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Georgia Rivers: Marketing beyond your core audience

How do you sell a product few people have heard of, many don’t think they need, and that costs a lot? What happens when your core audience is shrinking and lots of your content is available for free online? Where do you look for new audiences… and how would they find you? Opera Australia‘s Sales ... Read more

Published: 2020 | Resource type: Guide/tools

How do we experiment with audiences when we’ve got no live work to experiment  on? #ADA

The first blog by Leo Doulton (Digital Content and Promotion) and Anna Gregg (Administrative Director ) at Tête à Tête  as part of their Fellowship at the Audience Diversity Academy 

Published: 2020 | Resource type: Article

Digital Lab. Opera North. It’s Raining Stats and Blogs.

The second blog by Tom Morris (Marketing Officer) and Lily Ackroyd-Willoughby (Web and Digital Officer), Opera North as part of their joint  Fellowship at AMA Digital Lab.  

Published: 2020 | Resource type: Article


Arts leaders can't afford to forget politics

If ethical questions lead us to pick and choose what is right and wrong from an artistic perspective, or to judge the credentials of our corporate funders, where do we stop? Michelle Wright calls for more debate about the moral high ground of art, in the context of what arts organisations need to do to ... Read more

Published: 2014 | Resource type: article

Welsh National Opera in Birmingham

Welsh National Opera (WNO) is based in Cardiff but tours throughout the UK with over 50% of their funding coming from England. Birmingham is of particular importance to WNO – their ‘home in England’ – and it has a strategic emphasis on everything they do. As a touring company one of their challenges is to feel owned by audiences in the cities ... Read more

Published: 2008 | Resource type: Case studies


Streetwise Opera's commitment to quality

When an MP in the 1990s said that ‘the homeless are the people you step over when you come out of the opera house’, he inadvertently conceived the idea for a new charity. Streetwise Opera began as a direct result of this comment – a charity that uses music as a tool to support homeless people and help them make positive changes to their ... Read more

Published: 2008 | Resource type: Case studies

19th Century artforms at the dawn of the 21st

Throughout the last century, the pinnacle of the performing arts was generally considered to be the big lyric forms which dominated the 19th: opera, ballet and orchestral music. But is it a given that these will continue to occupy the same position? Many question that premise, concerned that the large, permanent organisations which have been ... Read more

Published: 2006 | Resource type: article