Việt Nam: OVERVIEW: Current issues in performing arts

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OVERVIEW:

Introduction

Traditional Vietnamese performing arts

Modern and contemporary Vietnamese performing arts

Current issues in performing arts

International exchange

Current issues in performing arts

With the recent introduction of the policies of 'socialisation' (xã hội hóa) in the arts and culture sector (see Cultural policy), government subsidy for Vietnamese performing arts organisations of all types has been reduced significantly and, in some instances, abolished altogether. Plunged into a new and harsh operating environment, few Vietnamese performing artists have the training or experience to exploit the opportunities of the growing market economy. Furthermore since many of the prescribed rules and structures of the old centralised arts economy are still in place, it remains quite difficult for government companies and venues to act in the independent and self-motivated manner which is now expected of them, or - if they do possess the relevant skills to market themselves and their programmes - to enjoy the financial fruits of their artistic creativity.

For those performing artists who remain on the payroll of the state, salary levels are still extremely low (even full-time staff are often obliged to subsist on less than US$25 per month), obliging many to work after hours to make ends meet. Furthermore senior artists are often expected to give up additional time to manage their companies over above their artistic work, despite the fact that they receive little additional remuneration and have often had no relevant management training.

A key problem facing the Vietnamese performing arts sector is that of ineffective programme planning. To date only a very small number of Vietnamese companies have begin to make the transition from staging shows at short notice for largely invited audiences to scheduling performances sufficiently well in advance to permit the growth of loyal paying audiences through the application of modern audience development and marketing techniques. At the time of writing most of the major national and provincial performing arts companies continue in the time-honoured tradition of scheduling their performances just a few days in advance. In this connection, given the current lack of audience development and fundraising skills, many such companies have become completely reliant on a system whereby a presenting theatre, hotel or club pays the company a straight fee for its services and then handles advertising and ticketing itself, thus removing the crucial link between the company and its audience and making it difficult for the performing companies to evaluate public appreciation of their work.

Against this background there is particular concern about the plight of some of Việt Nam's traditional theatre companies which, in the face of ever-increasing competition from popular music, video and the mass media, find it increasingly difficult to interest young people in art forms such as tuồng and chèo, with the result that their audiences are literally passing away with each generation. This problem has been exacerbated by the fact that most professional troupes are based in cities where competition from other forms of entertainment is fiercest and do not have the wherewithal to reach audiences in rural areas where the demand for traditional arts is greater. As a result, some traditional performing arts companies have been obliged to commercialise their activities in order to stay in business, whilst several others have ceased operations altogether.

The urgent need for training in contemporary arts management skills such as fundraising, marketing and the use of educational activities to create new audiences was one of several key issues addressed in the context of the Arts Management Curriculum Development in a Market Economy Context Project, an initiative of the Ministry of Culture, Sports and Tourism funded by the Ford Foundation.

Make direct contact with organisations and individuals working in this sector through our KEY CONTACTS database.

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