An innovative arts initiative in Nashville, Tennessee.
By Hope S. Philbrick
The first sign that Nashville is not content with business as usual is its creative solution to a nationwide problem.
The problem is that people, especially those in younger generations like the Millennials, aren’t subscribing to newspapers or magazines.
(This is particularly troubling if, like me, you’re a writer.)
Most cities have watched their publications shrink or cease production.
Nashville decided to party, every month.
“People aren’t subscribing to print or digital. Our solution is that they will pay for experiences, events, shows, exhibits,” says Megan Rhodes, community manager for 12th & Broad, an initiative spawned by local publishers to engage Nashville’s young community.
12th & Broad is not a physical location. It’s a collaboration between publishers, creative people, and, ultimately, the audience.
12th & Broad sells memberships, not subscriptions; members receive free tickets to monthly signature events, a quarterly magazine and other perks such as VIP nights and ticket giveaways.
“So we’re an event venue with a magazine on the side,” says Rhodes. “Our events are creative mash-ups, so for example we might take the local ballet troupe and mash them up with food bloggers, a classical ensemble, and a rock band—totally different creative aspects mixed together to make a cool, one-of-a-kind event that’s uniquely Nashville.”
How’s it working? The events have been selling out. “We also put articles online every day on the creative class—anything from new art galleries to entrepreneurs,” says Rhodes.
Check it out.