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Young European artists train in marketing at UCAM

The Los Jerónimos Campus hosted the Art Marketing Training event, along with the final meeting of the European project Refresh+. Both events have allowed 11 European artists to learn about artistic marketing and how to promote their personal brands.

The Universidad Católica de Murcia, through the Faculties of

Communication and Sport, has hosted the final event of the international

project Refresh+. This cultural research, funded by the European

under the Creative Europe programme, has focused on the

development of emerging artists in Europe and the enhancement of European

cultural heritage based on the legends of the partner countries: Croatia,

Finland, Romania, Slovenia, and Spain.

The event has focused on training 11 European artists in basic marketing and

personal branding techniques to become future cultural references in Europe.

At the same time, the final meeting of the project and two panel discussion

tables have been organised in collaboration with the partners, aiming to

disseminate the good practices of the Murcian cultural industry with the

participants of this European project. Speakers included Manuel Cebrián,

Director of the Instituto de Industrias Culturales y de las Artes (Institute of

Cultural Industries and Arts of Murcia), along with Elena Azzedin (from the

artists residence Centro Negra
, in the town of Blanca), Claudia Orellana

(from Son Buenos, developers of BigUp!), Carlos Hernández Ruiz

(Estrenarte Festival), Juan Albaladejo (CreaJoven) and Amber Kay (from

Cuartel de Artillería).

The main aim of the Refresh+ project, which ends this month, is to contribute

to the orientation of new generations of European artists in strengthening

their capabilities in order to promote their independent and international

artistic career as well as their positioning in the market
. This project

culminates the artistic collaboration between UCAM and various European

universities and cultural industries that began in 2018 with the European

project Refresh, the precursor of the current cultural research.

Manuel Cebrián remarked during his speech that “projects like this showcase

the cultural industry of the Region of Murcia and help to promote talent in

the different arts. Such promotional initiatives are very important for the

Region. If we did not have these promotional platforms for young artists, this

industry would not develop.

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