the arts as we know it to get turned on their heads, experimenting through different cultural perspectives, and changing how we already do things. So according to this meaning, if you're a playwright with a new idea, breaking traditional norms, or a unique of portraying said idea or a different way to look at something we're aware of, then congratulations, you're about to be avant-garde.
One way to be avant-garde in the theatre world is uncovering additional revenue streams for sustainability. You may think it's enough to just put up shows that run for a bit and then you're done. But if you look at what other theatres do, their income isn't just limited to shows. Especially since shows cost a lot of money, and so if your only revenue comes from ticket sales, there is a good chance your profit will be pretty sad or you might be in the hole altogether. And avant-garde theatre artists and entrepreneurs have plenty of ways to think outside of the box to innovate their financial strategies, and thus make more income. Read on!
(Note: according to the IRS, if a business you're operating yourself doesn't make a profit for three years, then it's considered a hobby. And if you're trying to fully monetize your creativity, you need to be making a profit or else you don't really have a business. I know I titled this article specifically for avant-garde artists, but any artist trying to live off of their creativity should read this article for some good tips.)
Exploring Non-Traditional Ticket Sales
Dynamic Pricing Models: Implementing variable pricing based on demand and audience segmentation. This means that different sections of the theatre will be priced based on the popularity of the seats (for example, seats in the front row or middle center section tend to be more expensive in larger theatres than the balcony). If your show is standing-room only, a good idea would be regular standing room and then a VIP section, perhaps, that might have more perks like meets-and-greets, drink discounts and more.
Membership Programs: Offering subscription-based models for loyal patrons to ensure steady income. This is good if you have multiple shows in a year and your season is planned out in advance. Because then if some patrons like all (or a selected number) of the shows that are planned to come out, then they can pay for tickets before sales go out to the general public. Some membership programs also have other benefits similar to VIP perks that can keep patrons wanting to renew.
Pay-What-You-Can Nights: This can attract diverse audiences while still generating revenue, and I advise using this model for promotional pieces or performances that cost less money to produce. Implementing this model can bring students, lower-income level patrons and other populations to your theatre, making it more accessible. Creating avant-garde art can be met with resistance, especially if it doesn't always follow established techniques, but allowing all audience members within your demographic to experience your show can serve to educate and thus allow them to share the same ideas with their inner circle.
Monetizing Digital Platforms
Streaming Performances: This refers to expanding reach through digital live streams or archived recordings. This was utilized a lot during the height of COVID-19, when physical theaters were closed. And people who would usually be unable to afford Broadway tickets (or expensive tickets in general) can have access to recorded shows today. Using this model would be great for patrons that either missed your show or are unable to be in person.
Virtual Workshops: This refers to hosting online classes led by industry professionals. With the younger (school-aged) generation especially, most theaters will offer summer classes in a variety of subjects like acting, singing and dance. But with a recorded class made available in addition to live online classes, anyone can purchase the class in between your live sessions.
Digital Merchandising: Offering downloadable content such as scripts, music, or artwork related to productions. I utilize this method (check out my scripts, music downloads, sheet music and merch!) in addition to my services. And smaller theaters and schools might be interested in producing a show of yours that they saw in the past, or someone might be interested in performing your music. So this is a good way to earn performance royalties as well in addition to digital mechandising!
Engaging with the Community
Partnerships with Local Businesses: Collaborating with businesses for cross-promotional events that generate income. This works for you indentifying a business that can offer a product or service that the demographic of your show/company would be interested in or benefit from. They have their existing customers that might be interested in your show, and you have your customers that would be interested in them. Everybody wins. During the run of the revival of Evita at the ART, a local business sold empanadas on select days. So not only would we want to go enjoy the show, but we'd also want to go look up the business later to order more empanadas!
Community-Based Performances: Performing in non-traditional venues is honestly a great alternative if you're unable to splurge for a whole auditorium. And if the venue is something like the town hall or a community center, that another way to bring diverse audiences. But if a company in the community is interested in booking your specific show, they can pay for you to perform.
Incentive Programs with Schools: Providing educational programs that can be monetized through school partnerships, where again, they pay for you to bring your show to them. Another way to educate the next generation outside of classes you might be offering, and to get more patrons that might be interested in future shows.
Sponsorship and Grants
Arts Grants: Applying for local, state, or national arts funding. I received thousands of dollars in grant funding for my first professional production. So if you're interested in going down this route, check out my e-book on grant funding here so you can learn how to make your applications shine and create a new source of income!
Sponsorship Opportunities: Identifying corporations that align with avant-garde values for sponsored productions. This lies on the same plane as partnering with local businesses. But as we see on YouTube sponsorships, you get a cut of the company's revenue from the product when people buy it from you. Another way to do this is with affiliate marketing (I use this with EverBee, where people can research keywords and trending products for their Etsy stores).
Crowdfunding Campaigns: Engaging audiences in financing new works through platforms like Kickstarter or Indiegogo. The more popular option is Buying A Coffee on Ko-Fi or using Patreon either with a monthly membership or per creation.
Marathons: a good example of a sponsorship event that engages the community while raising money.
Enhancing Production Value for Financial Gain
Utilizing Recyclable Materials: Reducing production costs while creating art that resonates with eco-conscious audiences. There are plenty of groups on Facebook where theatre companies can buy sets off of each other for totally different shows.
Art Installations: Monetizing set design by partnering with local artists for dual exhibitions. I will admit this was a new idea for me; if you don't feel ready to sell off the set quite yet (or if you plan to reuse it in the future), you can always rent it for an event, and it can become another part of your season.
Enrichment Programs: Creating additional profit streams through well-structured outreach and educational programs. This could be a good way to impact the community and also schools in the area.
Expanding Artistic Offerings
Collaborative Projects: Joining forces with other theatre companies or local artists for wider appeal. This is a great idea for writers and musicians who have ideas for unique shows or programs, and is exactly how some of my work has been developed. By collaborating, you both get to share each other's audiences.
Thematic Festivals: Organizing festivals around specific themes that draw larger crowds and interest. Some artists create musical showcases around a specific topic (like the "Reclaiming Folk" showcase I wrote about in an earlier post here and college musical theatre program seniors who do showcases of their best songs), and then do repeat performances periodically. Many theatre companies do new works festivals, ten-minute play festivals, and the like. Both my examples can also fall under the collaborative projects category if you're working with other artists.
Limited-Edition Merchandise: Offering unique, collectible items that resonate with audiences emotionally. Even better if the items are exclusive to a specific show.
Conclusion
There are many avenues of additional revenue to avant-garde (or any) artists. Just like artists think outside of the box in any avant-garde, unconventional way to create all sorts of projects, theatre makers also need to think creatively about their business modelsand consider the hidden revenue streams not many may know about. Just like working in-person at a 9-to-5 schedule doesn't work as well in 2025, producing a show and having that be the be-all-end-all is not enough if you're striving to fully monetize your art. You have to keep creating new ways to make money from your skills, talents and ideas.
And now that you've read these tips, I encourage you explore these opportunities to foster sustainability and growth in their art form.
And if you're actively considering the income-from-grant-applications idea, let me present to you my e-book Grant Funding for Uncoventional Creatives: The 7-Step Path to Artistic Freedom to help you get started. For as little as $7, you can order the one resource that will provide you with a new (and relatively easy to get) source of income!
Stay educated,
Alexia