Learning agreement final
Encouraging Gen Z to give a chance to classical cultural
events such as Opera
Description:
Field of study: The accessibility of Opera worldwide and its engagement with Gen Z.
Through my project, I would explore the accessibility of classical events such as Opera and its engagement
with GenZ. This project’s target audience will be people between 17 and 27. My research will observe the
diversity of operas and the idea that Gen Z has over these types of events. I aim to make the cultural events
seem more accessible and entertaining to the new generation. My main points of interest are describing and
researching the different types of Opera, explaining them and making them look more attractive to the new
generation. Showing the importance of opera houses and theatres to show and represent the importance of
the experience for the general audience.
What?
The project is based on the new generation’s understanding of classical events such as Operas and theatres.
My idea is to change people’s understanding of these events; since they were connected only with the highclass
society in the past, nowadays, this has changed. I want to make these events more accessible. I want to
focus my project on the importance of the experience since the roles are played by real singers and actors in
real-time in front of our eyes. It is a re-branding and advertising campaign which brings people together for a
new exciting experience.
Why?
In an interview taken by Imogen Tilden (2014) for “The Guardian”, Kasper Holten, the director of the Royal
Opera House, states that people are saying that they don’t like Opera, where nine out of ten people have
never seen one. How would people know they don’t like something if they have never tried it. So my idea is
to make people try this kind of experience. I don’t want to put pressure and make them love it, but at least to
make them give it a chance and then form a proper opinion over how they feel about it.
How?
I would achieve it through an advertising campaign aiming to attract and drive the attention of
a new and younger audience. This campaign will include a short animation, advertising materials such as
posters, programs, leaflets, and social media advertising. The way I aim to present my work is through an
abstract style which has been influenced by Tina Touli, Super Union way of executing their last campaign for
the London Symphony Orchestra. Finally, I might need to use an exciting opera as a reference for my project
to form my final outcomes around its events programme.
Who?
This project is placed to influence Gen Z and drive the idea of trying, giving a chance to the Opera.
Methodology:
For my Major Project, I will conduct visual research on the design and advertising of classical events and
their current engagement with the new generation as well as action research which will allow me to get a
better understanding of the expectations and the point of view of Gen Z and to understand the new generation
of classical musicians which is to perform using the consents forms provided by AUB. In addition, I will
use secondary research as well, which is to include academic papers, interviews and articles.
Assessment requirements:
For assessment, I will produce an advertising campaign which will include a short animation, advertising
materials such as posters, programs, leaflets, and social media advertising, as well as a process book
containing all the information of my research and the way I’ve done it, with the consent forms from my action
References:
Coast agency (n.d.). Opera National de Lorraine- Coast Branding Agency Brussels [online]. Available
from: https://www.coast-agency.com/opera-national-de-lorraine [Accessed 8 February 2023].
Forkin, D. (2013). new york city opera advertisment campaign by daniel forkin [online]. Available
from: https://www.designboom.com/design/new-york-city-opera-2013-ad-campaign/
[Accessed 8February 2023].
Nast, C. (2019). Will Millennials Kill Opera, Too? [online]. Available from: https://www.vogue.com/article/
will-millennials-kill-opera-too-la-scala-milan [Accessed 10 February 2023].
Opera North (n.d.). Opera North [online]. Available from: https://www.operanorth.co.uk/# [Accessed
22 February 2023].
Super Union (n.d.). Superunion | London Symphony Orchestra [online]. Available from: https://www.
superunion.com/work/london-symphony-orchestra [Accessed 08 February 2023].
Tilden, I. (2017). ‘Opera can make us see, feel and hear the world differently’: the UK’s opera chiefs
tell us why their art form matters [online]. Available from: https://www.theguardian.com/music/
2014/may/09/inside-opera-live-why-opera-matters-uk-opera-chiefs [Accessed 08 February2023].
English Touring Opera (n.d.). Spring 2023 [online]. Available from: https://englishtouringopera.org.
uk/whats-on [Accessed 20 February 2023].
Williams, E. (2018). Giles Revell creates an elegant ad campaign for the Royal Opera House in London
[online]. Available from: https://www.creativereview.co.uk/giles-revell-royal-opera-london/
[Accessed 2 February 2023].
0 notes