OPERA America Issues Important Correctoin to 2024 Study ‘Understand Opera’s New Audiences’
By David SalazarOPERA America has announced an update to its 2024 study “Understanding Opera’s New Audiences.”
In the 2024 study, the organization concluded that first time operagoers preferred “the classics.” However, in exploring the data one year later, the organization came to a different conclusion.
“New audiences want to see repertoire they’ve heard of, which includes classics and new works,” says the new statement.
As such, OPERA America offered up three subsequent corrections, noting that the importance of title recognition and that newcomers went to what was available. Perhaps most importantly, it emphasized that new work was just as important as the standard repertoire.
“In reality, it is a work’s name recognition, rather than the age or status of the work, that appears to drive interest,” added the official statement from OPERA America. “During exploratory interviews held prior to the research survey, some newcomers spoke about how they were attracted to more well-known operas because they had some familiarity with them — if only with the title — which gave them the sense that it would be a good place to start.”
Examples given to back this up include such works as “Alice in Wonderland” (2007) and “The Shining” (2016), which have name recognition because of their pop culture popularity.
The full explanation is here.
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