TY - JOUR
TI - The Metropolitan Opera jako wiodący producent spektakli operowych. Strategia kreowania marki the Met
AU - Lakner, Agnieszka
TI - The Metropolitan Opera jako wiodący producent spektakli operowych. Strategia kreowania marki the Met
AB - 
	The Metropolitan Opera jako wiodący producent spektakli operowych. Strategia kreowania marki the Met

	The aim of an article is to show a strategy of creating brand by Metropolitan Opera according to the theory of global culture industry by Scott Lash and Ceila Lury. The main process which plays a significant role in this strategy is a medialisation of the opera, which provides constant update of this genre and helps it to adapt its form for a contemporary consumer. This strategy changes the relation between product and its recipient on several levels and makes an opera a new, fresh and modern music genre, as well as a theatrical and cinematic experience. Expansive Met brand transforms the operatic industry and introduces numerous innovations as Live in HD, iPod applications, Met on Demand, a brand of a singer etc. There’s also a significant aura around this brand, which imposes a form of thinking and causes certain expectations in relation to the consumer goods made by Met. According to the Roland Barthes’ theory of modern myth, the perception of this brand depends also on its history, memory and tradition, as well as being created by the identity itself. Thanks to the innovations and the nature of the event, an access to the opera nowadays is much easier and becomes a sign of a modern era.
VL - 2016
IS - Numer 29 (2/2016)
PY - 2018
SN - 2956-4107
C1 - 2353-7094
SP - 52
EP - 69
DO - 10.4467/23537094KMMUJ.16.007.8046
UR - https://ejournals.eu/czasopismo/kmmuj/artykul/the-metropolitan-opera-jako-wiodacy-producent-spektakli-operowych-strategia-kreowania-marki-the-met
KW - opera
KW - Metropolitan Opera
KW - brand
KW - opera marketing
KW - global culture industry
KW - mediation