Artsbeat

What’s in a name? A lot if you’re in charge of what was formerly known as the Philadelphia Fringe Festival. Last year, Fringe producing director Nick Stuccio announced plans to divide the seven-year-old festival into two separate components -- a curated arts festival and an entirely open, self-produced fest more in tune with the original spirit of the granddaddy of all Fringe, the Edinburgh festival.

Stuccio and co. knew all along that the uncurated portion of the Philly festival, formerly referred to as "unfiltered," "bring your own venue" and "Fringe of the Fringe," would retain the name Philly Fringe, giving the title back to its more rightful owner. The question was, what should they call the curated festival? What name would embody the spirit of this newly minted event and draw in picky Philadelphia audiences?

In the end, Stuccio and his staff decided simple was best. So, Ladies and Gentlemen, we're pleased to introduce you to … The Philadelphia Live Arts Festival. Why live? Stuccio says the name, which has already been shortened to "Live Arts" around his office, was a way to "try and zero in on a core aesthetic we have. "Live' was just a great way to couch what we do, it's performance, it's time based, it's human-being based, it's not virtual, it's not a museum, it's not things on a wall. There's nothing wrong with that, but it's not what we do. There's an immediacy to the work we do." Plus, he adds, "It's short and it's quippy."

Other than a change in nomenclature, Philadelphians attending the eighth annual festival, which runs from Sept. 3 to 18, won't notice much of a difference. The festival guidebook will indicate that there are two separate festivals under one umbrella, but, for now, "It's important that these two festivals share sources and resources," Stuccio says. With limited funds to cover both fests, Live Arts will have to depend on the good name forged by the Philly Fringe for its initial revenue boost, but, Stuccio hopes, "Eventually Live Arts will have equity and Philly Fringe can benefit from" its sister festival. Live Arts' staff is currently programming its inaugural season, which will feature prominent local and national acts. For more Fringe/Live Arts information, visit www.pafringe.org.

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