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 日本マーケティング学会 ワーキングペーパーVol.6 No.5 
今日の音楽家が直面する生き抜くためのマーケティング活動
北米、豪州、チュニジア、そしてジュネーヴへ至った音楽家のライフストーリー
森 泰規
株式会社 博報堂 BID局 ディレクター
発行:2020年02月06日
更新:2020年02月06日
分類 : コラム
要約 :
北米出身スイス・ジュネーヴ在住のフルート奏者ジーナ・クトコフスキ氏へのインタビュー。

When overly commercialized, all fine arts, including classical music, would lose their essential quality. Nowadays, becoming a professional performer in classical (western) music is getting more and more difficult, but without them there would be no conveyor of true quality. So, how can one become a professional, playing music as their work and make a living?
Gina Kutkowski, an American-born flutist now based in Geneva, Switzerland will impart some perceptive wisdoms pertaining to all of the topics above along the way revealing, in essence, her how, what, and why to play. She started the journey to be a professional musician after her father’s sudden passing away, and worked her way up to be admitted to the Eastman School of Music, one of the best music schools in the U.S. After graduating Eastman, she won a scholarship to complete her master’s degree in Sydney, Australia. She taught flute in Tunisia and then moved to Geneva, the more French-influenced part of Switzerland which she had visited as a child with her mother who worked for Swissair and loved the country ever since.

Ms. Kutkowski has come a long way, playing around the globe and building a successful career. All out of pure passion for the art, it is impossible to fully uncover her odyssey with mere marketing jargons. But when we take into account her having to face the harsh competition in the European music market, perhaps we can gain a few perspectives. Her repertoire choices (i.e. not Bach or Nielsen, but Mozart and Rodrigo) can be seen as a strategy of differentiation, her ways of coping against other musicians as a set of effective management skills, and her vision and sense of purpose as a musician as a hint for innovation, which can all be an inspiration for marketing professionals.
キーワード : 演奏家とリーダーシップ 演奏家のマーケティング ファイブフォース分析
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