OPERA FESTIVAL «ARENA DI VERONA» AS A MEANS OF BRANDING IN THE MUSICAL LIFE OF MODERN ITALY: ON THE 100TH ANNIVERSARY OF ITS FOUNDATION

Abstract

The purpose of the work is to find out the peculiarities of the functioning of the national festival brand in the musical life of modern Italy using the example of one of the most authoritative projects – the opera festival «Arena di Verona». The research methodology is based on the application of a complex of complementary methods – historical-analytical, empirical and socio-cultural. The historical-analytical method contributed to the understanding of the logic of the formation and development of the festival, the appeal to empirical and socio-cultural methods made it possible to consider Italian music festivals as a means of branding, which affects the promotion of projects and the formation of a unique image of the music brand as a component of national culture in the context of social relations in the system of music life in modern Italy. The scientific novelty is that, for the first time in Ukrainian musicology, Italian music festivals have been considered as a means of branding in modern Italy. This process is based on two components on an equal footing – artistic and multifaceted management, which requires new economic, entrepreneurial and marketing approaches. Music festivals confirm their professional status every year, known in the world music society as an Italian cultural brand. The analysis of musical events within the framework of the opera festival «Arena di Verona» will contribute to the spread of Italian experience for the organization and implementation of musical projects in Ukraine. Conclusions. Italian festival branding – firstly, it is a complex of activities implemented thanks to the joint efforts of the festival organizing team – cooperation of state, financial institutions, private business sector, foundations; secondly, the process of project promotion and implementation of a mass-scale event, which takes place with the help of creativity in advertising, constant technological updating: exclusive stage designs and innovative technologies used in scenery, lighting, etc.; third, the formation of a unique image of a music brand that attracts more fans always takes place in a certain place and time, with which it is possible to strengthen the brand of the territory and make the region attractive to both local people and tourists. The main goal of festival branding in modern Italy works for an impeccable result – 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.