La Universidad de Venecia estudia la Fira Mediterrània en una tesis

The document focuses on two international fairs: WOMEX and Mediterrània
The study analyses the Foundation's management style and the professional sectionn



Manresa, 8 August 2012 · The University of Venice, one of the best places in Italy for studying economics, humanities, languages and science, has presented a thesis discussing Fira Mediterrània de Manresa. The thesis was prepared as part of the degree programme for Economics and Management in the Arts and Cultural Activities, one of the Venetian university’s specialist areas. It was written by Federica De Guio and goes by the title of “La fiera mercato nell'era della musica liquida”. The work was supervised by Italian academics Veniero Rizzardi and Fabrizio Panozzo and addresses the current state of affairs in the music market, following the first MEDIMEX event held last autumn in the city of Bari, in the Italian region of Puglia.


Federica De Guio focused particularly on analysing the 2011 Fira Mediterrània de Manresa, and her research included interviews with the Chairman of the Foundation Executive Committee, Lluís Puig, and General Manager Jordi Bertran. The thesis examines both the Foundation’s management of the event and the professional section, branded as “Mediterrània Professional Meeting” since last year's event. The study highlights the Networking Meetings held in the professional marketplace as being especially valuable. Federica De Guio also stresses Fira’s networking activities as member of the State Performing Arts Fairs coordinating body and across the state network of theatres, auditoriums, circuits and public-funded festivals. The analysis emphasises the Manresa event’s development work on the Internet and on 2.0 networks. It also discusses the value of interpersonal relations and face-to-face contact in the Fira marketplace, plus how live appearances by the various artists on the programme help to get them known.  


The thesis concludes that "the event has evolved in a coherent and linear way, maintaining Mediterranean tradition as a feature of the show programme and publicising it to other countries with an interest in promoting the culture industry in this specific area". On the subject of the current situation of economic crisis and the inevitable problem of managing available resources, Federica De Guio considers that Fira Mediterrània’s structure “has enabled it to make the most of its own formula and become more efficient, to the extent of attracting an even higher attendance than before to the 2011 event”.


In terms of economic impact on the cultural sector, the University of Venice study highlights information from a study carried out on Fira Mediterrània by the University of Deusto in the Basque Country, reporting that 40% of the contracts are secured by groups featured in the official section, whereas 60% of contracts are obtained in the professional marketplace and other Fira areas. 



The University of Venice

The University of Venice, known as Università Ca’Foscari-Venezia, was founded on 6 August 1868 as a Business School, the first of its kind in Italy and the second in Europe. Today, it is a state-funded university based in Venice, northern Italy, with 20,000 students enrolled every year. The study on Fira Mediterrània de Manresa also sets up connections with another great international market for world music, the travelling expo WOMEX. Held last year in Copenhagen, WOMEX will be setting up this year in the Greek city of Thessalonika, capital of the central Macedonia region.