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An Exploration of the Involvement of the Sponsoring Company in the Creative Control of the Performing Arts-Making Process : A Case Study of the Art-Business Cooperation in Taiwan
"Art-Business Cooperation" is a cooperation mode in which performing arts groups work with enterprises for mutual benefits, assistance and growth. Enterprises sponsor performing arts groups in the form of finance, products, marketing resources or volunteers. Performing arts groups also return corresponding resources to enterprises. Speculations are whether, under this partnership, enterprises proceed to obtain decision-making powers as sponsors and interfere with the creative processes of performing arts groups, in order to promote the brands of enterprises or the effects of commodities. Domestic art-business cooperation mostly examines, from the perspective of CSR, the impact enterprises sustain. This paper explores the impact of corporate sponsorship from the perspective of art groups. The study not only collects relevant information on art-business cooperation, corporate sponsorship and embedded marketing but also conducts semi-structured interviews with performing arts groups and enterprises. The interview outlines are designed to examine the mode of art-business cooperation, the impact of art-business cooperation, and the prospect of art-business cooperation. Contents of the interviews are to be complied into case studies. Through the analysis and comparison of the cases of performing arts groups and enterprises, it is concluded that an art-business cooperation is mainly based on a hybrid model, and diversified cooperation methods are conducive to enterprises to carry out various marketing activities; creation focuses on placement, and the degree of involvement is directly proportional to the amount of resources invested; and when a company is not involved in creation, there are other types of involvement in performing arts groups, such as title sponsorship, brand exposure and public relations activities, etc. The research finding responds to the research theme and puts forward specific directions, hoping that art-business cooperation will become a win-win synonym for the arts, culture and business circles.
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