Branding the performing arts in the digital age: Lessons from the Opéra de Paris

Juliette Ducros Passebois (), Carole Martinez () and Florence Euzéby ()
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Carole Martinez: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Abstract: 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.

Keywords: Branding; Digital; Performing Arts; Paris Opera (search for similar items in EconPapers)
Date: 2019-06-23
New Economics Papers: this item is included in nep-cul, nep-ipr, nep-mkt and nep-pay
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Published in 15th International Conference on Arts and Cultural Management, Ca'Foscari University of Venice, Jun 2019, Venise, Italy

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