How can opera attract new audiences in the 21st century?

Hi everyone!

Like what the title says, I’m curious to know everyone’s opinion on how opera as an art form can attract more audiences, especially as mediums like social media, streaming, and podcasts (and obviously a lot of other platforms) become widely used by people of all ages and demographics.

Just a disclaimer, I’m not interested in debating whether or not opera is a “dying” art form. I know we had enough discussions about that recently. My question is more concerned with how opera can/should maintain its presence within the contemporary cultural fabric. I’m particularly interested in this because as I explore opera, I’ve come to realize that music, regardless of genre, needs an audience, and music’s influence rests on how many *new* audiences it can attract, rather than the size of its existing audience. Unfortunately, with modern day technology, everything competes against one another for attention, and classical musicians are a part of this in that artists must communicate their art’s significance (the “why should you care about this”) in order to continue to create the art they are passionate about.

Opera is very unique in that its theatrical elements lead to a greater potential for “stars” to emerge. What are your opinions on attracting new audiences through individual singers? What is a singer’s role in building this community around their identity and art? How can companies find a balance between star power and traditional talent/musical success?

Beyond individual singers, the companies also play a significant role in maintaining opera’s cultural presence. How do you think companies should do this? (Anything from online presence to production ideas and designs)