Are Opsters Too Far Off?
The foodie revival reminds me a lot of what the opera revival can be. Classical European (and multi-national/pan-ethnic techniques) being adopted by young, brazen chefs that could make Julia Child choke on her “bon appetit” and “that guy in the band with the big plastic glasses who’s already asking for grass-fed steak and knows about nibs,” per Grub Street/The New York Times, are making sure that artisanal products and local growers are staying afloat. Even in this economy.
I remember reading an article in 2006 in which the writer referred to black-clad hipsters lining up for baroque operas at Brooklyn Academy of Music, and I also remember surveying a random sample of Gen X and Gen Y on opera attendance, only to be told by one that “I think if it were more marketed to our generation, y’know, sexier, more fast-paced, even more nerd chic (see the success of the Williamsburg Spelling Bee) rather than blue-haired lady nerdy, it would be infinitely more popular.”
Courtesy of The Williamsburg Spelling Bee
Nerds are having their revenge nowadays, how hard could it be to tailor another cultural niche to fit their current lifestyles? Intimate nights in a club/art space with local microbrews and Lucia…Low-key production values with real-deal singers…Loft spaces… A lot of luscious “l” words in play.
It’s not hard to make opera itself fast-paced, it’s the marketing that seems to lag.
UPDATE: Interesting article on Greenmarket promotion from today at LancasterFarming.com. Opera promoters take note…
Filed under: audience participation, culture and communications, music, opsters | 2 Comments
Tags: gen x, gen y, grub street, hipsters, julia child, lucia di lammermoor, marketing, microbrews, new york times, opsters, williamsburg spelling bee
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