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`Korean performing arts need bigger PR for global audience`

`Korean performing arts need bigger PR for global audience`

Posted August. 19, 2011 04:59,   

한국어

“Korean performance arts have become world class. Now is the time for Korea to consider how to introduce its performances to the world, not how to increase their quality.”

Jonathan Mills, director of the world famous Edinburgh International Festival, said this in an exclusive interview with The Dong-A Ilbo on Wednesday in his office at the top of a renovated Gothic church near Edinburgh Castle, the hub of the festival.

He added, “Certain Korean performing arts are the best in the world.”

The Edinburgh Festival Fringe, the world’s largest festival with around 2,000 performing arts events every year, is derived from the Edinburgh International Festival that started in 1947. The international festival and France’s Festival d’ Avignon are considered the world`s top two major performing arts festivals.

An Australian composer-turned-director, Mills has led the festival since 2007. He focused on Asian performing arts this year, officially inviting three Korean performances: “The Tempest” by the theater group Mokhwa, “Princess Bari” by Ahn Eun-me Ballet Company, and the Seoul Philharmonic Orchestra led by Chung Myung-whun. This was the first time for Korea to be invited to the Edinburgh Festival.

“I barely knew about Korean culture three or four years ago. When I watched Korean movies at the Melbourne Film Festival, I got totally into them. After visiting Korea at the invitation of the Korean government, I got to know that Korea makes the most interesting attempts in all arts ranging from movies and visual arts to performance, art and music,” he said.

The 40-something art director picked Korean artist groups himself this time at his fifth festival.

“I was so impressed by Mr. O’s ‘Romeo and Juliet’ and discussed with him what to choose among Shakespeare’s works, and I picked ‘Tempest.’ I chose Ahn Eun-me because she interpreted the most traditional Korean story in the most modern manner by adding my favorite pansori (traditional Korean lyrical opera). I chose the Seoul Philharmonic Orchestra right away when I first went to its concert in Tokyo a few years ago,” said Mills.

“The three groups were invited because they fit in to the festival in artistic features as well as their schedule and size,” he said, indicating his willingness to further open the door to other Korean art groups.

Dong-A was the lone Korean media outlet invited to the festival.

Mills said, “Come to Edinburgh and show your ability first at the Festival Fringe. If you can prove yourself, you`ll have many opportunities. If Korea’s Culture, Sports and Tourism Ministry, the Korean Culture Centre UK and Korea Art Management Service continue assistance with a strong will that they will let the world know about Korean culture as they do now, I’m sure you will definitely keep hearing good news.”



confetti@donga.com