Arts

Dallas Opera innovates to gain audience and revenue with streaming platform: thedallasopera.TV

The Dallas Opera (TDO) recently announced the launch of its new subscription streaming platform, thedallasopera.TV. The website consolidates TDO’s full catalogue of existing video content with new original opera films created specifically for a virtual audience.

thedallasopera.TV represents a new avenue of presentation and production for an opera company, beyond live performance. Rather than offering only filmed staged productions, The Dallas Opera’s platform offers primarily original content filmed exclusively for the screen, available for viewing 24/7/365 by a global audience.

“We are so thrilled that thedallasopera.TV is launching today,” said Ian Derrer, The Dallas Opera’s Kern Wildenthal General Director and CEO. “To watch this project go from idea to reality in less than a year has been amazing to see, and we’re so proud of the content that we have ready to offer our global audience. This platform truly helps redefine our company as a leader in digital content. We are breaking new ground in the field while continuing to preserve the great traditions of live performance.”

“What we’ve learned during the pandemic without live performances is that there is a thirst for quality online content, and we are so happy to lead the way in producing that for our eager fans around the world,” said David Lomelí, a tenor, TDO’s Artistic Consultant, and creative force behind the initiative. “Statistics show that viewers ages 18-34 and 34-45 are online for more than 10 hours each day, and our efforts to reach that demographic—through unique and creative offerings—have proven successful, growing in just a year from 2,000 unique views in March 2020 to more than 150 million unique views today on our Facebook channel. Our hope is that this streaming model will reach even more.”  

Two Originals are available as thedallasopera.TV launches today: That Which We Love, a recital by acclaimed mezzo-soprano Isabel Leonard, and Vanished, a three-part art film starring countertenor John Holiday and tenor Russell Thomas with music by Gluck, Monteverdi, and Janáček assembled into a new narrative.

Subscriptions to thedallasopera.TV are $4.99/month with a free seven-day trial. Originals are available as pay-per-view rentals to all.

About the author

Barbara Clark Galupi