The first formal association for marketing practitioners in the arts industry - The Arts and Culture Marketing Association of SA (ACMASA) - was formed several weeks ago by delegates who attended the inaugural South African Arts and Culture Marketing Conference which was held in the Civic Theatre in Gauteng.

This ground-breaking conference was hailed as a resounding success by the nearly 200 national and international delegates who attended the three day conference organised by the Performing Arts Network of South Africa (PANSA) and Business and Arts South Africa (BASA) and supported by the British Council and the Royal Netherlands Embassy and endorsed by the Marketing Federation of SA.

The conference prioritised marketing needs for the industry, shared success stories, current trends and important research findings. Four international delegates gave valuable input into the arts marketing landscape of the UK and the Netherlands.

Coming out of the conference was the formation of ACMASA, which follows the current and significant trend within the arts to organise national formations to look after, develop and represent the interests of practitioners within the industry. The concept of arts marketing is a relatively fledgling discipline, which is vitally important and sadly under-resourced. The needs and interests of arts marketers are of such a nature as to warrant a separate national organisation to promote and develop this area.

The aim of the association is to provide a national forum for those engaged in the marketing of the arts; the help provide the tools required by arts marketers; to provide training and mentorship; to link arts and culture marketers across the country and to liaise with international arts marketers to keep informed of developments and trends.

An energetic steering committee for ACMASA was formed comprising of chairperson: Nathi Gaisa; deputy chairperson: Melanie Keartland with Bridget van Oerle; Illa Thompson; Tammy Ballantyne; Di Sparks; Lekgetho James Makola; Barbara Mathers; Andile Magengelele, Allison Foat; Lindiwe Ngcobo; Keaoboka Molomo and Kathryn Smith.

The well-established and highly successful Association of Arts Marketing (AMA) in the UK will mentor the ACMASA.