Why Can't We All Just Get Along?

I've been thinking a lot about the state of the performing arts since I attended Opera America. Much of what was discussed was the survival of opera, but the theme of cooperation kept coming up. Opera is the perfect combination of all of the arts. Sets and Costumes embody the visual arts, theater is embodied in the direction and many operas include dance and movement to tell their story. And of course, in the middle of it all, is vocal and instrumental performance. It's all there and yet opera does not reach out to its fellow art genres.

They're not alone. I feel like so many art forms are totally insulated from the rest of the art world, and in this society where the arts are so often thrown aside as frivolous and unimportant, I feel like we all need to come together with a common goal or we'll perish.

I'm working on "Samson et Dalila" right now, and as I was reading about Samson's story before we began rehearsals, I realized that Samson was the one who took all of the small, disparate Hebrew tribes and brought them together to create one Jewish faith. For all intents and purposes, this is why the Jewish faith still survives today . . . the whole "united we stand" idea. I think this is a relevant story for the arts. We are all sitting in these tiny little tribes. If we don't start banding together soon, we may truly be erased.

Cross Marketing is going to be imperative as our funding slowly slips away and our audiences (especially in opera) slowly die off. It will take brainstorming and creativity and, ultimately, it will take a complete overhaul in our little, insulated, pretentious worlds. Companies forget that other arts organizations exist most of the time - definitely to their detriment.

The other big thing that kept coming up was how we speak to our public. Society (especially American society, in which we sit) has changed rapidly in the last twenty, thirty, fifty years. Opera, however, has not. Our society has become relatively addicted to technology and telecommunications. Opera, however, has not. Our society is driven by pop culture, American Idol, reality television, football, etc. etc. etc. We've had a complete overhaul that's resulted in a dumbing down of our everyday world. Opera, however, has not.

Now...the last thing should never change for opera. So many of our speakers, Dana Gioia, being one of them, were correct in saying that to truly keep opera alive in this era, we will have to exact a cultural shift back to a learning and learned society. Opera can't do this alone (again . . . we're back to the whole "cooperation" thing), but it can learn to speak to our society in a language that they can understand.

We have to learn to embrace technology, not only on stage but as a marketing tool as well. We have to learn how to market our opera seasons to appeal to what our society is looking for. This doesn't mean creating productions that cater to our culture of ignorance so much as it means that we should learn who we're actually talking to in the first place. I honestly believe that if we can get people in the door, large portions of them will enjoy what they see.

Perhaps that's a bit utopian but I really think that people don't "like art" because they weren't exposed to it when they were young so it hasn't become part of their fabric. We have to let them in slowly, but the most important part is that we have to LET THEM IN. They won't knock on the door of their own volition.

How we open the door and offer the reward is the real question. And Dana Gioia made a very good point when he said, "It's not about the money." People will pay $200 to sit in crap seats at a baseball game. It's not the ticket price - it's the interest in the first place.

I know a big part of our problem is that so many of our organizations are all talk and no action when it comes to true audience development. Changing people's minds is hard work and I can't sit here right now and say that I have any answers that haven't already been thought up, but we have to keep brainstorming and trying and, ultimately, FIGHTING for the importance of arts and culture in this society.

It WILL go away while we're busy being snobs. Truly.

So I'm not sure I said anything profound here, but this is what I've been thinking about a lot. I need to put my action where my mouth is I know, and hopefully the more I hash out for myself, the more ideas I'll have and the more I can put into action. Arts education (which is ultimately the genesis of audience development) is what I'm talking about here, and perhaps we all just need to realize its true and PROFOUND importance.

Enough. I'm leaving this post with two quotes I liked from Osvaldo Golijov's keynote address on the first morning of Opera America:

In order to understand who we are now, we have to understand who we are. Period.

And

Opera is the possibility of absorbing and transforming the spectrum of human experience.