From Marketing Opera

Vox Populi and the Houston Grand Opera

Anthony Freud is the new General Director of Houston Grand Opera and believes that his opera company is essentially a cultural services company.  His mission goes beyond selling tickets to the mainstage productions and education outreach (opera camps, opera in schools, preschool opera programs).  Freud has developed a program called Song of Houston in which he co-commissions and produces operas about the various ethnic groups that live in Houston, i.e. vox populi works.  He’s hoping these works will resonate with African, Central American, Indian, Mexican, Pakistani, Soviet-era Jewish and Vietnamese immigrants. All this is an attempt to help opera shed its “snooty image” according to Wall Street…

Getting people interested in opera…

http://www.artsjournal.com/jumper/2010/12/slow-food-a-model-for-the-arts-and-culture-sector/ The slow food industry has had to re-think its approach to branding and figure out how to redirect potential customers from the Burger King drive through back to whole food consumption.  Likewise opera organizations are always brainstorming about how to bring in new audiences.  The Metropolitan Opera’s HD simulcast is just one fabulous marketing technique, but more initiatives are needed.