Organization of Musical Life in Modern Italy

Abstract

The process of organizing musical life in modern Italy is analyzed through the prism of new management approaches aimed at the deployment of Italian musical projects in the general sociocultural space. The issues of management and marketing in today's musical life, which are a significant component in the creation of musical projects, are outlined. The main principles of new types of marketing in the context of the promotion of musical projects in Italy are characterized - event, empirical and territorial. The functioning of the national brand project — the Arena di Verona Opera Festival, the hundredth season of which took place in 2023 on the stage of the Roman Amphitheater Arena, is highlighted. The role of the "Arena di Verona" Foundation in the organization of the opera festival has been determined. Creative advertising measures are considered, thanks to which the project is popularized as an artistic phenomenon among the public. It was found that Italian festival marketing in modern musical life functions thanks to the cooperation of state, financial institutions, private business sector, associations and foundations. The specifics of the promotion of Italian music projects are revealed, which includes analysis, planning, implementation of a massscale event with the help of creativity in advertising, constant technological updating. The dependence of the success of musical projects on the exclusive decisions of the organizers, innovative technologies used in scenery, lighting, stage design, etc. is substantiated. The high artistic component of Italian music projects, which attract more fans, always take place in a certain place and time, strengthen the brand of the territory and make the region attractive both for the local population and for tourists, has been identified. It has been proven that the main goal of organizing musical life in modern Italy, working for a high professional result, is to show the world the historical and artistic sights of Italian cities and preserve Italian musical projects as a national cultural brand for future generations.