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2019-05-02   11:42:30   INGLÉS
François Colbert: Culture requires resources, competence and reinvention

Mexico, May 2 (Notimex) .- Mexico faces three fundamental challenges in cultural issues: having sufficient resources to generate different activities, competence and reinvention, estimated the Canadian François Colbert, one of the pioneers in the world of the postgraduate in cultural management.

"It is not only in Mexico, in all parts of the world there are few spaces for culture and as we have more tools to manage the arts, but institutions will also be able to function better," he said.

He said it is important to understand more about the challenges posed by culture and the arts in the choice of marketing strategies, in order to generate concern among the public and get them to attend shows.

He expressed that Mexico has made progress in this area in recent years and the creativity with which social networks are used is notorious; there is an effort to be up to date, although sometimes "we confuse marketing with diffusion and it is much more complex".

Colbert said that it is necessary to design objectives and strategies on aspects such as the formation of the public together with the area of ​​programming and educational services. "We still need to evaluate that plan to know that it did work and be aware of the errors."

The generational difference that the cultural manager has to face when dealing with such a diverse public is a problem, he said in an interview, shortly before participating in a panel titled "Challenges of marketing for artistic organizations", held in the Aula Magna of the Pan-American University.

In a statement from the house of studies, it was reported that François Colbert is one of the world pioneers of the postgraduate course in cultural management, he is the editor of the International Journal of Arts Management, a magazine specialized in the administration of the arts that he has been editing since 1998. A unique publication of its kind and it addresses broad and different topics such as heritage and its dissemination.

He is the director of the master's degree in cultural business management of the Higher School of Commercial Studies (HEC) of Montreal and belongs to the UNESCO Chair of Cultural Management. He has published more than 200 works and is a multi-disciplinary author in his discipline, among other activities of his long career.

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