DESKTOP
TABLET (max. 1024px)
MOBILE (max. 640px)
Return to Top
Ludwig Van
Toronto Montreal

THE SCOOP | Toronto's Indie Opera Companies Receive Major Grant From Opera America

By Michael Vincent on May 7, 2015

Indieopera

Tapestry Opera has announced it has been awarded a $35,000 US grant from Opera America’s Building Opera Audiences fund, made possible by the Ann and Gordon Getty Foundation.

According to Marc A. Scorca, President/CEO of Opera America, the grant program is awarded to companies with innovative projects looking to engage new audiences for opera.

Tapestry Opera Artistic Director Michael Mori thanked Opera America on behalf of Indie Opera T.O and Tapestry Opera “for providing a collective resource that will allow us to communicate a fresh and revitalized image for opera in the 21st century.”

Tapestry Opera will use the funds to support a new digital campaign for Indie Opera T.O., a network formed as a way to provide support between Toronto’s many independent opera companies. Their model was originally inspired by a program successfully pioneered by the New York Opera Alliance. Members include Tapestry Opera, Against the Grain Theatre, Opera 5, The Bicycle Opera Project, Essential Opera, Metro Youth Opera, Liederwölf, FAWN, Urbanvessel, Loose Tea Music Theatre, The Friends of Gravity and Opera After Hours.

When asked more about Indie Opera T.O., Mori said, “The approach we are taking here is to in effect crowd source opera audiences using twelve networks instead of one, coordinated with at least one shared message.”

The idea was to “tie them all together, access greater possibility of going viral on social media, and create the impression that there is a vibrant young scene in Toronto.”

Mori attested to a need for awareness of Toronto’s indie opera scene, which is in dire need of rebranding. “That rebrand,” Mori said, “has to be backed up with a real contrast to the negative stereotypes. And with twelve companies driven by diverse young leaders, they can present shows in ways they know (and hope) their contemporaries will love.”

The funds will go to a 12-month campaign and build of website, analytical tools and possibly hiring an indie digital PR firm. Needs also include messaging strategy, bringing fledgling composite up-to-date on best practices, social media coordinated strategy, and a video campaign with resources allotted to each company.

In regards to finding and building an audience for indie opera in Toronto, Mori said, “The average person is just a consumer of things they find attractive and stimulating, and Indie Opera T.O. and Tapestry are aiming to show how opera in the 21C can be that and not worry about appealing to niche tastes.”

#LUDWIGVAN

Want more updates on Toronto-centric classical music news and review before anyone else finds out? Get our exclusive newsletter here and follow us on Twitter for all the latest.

Michael Vincent
Follow me

Michael Vincent

Michael Vincent is the Editor-in-chief Ludwig Van and CEO of Museland Media. He publishes regularly and writes occasionally. He has worked as a senior editor for over fifteen years and is a former freelance classical music critic for the Toronto Star. Michael holds a Doctorate in Music from the University of Toronto.
Michael Vincent
Follow me

Share this article
lv_toronto_banner_high_590x300
comments powered by Disqus

Ludwig Van Toronto

ON THE ROAD | Hong Kong Arts Festival: A Tale of Two Tannhäusers

By Joseph So on March 11, 2019

Ludwig Van takes a trip overseas to the Hong Kong Arts Festival to see Oper Leipzig "Tannhäuser" — and what we find (mostly) wins us over.
Read the full story Comments
Share this article
lv_toronto_banner_high_590x300

PRIMER | The Team Behind Esprit Orchestra's Grand Slam Reminds Us What's At Stake

By Hye Won Cecilia Lee on March 19, 2019

We catch-up with Joseph Johnson, Ryan Scott and Chris Thornborrow to learn the story behind Esprit Orchestra's upcoming Grand Slam concert this Sunday at Toronto's Koerner Hall.
Read the full story Comments
Share this article

SCRUTINY | Little Menace: Pinter Plays Is Top Shelf Soulpepper Theatre

By Paula Citron on February 23, 2019

Soulpepper is right on form with its production of Little Menace: Pinter Plays, presenting top-quality theatre with substance.
Read the full story Comments
Share this article
lv_toronto_banner_low_590x300
lv_toronto_ssb_atf_300x300
lv_toronto_ssb_high_300x300
lv_toronto_ssb_mid_300x300
lv_toronto_ssb_low_300x300
lv_toronto_tsb_high_300x700
lv_toronto_tsb_low_300x700
lv_toronto_ssb_atf_300x300
lv_toronto_ssb_high_300x300
lv_toronto_ssb_mid_300x300
lv_toronto_ssb_low_300x300
lv_toronto_tsb_high_300x700
lv_toronto_tsb_low_300x700

We have detected that you are using an adblocking plugin in your browser.

The revenue we earn by the advertisements is used to manage this website. Please whitelist our website in your adblocking plugin.