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City Branding and the Popular Music Star: The Case of Mina, Cremona, and 'Cremona canta Mina' (2018)
Ist Teil von
Italian studies, 2019-10, Vol.74 (4), p.413-426
Ort / Verlag
Routledge
Erscheinungsjahr
2019
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
Mina is arguably the best-loved and most successful female Italian popular music star. More than this, she has become part of Italian everyday life and cultural heritage, and an icon of Italy of which the country can and should be proud. Yet despite being known as 'la tigre di Cremona', Mina is not automatically seen as a symbol of the Lombard city where she grew up. The city had also not sought to make prominent use of Mina's iconicity in the generation of its own brand narrative until 2018, when Cremona organised a programme of events entitled 'Cremona canta Mina'. This generated a new narrative around the city's relationship with the star, which contributed to rework the city's image. By examining this programme of events, this article contributes to our understanding of how a popular music star can be used to contribute to and enhance a city's brand narrative.