Lancement, production et développement d'un spectacle musical indien sur la scène internationale (document en anglais)

Master thesis

Bharati The Show :

Launching, production and development of an Indian musical show on the international stage.

Master thesis presented to Centre MIM

Pôle formation CCI XXX

Within the framework of Marketing and International Management Master degree achievement

Centre MIM

Pôle Formation CCI XXX

France

November 13th 2010

Christian M., 2010

Abstract

This memoir seeks primary to describe how an Indian musical live show based on traditional values, with a lot of specific cultural aspects, became an international success all around the world.

This document will analyze the strategic aspect through the musical show named Bharati.

The musical show Bharati is an

The success of Bharati came first with a trend success from India: the cinema of Bollywood.

INTRODUCTION

PARTIE I. MUSIQUE ET DANSE DANS LA CULTURE INDIENNE

1. Histoire et origines des arts indiens : du mythe à la réalité

1.2. La musique

1.3. La danse

1.4. Le cinéma

1.5. La culture

1.6. La religion

2. L'industrie cinématographique et commerciale indienne

2.1.. Les cinémas indiens

2.2. Bollywood une usine à rêve

3. Splendeurs et misères du cinéma indien

4. Bollywood : un cinéma différent et universel ?

5. Le réveil de l'Inde : les arts et la culture indienne à la conquête du monde

PARTIE II. L'INDE FAIT SON SHOW : BHARATI 600 MILLIONS D'EUROS DE CHIFFRE D'AFFAIRES

1. Le spectacle vivant indien

2. Bharati, une petite entreprise... israélienne propulsée au rang de blockbuster mondial !

3. Stratégie de diffusion à l'étranger : un management à échelle mondiale

3.1. Production et direction

3.2. Gestion des risques, identification et anticipation des problèmes

3.3. Manager la création

3.4. Manager les artistes

3.5. Partenariats, diffusion et démarche exportatrice

3.6. Organisation, technique et logistique

3.7. Être remarquable : stratégie de communication & politiques marketing

3.8. Contextes politiques et culturels Européens

3.9. Contextes politiques et culturels Mondiaux

3.10. Compréhension de l'environnement culturel, acculturation et stratégies de séduction

3.11. Mécenat & sponsoring

PARTIE III. PERENNISATION ET RÉSEAUTAGE INTERNATIONAL

1. Les retombées

2. Edition et Merchandising

3. Perspectives futures

CONCLUSION

ANNEXES

I. PART I. MUSIC AND DANCE: PART OF THE INDIAN CULTURE

A. Origins and History of Indian arts: from the myth to reality

1) Music

The music of India includes multiple varieties of folk, popular, pop, classical music and R&B. India's classical music tradition, including Carnatic and Hindustani music, has a history spanning millennia and, developed over several eras, it remains fundamental to the lives of Indians today as sources of spiritual inspiration, cultural expression and pure entertainment.

The two main traditions of classical music are Carnatic music, found predominantly in the peninsular regions, and Hindustani music, found in the northern and central regions.

Hindustani music

Hindustani music is an Indian classical music tradition that goes back to Vedic times around 1000 BC, and further developed circa the 13th and 14th centuries AD with Persian influences and from existing religious and folk music. The practice of singing based on notes was popular even from the Vedic times where the hymns in Sama Veda, a sacred text, was sung as Samagana and not chanted. Developing a strong and diverse tradition over several centuries, it has contemporary traditions established primarily in India but also in Pakistan and Bangladesh. In contrast to Carnatic music, the other main Indian classical music tradition originating from the South, Hindustani music was not only influenced by ancient Hindu musical traditions, historical Vedic philosophy and native Indian sounds but also enriched by the Persian performance practices of the Mughals. Besides pure classical, there are also several semi-classical forms such as thumri, dadra and tappa.

Carnatic music

The present form of Carnatic music

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