Cultural historian Siva Vaidhyanathan talks about using technology to reach new audiences for opera. Here's an excerpt, but read the whole article to see what he says about whether opera and other cultural offerings should receive government support or be at the mercy of the marketplace.
1/27/07, Playbill Features: The [New] Rules of Engagement: "EP: The Met is actively using technology to move the operatic art form forward. What are the challenges?
SV: The challenge is to empower your potential audience to engage in conversation. Delivery is no longer enough. It's important to have web sites with commentary so people can engage in conversations, sites that keep people apprised of new events and trends. No matter where you're sitting in the world, you should feel a part of the Metropolitan Opera.
The big challenge with connecting to new audiences all over the world is to make them feel part of the process, and not that they are merely passive recipients. That might mean encouraging people to remix materials. Or to release video clips in a format that might allow this technological remixing.
Culture is conversation. It is an argument over time. And sometimes you can get heated, and sometimes people just break into song and dance, and that's the beauty of it. But those are the risks you take, and as more and more cultural institutions realize that that is how culture works — in a circle rather than in a line — the more relevant they will remain."
internet marketing
classical music
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