O show tem que continuar: marketing cultural no contexto das leis de incentivo à cultura

Abstract

In Brazil, the role of the organizations in the financing to the culture, through incentive laws or own resources is recognized, in the practice field, as cultural marketing. This research proposes a study of the cultural marketing in companies names as Holding, Institute and Services, that are part of a business group, from the point of view of the main stakeholders of the group in the process, seeking to analyze the effective practice of this important funder in Uberlândia/MG. The research also evaluated the cultural marketing process developed by the group in the perception of cultural producers who were and are sponsored by companies of the group studied and by other companies. The overall objective is to analyze the motivations that drive companies to sponsor entertainment projects through tax incentive laws. This was a qualitative research, with a single case study as a procedure method. The primary data were collected from semi-structured interviews, with the support of documentary research. When studying the case, the technique of content analysis was incorporated. The results show that the market and the cultural sector have divergent particularities and conflicting realities. Several cultural projects do not go out of print for lack of sponsorship. The insertion of a cultural entrepreneur in the competitive market of private sponsorship is therefore dependent on professionalization, the development of sales, negotiation and relationship techniques. Therefore, the challenges that the cultural producer must face in order to succeed in attracting resources and executing their projects are presented.