merging Technology with Opera | Pioneering Music Podcast
Marivi Valcourt Revitalizes Opera with Digital Marketing
Marivi Valcourt, the Associate Director of Marketing, Advertising, and Content at LA Opera, is transforming the world of opera by integrating digital marketing into traditional and low-tech art forms.
In a recent episode of the Innovating Music Podcast, Valcourt discussed her strategies for working with cultural and lifestyle influencers in the context of opera. She emphasized the importance of leveraging contemporary digital tools and strategies to broaden the reach and engagement of classical performances.
Valcourt's career in the arts spans over three decades. She began her journey in the music industry, working at Radioactive Records/MCA, Capitol Records, and Nettwerk America Records. Her impressive roster of clients includes The Ramones, Talking Heads, Big Audio Dynamite, Jane's Addiction, Deborah Harry (Blondie), Thompson Twins, and Dee-Lite.
After moving to non-profit work, Valcourt headed up marketing for the City of Santa Monica's Third Street Promenade for seven years. She was instrumental in developing Angelfish (Shirley Manson/Garbage) and the platinum-selling artists Live.
Valcourt's experience in the performing arts extends to her time at UCLA's Royce Hall for over five years. She is also a graduate of NYU's Music Business program and recently received her MBA from Loyola Marymount University.
At LA Opera, Valcourt combines traditional marketing techniques with digital platforms such as social media, email campaigns, and interactive website content to attract new audiences while retaining established patrons. Her approach often includes using storytelling and immersive multimedia experiences online to make opera more accessible and appealing, thus bridging the gap between classic art forms and modern audience expectations.
Valcourt's work exemplifies how digital marketing can revitalize traditional arts by creating dynamic, multi-channel promotional strategies that enhance visibility and community connection without losing the essence of the opera experience. She also shares insights on learning from other cities to build tourism tools for the local opera scene and offers practical ideas for building local audience for the opera.
In the increasingly digital age, Valcourt's ideas on engaging multiple audiences are particularly relevant. Her strategies demonstrate a commitment to making opera accessible and enjoyable for a wider audience, ensuring the art form's continued relevance and success.
To learn more about Marivi Valcourt and her work at LA Opera, you can find her LinkedIn profile online.
Technology plays a significant role in Valcourt's strategies for broadening the reach of classical performances, as she emphasizes the importance of leveraging contemporary digital tools and strategies.
Valcourt's approach to digital marketing at LA Opera often involves the use of immersive multimedia experiences online, demonstrating how technology can make opera more accessible and appealing to a modern audience.
