"Mozart is all about Creativity": Deconstructing the Music Image of Vienna in the Mozart Year 2006

By Anita Schlögl.

Published by The Arts Collection

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Article: Print $US10.00
Article: Electronic $US5.00

Vienna is known worldwide as the “capital of music”, which means, first of all, classical music. The city’s golden icons of Mozart, Haydn and Beethoven are still very effective today in holding and attracting tourists as well as citizens and investors. Decades of constant reproduction of the classical-music image has also attributed to the city a sense of being old-fashioned and single-edged. Yet away from the polished opera houses and concert halls, a dynamic and creative music scene has emerged over the last few years. This particular constellation was the impetus to commemorate the anniversary of W. A. Mozart in a different way than has been done before. This paper gives an overview of the artistic program and introduces a selection of exemplary projects. Different strategies of cultural image production, distribution, and consumption in the Vienna Mozart Year 2006 are analyzed. In doing so, the paper elucidates the influence of the festival on the image generating process as well as the repercussions of the so-called “economy of symbols” for urban space.

Keywords: Art Festivals, Music Events, City Images, Vienna Mozart Year

The International Journal of the Arts in Society, Volume 2, Issue 1, pp.147-152. Article: Print (Spiral Bound). Article: Electronic (PDF File; 538.879KB).

Anita Schlögl

Center for Metropolitan Studies, Berlin, Germany

Anita Schlögl has studied sociology, psychology and economy in Graz, Vienna and Berlin. She is currently writing her PhD thesis on the heterogeneous music cities of Berlin and Vienna, their music economies and image strategies. She is a fellow of the German Research Foundation and a visiting scholar at Columbia University. Her research interests include cultural economy, creative cities, and urban strategies of cultural development.

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