When someone says “Opera,” the picture that immediately comes to mind for most is the Valkyrie singing on a grand opera house stage.
Then, they may think about expensive tickets, geriatric audiences, foreign languages, and the discomfort of not being completely sure what to wear. All of these are just a few of the barriers that keep new audiences from experiencing this artform, which was birthed at the end of the 16th century in Italy.
Brooklyn-based LoftOpera, founded in 2016, has turned these stereotypes on their heads — and is rejuvenating this 500-year-old artform in the process. LoftOpera brings 11,000 audience members every year into transformed warehouse spaces to experience some of opera’s greatest masterpieces. A staggering 74% of their audience members are 44 and under, and 60% are 34 and under.
Could this be the model the artform needs to jumpstart a new generation of opera buffs? IVY’s Arts and Culture Director, Phil Chan, joined LoftOpera’s General Manager, Brianna Maury, to hear about this new model of presenting Opera.
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