On November 22, The China Arts and Entertainment Group (CAEG) and IMG Artists announced a new joint venture – Sino America Global Entertainment (SAGE) – effectively the largest private, performing arts partnership between the United States and China. Liu Yandong, Vice Premier of the State Council, and Ding Wei, Vice Minister of the Ministry of Culture oversaw the official signing during a Symposium held at Carnegie Hall in New York. Dignitaries and executives from the leading arts, education, and culture institutions in New York were in attendance.
IMG Artists LLC is a leading universal performing arts management corporation with diverse lines of business. IMG Artists’ capabilities include the management and touring of world renowned musicians, dance companies, orchestras, and attractions, as well as consulting and advisory work for independent clients, arts institutions, concert halls, and culturally engaged corporations.
According to CAEG’s website, "China Arts & Entertainment Group (CAEG) is a large State-owned cultural company, and one of the four national model bases for cultural exports affirmed by the Ministry of Culture. CAEG so far has organized 290 programs and 21,000 performances in some 60 countries and regions, attracting more than 28 million audience members. The group has 19 wholly-owned companies at home and abroad."
According to Zhang Yu, president and general manager of CAEG, the mission of CAEG is to have Chinese culture "go global." With SAGE, Chinese cultural programs can reach mainstream audience in North America via operations such as North American business tour, "Chinese Culture Week," and "Chinese Cultural Festival." But there is a greater significance. "For a long time, the landing of our cultural and arts products overseas has depended almost entirely on foreign performing companies. Although this avoided risk, we lost the autonomy of our cultural products. As we could not reach the end consumers, we were not able, on a fundamental level, to enter the market and effectively compete. The launch of the joint venture allows us to be effective in localizing the operations in New York, the center of world’s performing arts, and other parts of the North America market, so as to transition from the model of relying on local performing companies to directly facing the end consumers."
SAGE will build new platforms for global entertainment and performing arts initiatives including international arts festivals, talent exchange, sharing of local market expertise and more.
Source: Xinhua, December 3, 2013