Organizing events that attract more young people to the opera
Campaign, Event, video
Opera has been around since the 16th century, but in a time of tweets and status updates it struggles to appeal to the next generation. The Foyer Evening sets out to show the contemporary relevance of opera. Using the opera foyer at its stage, the Foyer evening is an informal night that lowers the threshold for new fans, while surprising the current fan base.
The Foyer evenings are developed, hosted and promoted by VOUW. Each event introduces a world famous opera and connects it to contemporary issues, ranging from the role of women in modern society to the rise of populism.
The program for the Foyer evenings is developed in close cooperation with the Dutch National Opera and Ballet, musicians, singers and renowned experts from in and outside the world of opera.
For the promotion of the event, an approach was devised to reach out to next generation of opera enthusiasts, transforming Verdi into the go-to person for your every day problems.
The first Foyer Evening organised by VOUW showed a significant increase of attendance from the new generation of opera lovers (in the age category of 25-35 years), while still appealing to the existing fan base. The first event introduced Richard Strauss’ Salome by Ivo van Hove and connected it to the concept of the Femme Fatale. Following this success, the Dutch National Opera commissioned VOUW to organise more evenings. So far, VOUW has organised evenings for Gianni Schicchi, Eine florentinische Tragödie, The Rake’s Progress and La Clemenza Di Tito.