Thesis
O mio bambino caro: marketing opera to younger audiences
Master of Science (M.S.), Drexel University
Dec 2020
DOI:
https://doi.org/10.17918/00001162
Abstract
This paper reviews today's opera audiences and analyzes marketing practices by major opera companies in the United States in order to target audiences below the age of forty years old. The purpose of this paper is to determine methods that have proven to be successful, as well as those that have proven to be unsuccessful, for opera companies to gain a more diverse age demographic in their audiences and build more sustainable audiences for the future. Interviews were conducted with employees from three of the United States' major opera companies: Lyric Opera of Chicago, Houston Grand Opera, and San Francisco Opera. These interviews provided insight into how each organization works to improve their audience demographics and sustain continuous patronage of younger individuals.
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Details
- Title
- O mio bambino caro
- Creators
- Matthew G. Palmer
- Contributors
- Pamela Yau (Advisor)Neville Vakharia (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 51 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014833549704721