by Graziano Graziani & Sergio Lo Gatto
(Translation )
Despite its different metamorphosis, “369gradi” has played an important role over the last 10 years in reinforcing the contemporary productive contest in Rome as we know it.
The experience of this cultural organization - born in 2003 by the combination of diverse professionals all belonging to the field of the live performance; is similar to the experience of PAV and AREA06, in what the organizational, executional and, particularly in this case, the promotional work is necessary, on one hand for the affirmation of realities which are not yet part of a network, and on the other for the preserving and the implementing of an artistic identity . In other words, even the independent groups –meaning the ones that are not linked to a specific space or structure; and receive only a small support for their productions can use the services of a Company as 369gradi, which has the means to find –through a collaborative process; the more appropriate image to define them.
“369gradi” was created in a moment when there was no structure offering a cohesive support to both the organization and the promotion of the experimental Theater. The average amount of money needed for the promotion of a show was around 3000 euros, an unaffordable amount for the majority of the independent groups, particularly because the effectiveness of the investment was impossible to demonstrated, in a communication market crushed by the competition of the rich commercial theater .
“369gradi” Innovative model considers the organization and the independent enterprise as an experimental field of innovation, an “essential link between the artistic expression and those who enjoy it”, and sees in the creation of an organic “stable” of companies proposing a variety of languages, the element that reinforces this bridge.
Because of this ever improving structure, a 300 euros annual registration fee given by the companies allowed 369gradi to work on different promotional strategies, including the creation of digital media that would be mailed to a list of 450 production figures and structures.
The following step was the creation of the network ZTL, in 2005, to which 369gradi cannot actually be part of because it has no physical space. And yet, a recognition of the work so far realized, comes when the Rialto Santambrogio Theatre, takes place a festival not explicitly coordinated by 369gradi, but in fact composed for a good ninety percent of groups and artists already members of the it.
The promotional and organizational structure, whose services have been beneficial over the years for diverse local companies mentioned in the previous paragaphs of this research – for instance Accademia degli Artefatti, Andrea Cosentino, Fortebraccio Teatro, Tony Clifton Circus - , and for other extra-regional realities such as Punta Corsara; was also engaged with dance.
Both on a Regional distribution and on a National one, whithin Contemporary Live Art scene, Dance is the language that is followed the less, and that remains more tied to an audience of costumers and professionals very selected and , in some ways , selective. Dance groups supported by 369gradi, all of them involved also and especially in the educational, are Excursus, directed by Ricky Bonavita and Theodor Rawyler - a more traditional company supported by the Ministry of Cultural Heritage, that 396gradi promotes among those theater more interested in Dance like Teatro Vascello and Teatro Greco; Atacama, founded 1997 by Patrizia Cavola, whose interest lay in a less formal choreographic language; SAT Caputo Senica; Fabio Ciccalè - currently on a break due to their refusal of the public funding - and Sara Simeoni , with her company Senza Piombo.
To be added to this group, it’s an older collaboration with Danila Blasi, now president of CORE with Giovanna Velardi, very active in Palermo (Sicily) and in the rest of Italy. “396gradi” strategy in producing all those languages don’t ever consist on offering a predetermined package, rather on an accurate study of the artists in order to build a precise journey to follow and accompany them.
The method of work, proved successful in times where a promotional network for the contemporary art scene as well as any contact with trans-regional realities, were yet to be created, has to deal today with the domineering presence of the web, that requests a totally new elaboration of the productive strategies. At the moment, the organizational and promotional aspects of 369gradi needs to be reconsidered while the scope of the production is back to being central. Since 2009, the brand “369gradi Production” took over - under the Artistic Direction of Valeria Orani - Benvenuti Ltd.
Parallel to his commercial production, “Alessandro Benvenuti’s Company” had recently begun investing into the contemporary scene, particularly into Festivals such as “Volterra Teatro” and “Inequilibrio/Armunia” in Tuscany. Together with the artists that were already supported by Benvenuti Ltd. in Tuscany (particularly Roberto Abbiati and Leonardo Capuano), “369Gradi Production” is now producing to other specific artistis or their specific projects.
The production of Lucia Calamaro "L’origine del mondo. Ritratto di un interno" (The Origin of the World) which gained her a UBU award as the best dramaturgy, goes together with the production of the ensambles “Punta Corsara”(Petitblok) and “Cassepipe Teatro” by Vincenzo Manna, and the production of director Andrea Baracco and main actor Giandomenico Cupaiuolo: Julius Caesar by William Shakespeare.
