The States General of Culture of Il Sole 24 Ore are back to discuss to emphasize the new frontiers, the balance of the difficult time of the pandemic and future planning. Many participants, over 3,000 connected in the remote meeting opened by an intervention by the director of the Sole 24 Ore, Fabio Tamburini, and in which the protagonists, public administrators and trade associations, companies and operators gave their contribution, scholars and artists.
An intense day opened by the Minister of Culture Dario Franceschini and closed by the Minister of University and Research Maria Cristina Messa. But let’s go in order, at the center of the debate the challenge of a winning alliance between public and private for the relaunch of our cultural heritage in order to seize all the opportunities of the Recovery Plan. It is necessary to seek the balance point on cultural heritage between the direction and control of the State and the management entrusted to private individuals because: “To strengthen the culture sector in Italy it is necessary to overcome statism and enhance businesses” said Luigi Abete, president of the Cultural and Creative Enterprises Association.
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The pandemic has shown that the world needs culture and creativity, digital consumption has grown and there is no turning back, warns Guido Guerzoni, professor at Bocconi. In short, companies need to be an all-round player and business culture represents an asset for the country’s competitiveness and development – underlined Antonio Calabrò, president of Museimpresa, an association that brings together over 100 museums and archives of Italian companies. «The collaboration between public and private can increase the well-being of the territories and qualify our products on foreign markets. There is maximum willingness of individuals to invest in culture and the art bonus, an excellent tool for many companies, it would also be useful to allocate it to private structures that perform a public and social function, as the activity of HangarBicocca teaches ».
Ricardo Franco Levi, Innocenzo Cipolletta
The push towards digital consumption, if it has favored the physical book and in audio version – as explained by Ricardo Franco Levi, president of AIE (Italian publishers association), is not without pitfalls: “It has allowed the sale of books online and the carrying out of remote events and exhibitions »explained Innocenzo Cipolletta, president of Confindustria cultura Italia. «The PNRR invests in this sector, but attention must be paid to copyright. The European Union has passed a directive which must be applied to the letter. It takes the utmost effort on the part of platforms to identify copyright, which dies if it is not paid. Products on digital must be paid for, enough with the free, we are talking about a product with expenses and professionalism and therefore it must be remunerated ». France teaches. And on music, a sector that was particularly enjoyed but severely hit by the pandemic, Cipolletta invited Minister Franceschini to create a dedicated direction. Streaming has allowed theaters and artists to continue offering the works during the lockdown. Will there be anything left after everything can reopen to full capacity? «Live streaming will resist and join the physical world. Great theaters and great artists will be able to make use of great broadcasters as always – explained Luca Sepe, CEO of Shaa -, but the others often use the video platforms of social media: they are free, but the content becomes the property of the platform and this is risky. . The show will be more and more phygital ». Copy right and audience analytics are a valuable commodity.
Arena of Verona
Live music at the Verona Arena has been able to attract private individuals with an art bonus project, ideally recreating the ring of 67 columns of the archways destroyed by the earthquake of 1117: it raised 1.5 million euros, useful for ordinary activities . To the great demand for opera music, the Teatro dell’Opera di Roma replied: “by inventing new ways of representation – explains superintendent Carlo Fuortes -: last summer we staged the” Rigoletto “in an anti Covid key from the Circus Maximus. -19 and then we made two opera productions in cinematic version “Il Barbiere di Siviglia” and “La Traviata” directed by Mario Martone and directed by Daniele Gatti, broadcast on Rai Tre with an extraordinary success with audiences and critics “. A viaticum for the appointment of CEO of Rai? “I had a designation, I think my whole background can be useful to Rai,” he concluded. The mayor of Rome, Virginia Raggi, is working on his succession and asks Minister Franceschini: “the unification of the three superintendencies – municipal, state and the Fori and Colosseum archaeological park – in a single co-participatory entity”. Simplifying is the watchword in the public and private sectors.