UDC 785.

11
UDC 316.7:785.11(497.11)
DOI: 10.2298/ZMSDN1447323I

:
*

.


5, 36210 , a
-: smiljkais@gmail.com
: ,
, , ,
. -
,
, -
. ,
,
,
, -
. ,
.
2011.
,

.
: , , ,

,
.
-

*
47004
(20112014), .
324

(
) ,
.
,
, -
, , ,
. , .
,
, , -
,
.
, , -
[Adies
2002]. ,
, - .
,
.

, .

(
)
[Adies 2002].
, -
. ,
, ,
.
, ,
, . -
,
.

.

, .

,
,
, -
.
( , ,
 325

, ,
, ,
),
[Kolber 2010]. -

.
,
.
,
,
,
. ,

.
,
, -
, , -
,
[Berns,2009]? a, -
,
.

(Gaius Cilnius Maecenas, 708 . .),
, ,
(, ,
). -
.
philos () phileo () anthropos (),
, , , -
. patronatus,
() .
,
, .
,
.
, . -
. (Lorenzo il Magnifico,
14491492), ,
, .
326

,
(Josquin de
Pres, 14401521), (Johannes Ockeghem, 14101497),
(Alessandro Agricola),
. ,
, , . -
, , ,
,
, .

. (,
/),
. .
-
, ,
.
(Johann Jakob Froberger, 16161667),

, ,
III (16081657), ,


,
(John Dowland, 15631626) (Peter Paul Rubens,
15771640). -
IV (Lamento sopra la dolorosa perdita della Real
Maesta di Ferdinando IV) III (Lamentation faite sur la mort
tres douloureuse de Sa Majeste Imperiale, Ferdinand III).
,
(Johann Sebastian Bach, 16851750), o je ,
,
.
-
. , -
-, ,
. ,
, ,
-.
,
, , ,
,
 327

, ,
.
1710. , .

, [Isakovi 2010: 83].
(-
, ),
. , .
, ,
, , ,
, .
. ,
.

[Sanford 1963: 19]. (Carl Philipp
Emanuel Bach, 17141788)
, a II. -

, -
. , -
(Wilhelm Friedemann Bach, 17101784),
, ,
. . ,
(Johann Christoph Friedrich Bach, 17321795)
-
(Schaumburg-Lippe-Bckeburg). (Johann
Christian Bach, 17351782),
,
, (Agostino Litta),

. -
, ,
(Music Master)
.
, (Georg
Friedrich Handel, 16851759) , ,
,
,
. ,
, .
- (Jean-
328

Baptiste Lilly,16321687) ,
, XIV.

. ,
. ,
(Francois Couperin le Grande, 16681733),
, ,
, .
,
, .

(Domenico Scarlatti, 16851757)
, -
,
.
, -
.
.
(Carlo Maria Broschi, 17051782).
, (16781741),
, ,
.
, -
,
, .
, .
,
(Arcangello Corelli).
,
.
-
, (Joseph Haydn,
17321809) -
,
.
, ,
. ,
.
, ,
.
, (Wolfgang Amadeus Mozart, 17561791)
 329

, . ,
,
, ,
.
,
, .
, : ,

, .
, .
, ,
.
, ,
.
, .
. ,
. [Mocart1990:
126]. : , [Mocart 1990: 128].
O ,
1790, , :
,

[Mocart 253]. ,
,
.
.
(Ludwig van Beethoven, 17701827),
,
.
, -

. , ,
. -
,
. - ,
,
(Kinsky) (Lobkowitz)
(17881831) ,
, . -
, , -
, -
330

, :
. 81 (Les Adieux/ ),
, , 1809.
. : , , 4. 1809,
-
. .
. 74, ,
1809. , (
).
. -
, ,
19. . , ,
, (
) (Pyotr Ilyich
Tchaikovsky, 18401893).
,
-.
(Claude
Debussy, 18621918),
, ,
, .

Good art is good business1. (Philip Morris)

, ,
.
()
. -
, ,
, .
- (
), 2,

1
( ).
2
2005. 2006,
78 .
, -
, , .
 331

,
,


. ,

,
.

. ,
,
. ,
.
,
.

Nomen est omen3

: ,
,
,
.

, ,
.
IBM, , ,
( ).
(Societe Generale).
, .
, j -
(1954), 1997.
,
. 1998.
,
, ,

3
Nomen est omen lat.
332

.4
.
.
,
1977. ,

. ,
.
, -
.
, 1908. ,
,
, ,
, .
, -
1998.
, .
,
,
. -

2011. ,
-
,

. ,
.
,
.

. ,
. -
2004. , VIP
.
, ,

. -
,
, ,

4
: http://www.youtube.com/watch?v=qGR1NcH1tLs
 333

( 100 25.000.000 ),
.
, ,
. -

( ).
,
(5.500.000 ). 2010.
,

. , ,
,
2010, ,
.
. . (20102012), . . .
(20092010), . . (2010), . . (2011) .
. (20072008), 2013. .
2004,
. 2013,
, ,
,
.
,
,
American Friends of Belgrade Philarmonic Orchestra .
. -
, -
,
.
(America's luxury
home builder Toll Brothers), (The Annenberg
Foundation), . (Endowment for
Broadcast Media), .
-

,
. -

.
334

/, , ,
.
, , -
. -

, , .
, -
, .
, ,
, .
,
,
.
,

, , ,
, ,
. ,
, [Rot 1996: 122],
. , , , ,
. -
, ,
.
-
, :
. ,
. , ,
,
( )
. De Sponzoribus nihil nisi bene5 [Isakovi 2007].
,
.
2014.
.
. 5564 ,
4554
-
. -

5
O . . : .
 335

. , .

,
- .
,
.
,
, ,
, . ,
,
.
,
, .
, ,

, .

, ,
. ,
,
, ,
.
. (,
, ) .
,
,
. ,
,
.
,
,
,

.

, (2010). . : .
, (2007). , : .
, (1994). . : .

Abramson, Lrry (2004). Talking Business. UK: Classical Music Magazine.

336

Adies, Isak (2002). Menadment za kulturu. Novi Sad: Adies menadment konsalting.
Bah, Ana Magdalena (1989). Mala hronika Ane Magdalene Bah (ured. K. Mievi). Banja
Luka: Glas.
Berns, Vilijam D (2009). Menadment i umetnost. Beograd: Klio.
Betoven, Ludvig van (1955). Pisma (ured. I. Samokovlija). Sarajevo: Svjetlost.
Digl, Kit (1998). Marketing umetnosti. Beograd: Klio.
Holst, Imogen (1965). Bach. London: Faber&Faber Limited.
Hutchings, Arthur (1986). Mozart. Barcelona: Salvat Editores.
Isakovi, Smiljka (2010). Menadment muzike umetnosti. Beograd: Megatrend.
Kirckpatrick, Ralph (1953). Domenico Scarlatti. Princeton: Princeton University Press.
Kolber, Fransoa (2010). Marketing u kulturi i umetnosti. Beograd: Klio.
Mocart, Vofgang Amadeus (1990). Pisma ocu (ured. K. Mievi). Banja Luk: Glas.
Rot, Peter (1996). Sponzorisanje kulture. Beograd:Klio.
Sanford, Terry (1963). The Music of Bach. New York: Dover Publications. Inc.
ei, Dragievi Milena (1993). Sponzorstvo umetnosti u sklopu poslovne politike modernih
preduzea Marketing u umetnosti. Beograd: FDU.
Thayer, Alexander W (1991). Thayer's Life of Beethoven. Princeton: Princeton University Press.
Vartkes, Baronijan (2008). Muzika kao primenjena umetnost. Beograd: Univerzitet umetnosti.

SCIENTIFIC REVIEW PAPER

CLASSICAL MUSIC IN THE NEW MILLENNIUM: RETURN OF PHILANTROPY

by

SMILJKA LJ. ISAKOVI

University of Kragujevac
Faculty of hotel management and tourism
Vojvoanska 5a, Vrnjaka Banja, Republic of Serbia
-mail: smiljkais@gmail.com

SUMMARY: Artists need economic base and financial support, either by individuals,
corporations, non-profit organizations or government institutions. Investing in culture
implies the provision of natural and human resources for artists and cultural institutions,
in order to achieve, in return, certain counter services - generally improving the image.
Those who want to influence the world must offer to the society something healing and
positive, such as culture and art. These contribute to the vitality and mental health of
society in finding the sense of identity and the meaning of life in turbulent times. Thus the
benefactor eternalizes his name for future generations while artists sometimes become a
living advertisement of their patrons or sponsors. In 2011, Ministry of Serbian Culture
established the Golden Wreath award for the contribution to the development of Serbian
culture through sponsorship and donations. This is the ideal form of support for the
existence and development of arts and classical music in Serbia.
KEYWORDS: patronage, classical music, investment, socially responsible behavior