Opera marketing today

As ever with opera, marketing activity continues under pressure to develop new sources of supplemental support due to substantial cuts in government funding. Live performances, and especially touring performances, have reduced in number. Concert performances also seem to be more common. As a result, attendance at a live theatre presentation has come to feel more and more like a special event. There are also concerns about the wider Eco structure, where, for similar reasons across schools, universities and other institutions, the structures that previously supported musical education and experience seem to be increasingly depleted. The long-term effects of the pandemic and cuts to education for music, classical music and opera remain to be seen. By contrast, opportunities to view through cinema and online streaming have grown substantially. This expansion is required if new audiences are to be developed. Despite the lower prices and improved accessibility, users seem mainly to be drawn from those who have already experienced live opera. But the emergence of such strong evidence of international collaboration and community is impressive evidence of progress.