Combining Technology and Opera in a New Podcast Dedicated to Music Innovation
In a recent episode of the Innovating Music Podcast, Marivi Valcourt, Associate Director of Marketing at LA Opera, shared insights on how digital marketing can bridge the gap between traditional art forms and contemporary audiences.
Valcourt, who is responsible for traditional and digital advertising, as well as video content at LA Opera, emphasised the importance of leveraging modern digital strategies to broaden the reach and accessibility of opera. She utilises platforms such as social media, targeted email campaigns, video content, and data analytics to engage both existing opera fans and new, younger audiences.
Valcourt's approach revolves around storytelling that highlights the emotional and cultural richness of opera, combined with innovative digital outreach. This strategy not only preserves the tradition of opera but also revitalises it by making it relevant and appealing in today’s digital landscape.
During the podcast, Valcourt also discussed strategies for engaging with multiple audiences in the digital age, learning from other cities to build audience for the opera, and ways to work with cultural and lifestyle influencers in the opera industry.
Prior to her role at LA Opera, Valcourt spent over 10 years in the music industry, working with artists such as The Ramones, Talking Heads, and Deborah Harry (Blondie). She was instrumental in the development of Angelfish (Shirley Manson/Garbage) and the platinum-selling artists Live.
Marivi's work can be found at LA Opera [Link], and her LinkedIn profile can be found at [Link]. The podcast episode can be accessed through a permalink [Link].
Valcourt's career also includes non-profit work, having headed up marketing for the City of Santa Monica's Third Street Promenade for seven years. She holds a degree from NYU's Music Business program and an MBA from Loyola Marymount University.
The podcast, which brings together unique voices from inside and outside of the music industry, also discussed disruptive technologies in music. Kevin Kelly, in a quote, said, "The Future is Already Here - It's just not evenly distributed." This sentiment resonates with Valcourt's work, as she continues to work towards making opera more accessible and appealing to a wider audience.
Technology and entertainment intertwine in Valcourt's innovative approach as she utilizes various digital platforms to tell Compelling stories about opera, bridging the gap between traditional art forms and contemporary audiences, thereby leveraging music to revitalize the opera industry and making it relevant in today's digital landscape.
