TARGETING NEW AUDIENCES THROUGH STREAMING OPERA AND CLASSICAL CONCERTS
Orchestras and opera companies in the United States and Europe, facing uncertain futures and rapid changes in how people listen to music, are increasingly making forays into web streaming, taking one of Western culture’s most traditional live art forms out of theaters and concert halls and putting it onto small screens.
The Vienna State Opera recently joined the Berlin Philharmonic in charging for subscriptions to its own streaming portals and smart-television apps, seeing them as potential sources of new revenue. The Bavarian State Opera streams some live performances free, seeing the webcasts as a way to build excitement around its work. The Chicago Symphony Orchestra’s free live stream of the Verdi Requiem last year drew more than 130,000 viewers, who caught it on more than 30 different websites.
But perhaps unexpectedly, free web-streaming program may help secure the future for an ageing industry.