This was the IMZ Academy “Re-Imagining Opera for the Digital Age”

Taking place in cooperation with and at Accademia Teatro alla Scala, this IMZ Academy looked at the opportunities + challenges offered by digital, online and social media for opera houses and was designed to help them identify and establish relevant strategies to promote and position themselves in the digital world.

Adapting to the continuously growing digital realm can be a challenge for a traditional live art like orchestral performances. However, it can also fuel a creative, vitalising re-imagination of the ways in which opera houses communicate and connect with their audience. From 9-10 July, these issued were addressed in Milan, Italy.

On the one hand, we were looking into creative ways of communicating with their audience, on the other hand, we were examining possibilities and technologies in performance capture and streaming in order to reach and engage new audiences in an innovative manner.

The sessions were led by IMZ Academy Director Peter Maniura, Project Director Classical Archive and Orchestras Digital Strategy at BBC Music, together with the following expert speakers:

• Eva Essvik, Head of Business Development at Gothenburg Symphony Orchestra
• Mans Pär Fogelberg, Producer GSOplay at Gothenburg Symphony Orchestra
• Lanfranco Li Cauli, Marketing and Fundraising Director at Teatro alla Scala Milano
• Kriss Russman, EMMY-nominated, multi-camera Director and Filmmaker
• Richard Willacy, Executive Director at Birmingham Opera

At this point we wish to extend a heartfelt Thank You to our committed expert speakers and their invaluable contribution to the success of the IMZ Academy for Opera in the Digital Age!

Our gratitude also goes out to our 23 participants that joined us from 18 institutions who enthusiastically connected with international peers and shared and discussed their knowledge and ideas!

Finally, thanks to our partners Accademia Teatro alla Scala, BBC Music, Gothenburg Symphony Orchestra, Teatro alla Scala, Birmingham Opera and Kriss Russman and all our enthusiastic speakers and participants, who made this IMZ Academy as special as it was!