MUSIC MANAGEMENT IN ACADEMIC ART AS A TOOL OF "SOFT POWER"

Kirnarskaya Dina Konstantinovna

Modern "soft power" is a much more effective form of political power, contributing to the harmonization of intercultural communication and strengthening the influence of the state in the international arena, unlike the means of "hard power". One of her instruments is classical music, which is integrated into the world cultural space thanks to the competent work of music management. Academic art in Russia presupposes a conglomeration of the business industry and government support – only in a constructive synthesis of these structures will classical music be able to further preserve the richness of its cultural heritage, gain leading positions abroad and influential positions in the system of global political communications. The most relevant way to exert "soft power" on musical culture in academic art by means of music management is to sponsor projects and train promising performers and composers. Classical music, promoted and popularized through the work of music management in the context of "soft power", helps attract foreign capital to Russia, modernize the music school, preserve and spread the Russian musical heritage and spiritual values, as well as form a pool of well-wishers from among the foreign public and consolidate the Russian-speaking population.

Keywords:music management, academic art, classical music, "soft power", foreign policy, Russia, culture, instrument of cultural influence