APCOM

"MiTo Settembre Musica", the International Music Festival which in 2007 connected for the first time Milano and Torino through the organization of over 180 concerts and meetings, has improved the image of Milano. That's the opinion of 60% of the spectators of the cultural event's first edition, according to a survey carried out by the Ask Center of Università Bocconi which has been presented today.

The analysis underlines that 32,8% of the people who took part in the Festival think that it has made the city's life quality better. Besides, 19,7% claim that it has enhanced the opportunities of socialization. Other data help to describe the success achieved by the initiative: 95% of the movie theatres and conference halls have been filled with spectators and the events' schedule has been judged as "good" or "very good" by 85% of the participants.

"The MiTo Festival has managed to attract a public who wasn't a habitual consumer of music", says Severino Salvemini, professor of Business Organisation at the Università Bocconi. "Thanks to these results we are able to predict the creation of a new demand and the strengthening of the existing one". As for the future editions, this investigation suggests that the relationships with the Turin audience should be intensified. The presence of young talents should be encouraged too. Finally, one of the aims is to promote the international dimension through partnerships and collaborations with other festivals and big musical institutions.