Here is a prime example of successful communication by the artistic performances during the opening ceremony of the Paris 2024 Olympic Games. The power of art is at its zenith.
Beyond celebrating the Olympic Games, some might say it has nothing to do with sports.
Where does it take place?
Of course, it promotes Paris and its monuments. Yes, the stones are old, but so what? It's primarily a means to bring contemporaneity to a space. The Eiffel Tower speaks to us today. It is not encased in a history book. An artistic performance takes place in a location, and a "Live" concert is inherently linked to a specific spot. A place is only alive if it is the stage for events. We tend to think the opposite. It is the opening ceremony of the Olympics that has given Paris its splendor this time, not the other way around. Or perhaps it's a way to give life to something inanimate? I'll let you decide who is the greater Lady between Céline Dion and the Eiffel Tower. As for me, I have no doubt on the subject. Please feel free to comment .
The Messages:
Now, I'll make it even simpler and focus only on the most evident musical performances in terms of political message: There is no second interpretation: the message is so clear that they could have even put a title on it.
Nothing subtle here, why should it be?
Philippe Katerine talks about inclusion in a surprising smurfish bacchanalia performance. What joy and humor for such an important subject. Yes, Philippe Katerine sings like a banana, so what?
Juliette Armanet revives John Lennon's activism against the Vietnam War, the conflicts in Northern Ireland or the Cold War. Do I need to list today’s conflicts? Personally, I appreciate the well-meaning. These songs make me cry. And then I wonder at the end if I can do something to avoid provoking the next war. That’s already a beginning.
Aya Nakamura joins the French national guard to blend it. There is no clearer message than defending cultural diversity and a middle finger to the racism ravaging France. Why not give Her as an example since we are here?
The Art and Brands:
I like it when I am informed that Friot, Berluti, Chaumet, Dior, Louis Vuitton, Moët Hennessy or Sephora are part of this. Who made the knight's armor costume galloping on the stage? I admit, silver knights make me dream! It’s completely petty to reduce this to product placement. This is magnificent, bravo to its creators. Just like the artisans who struck the Olympic medals or the splendor of all the buildings that will host the events. The artistic performances of the ceremony promote exceptional products. It is a privilege to be able to contemplate them like this.
The Power of Art:
Sport is not my sector but certainly promotes brands . Anyhow , I can tell you that an artistic performance can delight public opinion: promoting places, ideas, and products.
What an unsuspected power some have, right?
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Founder & Editor-in-Chief of BeFifty
1mo💯