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This paper explores the management principles behind decision making and strategic tactics used in developing international audiences at The Comedy Club Bangkok. Noting the role that comedy plays in society, facilitating social commentary, change and reflecting the values and points of controversy of the moment – participation among comedy audiences is an indicator not just of social normative in a society but can be applied to how the performing arts as a whole is viewed by a society. Given the increasing number of international communities in a globalized world, how arts managers apply principles and theory to engaging the wide variety types that comprise international audiences of comedy can give insight into management practices, content demand and performing arts attendance motivations and patterns – crucial to the survival of live performing arts in a digitized world. Observing the Comedy Club Bangkok as a case study, research over a three month period outlined findings that proved management principles centering on community unity, cultural awareness of individual communities in the audiences and arts advocacy through frequent contact, representation of cultural groups on stage and education via community workshops provided the community that people sought around a shared interest in comedy that improved international audience attendance. Trends in audience development in this small venue can be extrapolated to theorize effective tactics for similar organizations with diverse audience compositions in comparable cities also looking to grow and sustain audience attendance for live performances.
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