Culture
Alfa-Bank plays an active role in developing cultural and educational activities, primarily to support national art. On 7 June 2000, the Ministry of Culture of the Russian Federation and Alfa-Bank signed a cooperation agreement, under which the participants agreed to work together to organise joint cultural events and creative projects. Every year, exhibitions and concerts are held with the support of a bank in Russia. In addition, Alfa-Bank participates in the organisation of exhibitions and concerts by Russian cultural figures abroad. For example, on 18 February 2000, a concert by the Moscow Virtuosos Symphony Orchestra conducted by maestro Vladimir Spivakov was held in London. It was the orchestra's first performance in London for 10 years. The presentation was sponsored by Alfa-Bank. Alfa-Bank and the Moscow Literary Fund run a scholarship support programme for writers, aimed at motivating authors to create new works of literature: prose, poetry, drama, translations, and books for children.[54]
The bank is also one of the co-founders of the "Big Book" National Literary Award.
Alfa-Bank periodically sponsors or participates in the organisation of concerts by foreign stars in Russia, including Bono (2010), Elton John (1995, 2001, and 2007), Aerosmith (2007), Sting (1996, 2001, and 2006), Whitney Houston (2004), and Paul McCartney (2003 and 2004). Some of the singers invited were performing in Russia for the first time.[55][56][57][58] Alfa-Bank also organises an electronic music and technology festival called Alfa Future People. Headliners have included stars of the world electronic scene such as Paul Oakenfold, Avicii, Skrillex, Pompeya, Tesla Boy, and Infected Mushroom, among others.[59][60]
In July 2014, Alfa-Bank announced the launch of the City Tours with Alfa social project. The Bank provides financial and organisational support to the country's best museums, as well as tour bureaus supporting the development of city tours in Russia.[61]
In early 2021, Alfa-Bank hired the Russian rapper Morgenshtern as a "youth director". This was preceded by the appearance of a scandalous video in which the Federal Antimonopoly Service found violations of Russian advertising law. The singer's task was to attract 100,000 young new clients. Some experts see this venture as a reputational risk.[62] After an administrative case was initiated against Morgenshtern in April 2021 for drug propaganda, Alfa-Bank disavowed previous messages and called them an "advertising stunt".[63]
