Opera Out of Opera: going social, digital and visual to engage young audience through innovative itinerant and ondemand performances

ended

The project builds upon the previous “O.O.O. - Opera Out of Opera” Creative Europe project, that arose from the common need of partners to re-launch and make new, younger audiences rediscover Opera. This intangible heritage is in fact struggling with decline in participation, aging audiences, and the difficulty in attracting/retaining new public, forcing the sector to find innovative formats for music fruition and new ways to attract and involve the public, also in the light of the ongoing Covid-19 health crisis. O.O.O. 2 aims at addressing these needs by achieving the following objectives: - Creating and testing a reduced and innovative opera format, consisting in a visually attractive and engaging performance, easily reproducible, able to attract and engage young audience; - Developing an Audience Engagement Strategy, foreseeing a set of activities for actively involving the TGs since the very beginning of the project; - Co-creating a highly innovative OPERAONLINE, able to reach/engage the public both in presence and at distance, respecting Covid-19 safety measures and bringing opera experience everywhere; - Improving the existing interactive system (APP) to customize the fruition of the performance, educate the new comers through tailored contents and guiding them in understanding the performances; - Conveying the project vision and results, also by fostering synergies and networking opportunities with other EU initiatives and relevant stakeholders. The project will produce the following outputs: - 1 Audience Engagement Strategy - 1 upgraded Smartphone APP for audience engagement both during the performances and beyond - 1 Co-created OPERAONLINE - 1 Artistic Residency in Rome - 5 itinerant performances in Italy, Portugal, Norway, Austria and Sweden - Communication outputs Target Groups (9660) of the activities will be: -Young public; -HEIs, Opera theatres, Opera organisations operating at local, national and international level; -Artists; -General Public.