Branding the performing arts in the digital age: Lessons from the Opéra de Paris
Résumé
Digital age creates a new context for performing arts organizations. They have to imagine innovative marketing strategies to draw audiences' attention. The objective of this communication is to question how legitimate cultural organizations can manage their brand and what levers they can use to address news challenges. Relying on a new brand management paradigm, named "community paradigm", we focus on a case study methodology. The "3 e Scène", the Paris Opera 3 rd stage, a fully digital creative platform, appears as a good illustration of the new community branding paradigm. Multiple data were collected and analyzed: interviews with 3e scène stakeholders, secondary data and systematic observation of all 3e scène contents. By adopting a disruptive approach and offering content inspired and created by crowdcultures, the brand resonates with its time while connecting with wider audiences.
Domaines
Gestion et managementOrigine | Fichiers produits par l'(les) auteur(s) |
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