The brief was to create a campaign for the Royal Opera House to encourage culturally engaged young people to experience opera for the first time. Stopping the barrier to attendance by creatively dispelling the myths and preconceptions across different media.
Opera is just as relevant as popular music as they both present current and relatable events. There are many similarities between opera and rap, they can both be hard to understand, involve complex poetry, use fast speeds and foreign tongues. This proves that opera should not be dismissed, as popular music is misheard, misinterpreted and misunderstood. The meaning of a piece of music does not have to be recognised, as it is a universal language. Although opera is around us, in sports anthems, video games adverts and films it is still shrouded in mystery. It needs to be presented as an ordinary part of culture, not extraordinary.
I created a journey of discovery through different media. Beginning with campaign posters in and around London. The peculiar and striking imagery visually combining the faces of pop, rock and opera singers. It brings all musical artists together showing they’re equal, dispelling the myths that opera is elitist. You are unable to identify the difference between a popular singer and an opera singers hair or makeup. Showing that not just opera singers ‘dress strangely’, Lady Gaga and Miley Cyrus are just as bizarre. The ambiguous imagery encourages engagement and inquiry. Directing the viewer to You-tube to obtain the answer.
The You-tube video is an amalgamation of different segments of music from different genres. Linking and overlapping elements of the songs. For example combining ‘the fire you kindled in my heart shall brightly burn to you alone’ from an opera and ‘everybody wants a flame, they don’t want to get burnt… you light the spark in my bonfire heart’ from a popular song. Showing how both are relevant and relatable today. The mix of confusing arias and indistinguishable lyrics dismisses the idea that music has to be in English and easily understood.
The video ends with a new definition of music, which could be describing any genre, the viewers can determine what it represents for themselves. Finally the Royal Opera House logo is revealed showing the reasoning for the campaign, and the viewer is encouraged to ‘redefine their music’ through different mediums.
Spotify and apple music, will create a ‘redefine your music’ radio station, including their current music and opera music which has similarities, fitting to their taste.
You are also directed to See Tickets website, the search bar has a new option to ‘redefine your music’. According to the chosen date and location it will display events meeting your music taste as well as operas you may also appreciate.
