AMA launches arts marketing salaries guide

Arts Marketing Association (AMA) has launched minimum salary guidelines for arts marketing and audience development roles across the arts and heritage sector, developed in response to a survey from our members.

AMA is also championing the need for salary transparency to enable fair pay and opportunities. One of the reasons why salary transparency is important is to help address pay gaps across gender, ethnic backgrounds and other areas where a person’s protected characteristics (as defined in the Equalities Act) might impact on their likelihood of negotiating a fair wage.

Our survey highlighted pay gaps in the sector, especially across ethnic background and gender. Those who identified as coming from a background other than White are more likely to be paid less than those who identify as White. In addition, while the gender split in membership is reflected almost equally in role level, the trend is for those identifying as male to be better paid.

We believe that a lack of salary transparency lies at the heart of this problem. Our research has been used to provide recommended salary bands for organisations to benchmark their pay against, based against current trends. A further piece of work is being prepared which aims to produce guidelines about what is fair to include in job descriptions, based on role requirements and salary expectations.

In doing so, we hope to help drive a shift to more transparent pay leading to a fairer and more diverse arts and heritage sector.

“It doesn’t do anyone any favours to be coy about pay – it’s not fair, it doesn’t move the sector forward, and it doesn’t make for an even playing field.”

We are keen to ensure we do as much as possible ourselves to encourage this. Earlier in 2021, we made the pledge to not advertise any arts and heritage sector jobs which don’t have a salary or salary band clearly indicated. This was inspired by the principles of #ShowTheSalary, an initiative set up for charities to commit to showing salaries in job roles, and based on evidence that a lack of salary transparency perpetuates discrimination.

AMA CEO, Cath Hume says, “We’ve turned down organisations who want to advertise with us if they won’t show a salary. We’ve also challenged organisations where we feel the salary they are offering is unfair. We had one organisation who was offering a role with a salary below minimum living wage for anyone over 23. We will go back and point these things out, as we believe it’s important. AMA wants salary transparency to enable fair pay and opportunities in the arts and heritage sector. We can’t diversify and address inequalities as a sector without this.”

She continued, “The sector has been under enormous pressure in the pandemic. We’ve undoubtedly lost a lot of talent through redundancies and people rethinking careers while furloughed. To be sustainable, we need to value our people properly. It doesn’t do anyone any favours to be coy about pay – it’s not fair, it doesn’t move the sector forward, and it doesn’t make for an even playing field.”

By collecting and sharing the salary guidelines, AMA hopes to make it easier for everyone to benchmark their teams, to ensure that pay is fair based on roles and levels.

Cath added, “AMA wants to support the sector to move forward, to be more inclusive, to be more successful in reaching audiences and more diverse in its workforce. The marketing and audience development functions directly impact an organisation’s success in reaching and engaging audiences. This is an essential part of the post-pandemic recovery. As we navigate out of the crisis, organisations need to be realistic in resourcing this activity – and that starts with people.”

About the gender gap:

  • Looking at employed members (excluding self-employed, e.g. freelancers), of those who identified as male (including trans men) or female (including trans women) 22% of respondents were male and 78% were female. (1% of membership did not identify as male or female, but this was not a large enough group from which to identify any trends).
  • For salaries to reflect this gender split, the split should align with the 78% marker shown by the black bar below, however those identifying as women are over-represented at lower salary levels and under-represented at higher bands. Those identifying as men are also slightly over-represented in senior roles.
  • The survey shows that 55% of people who identify as women (including trans women) earn less than £30,000 compared to 41% of those who identify as men (including trans men).

About the ethnic background pay gap:

  • 39 respondents did not identify as White, of which 25 (64%) indicated their salary fell in a bracket lower than £30,000.
  • 271 respondents identified as White, of which 138 (51%) indicated their salary fell in a bracket lower than £30,000.

Looking to read the AMA Salary Minimum Guidelines?
You can access the full AMA minimum salary guidelines 2021 on AMAculturehive.

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