Venice 2022, the Nuovo Imaie award to support young artists
Always alongside the artists: not a slogan but a value to work for every day, from the foundation in 2010 to today. It has come to represent over a million artists in the world, including interpreters of music, cinema and TV, and an indicator by analysts in the first place for the audiovisual for efficiency among the collect – the collective management companies of related rights – the New IMAIE (New Mutual Institute for Artists and Performers) is at the Venice International Film Festival, for the eighth consecutive year, with the Nuovo Imaie Talent Award.
Venezia 79, Francesca Chillemi and Can Yaman enchant on the red carpet. What’s between them?
THE FRAME
The award will be awarded on 9 September, in the prestigious setting of the Hotel Excelsior on the Lido, to two actors at the debut, a woman and a man, who will be awarded on the recommendation of the National Union of Italian Film Critics and the National Union of Italian Film Journalists. – a scholarship to invest in training. “Supporting artists is one of our most important objectives, explains Andrea Micciché, President of Nuovo IMAIE because doing this job does not automatically mean getting rich. And success is a variable that touches only a few. Behind the greatest and the most fortunate there is a group of small, great artists who have had less luck, or who are more fragile because at the beginning of their careers. When we do support events, like this award, we think mostly about them. Cinema is great when there are great supporting actors. And they are the ones who are most urgently needed to protect ».
A mission became particularly evident in the years of the pandemic, when Nuovo IMAIE distributed to members, through special funds, over 35 million euros, paying more than 61 million rights and contributions between the music and audiovisual sectors.
THE ESTABLISHMENT
“The day after the establishment of the red zone in Codogno we cleared all the artists in the area of one thousand euros: they were people who literally could not leave the house” says Micciché, also recalling the 22 million euros allocated from 2014 to today, with the calls of article 7, in support of artists in their professional and human path. «Our institute has become a reference point for artists. Beyond the role of intermediaries for rights, we have put social safety nets at the center of our activities. Covid was not devastating for the production companies, which in fact never stopped, but for a large slice of artists who could not work, on which the pandemic had a devastating economic impact. In that case we were decisive, we never stopped, trying to guarantee a livelihood to those in need ». But Nuovo IMAIE is also among the first collecting companies in the world to have closed negotiations with the biggest players in the world streaming, from Netflix to Apple, from Amazon to Tim Vision, Rakuten and (in the process of being finalized) Google: ” In recent years, the consumption of protected content has increased. Consumers enjoy audiovisuals more than before, not so much on TV or in theaters as on digital, or where they can see how much, how and when, what they want. But the authors have not benefited from this enormous expansion. The intermediaries, those who invested in the web, and who, through a link to the contents, grab the profits of advertising, profited from it.
THE BATTLE
The Nuovo IMAIE is therefore at the forefront of the battle for the approval and implementation of the copyright directive, the one in favor of reducing the gap between the proceeds of the large web platforms and artists: «We have gone from consumers to commodities. The European Union, aware of the difference in earnings, issued the copyrght directive in 2017.
In November of last year, the directive was implemented, and since then we have been carrying out negotiations with who must pay the artists’ compensation, first of all Google ”.
In this context, the award awarded in Venice (to be presented by the actor Giorgio Pasotti) is also a way to signal to the institutions the need to keep culture at the center of the political agenda, after the difficult years of the pandemic and the recovery : «In view of the elections there is much concern about the possible initiatives of a new minister of culture. The question is: will it take away the tax credit? I hope, and I am convinced, that whatever color the next government is, it will consider culture at the center of maneuvers and interventions. Moreover, if Italy is a country known and loved in the world, it is also for its great cultural level ».
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