國際藝術經紀人在藝穗節的表演藝術交易行為研究—以澳洲阿德萊德藝穗節為例

Abstract

表演藝術經紀人是發掘表演團體的主要管道之一，而藝術節慶、表演藝術比賽或展演是經紀人發現表演團體的主要途徑。「表演藝術交易平台（Performing Arts Trade Platform）」，也稱「表演藝術交易會（Performing Arts Trade Fair）」，是指將各種類型之表演藝術，如音樂、舞蹈、戲劇、雜技、魔術等節目當作商品，於特定時間在特定場域由買方與賣方進行買賣交易之活動平台。隨著藝術節慶的普及，每年定期舉辦的藝術節、藝穗節，如愛丁堡藝穗節、亞維農藝穗節也成為具指標性的表演藝術交易會。阿德萊德藝穗節（Adelaide Fringe Festival）是澳洲阿德萊德市每年舉辦的一個表演藝術節慶，成立於1960年，是全球最大的藝術節慶之一。因此本文將著重Honey Pot計劃，這是阿德萊德藝穗節的國際表演藝術市場，旨在促進參與者之間的網絡建設和交易機會。這項研究旨在通過參與Honey Pot活動調查國際藝術經紀人在藝術節中的角色和交易行為，同時也研究像Honey Pot這樣的市場對國際藝術經紀人、藝術家及節日工作人員的成果和影響。研究結果表明，Honey Pot 確實在國際藝術經紀人和藝術家之間建立了藝穗節之外的長期聯繫，並在此過程中促成了表演藝術交易行為，從而提升了節日的國際影響力及參與者的專業發展。

Performing arts agents are pivotal in discovering new talent, primarily through arts festivals, competitions, and exhibitions. Performing arts markets or trade fairs provide platforms where various forms of performing arts such as music, dance, theater, acrobatics, and magic are showcased and traded like commodities between buyers and sellers within particular programs and venues. With the increasing popularity of arts festivals, events like the Edinburgh Festival Fringe and the Avignon Festival have emerged as significant performing arts trade fairs. Established in 1960, the Adelaide Fringe Festival is an annual event in Adelaide, Australia, and ranks as one of the largest of its kind globally. This study specifically explores the performing arts market activities of international arts agents at the Adelaide Fringe Festival, the world’s second-largest festival. It includes a focus on the Honey Pot program, the Adelaide Fringe’s international performing arts market, a targeted initiative designed to facilitate networking and transactional opportunities among participants. This research investigates the roles and activities of international arts agents participating in the Honey Pot program at the 2024 Adelaide Fringe Festival. It also examines the outcomes and effects of involvement in the Honey Pot program on international arts agents, artists, and festival staff. It finds that Honey Pot program successfully establishes long-term connections between international arts agents and artists beyond the festival. Moreover, it fosters performing arts transactions, thereby enhancing the festival’s international impact and contributing to the professional development of its participants.