Chief exec Cressida Pollock has marked her first year in the job with an article on ENO’s unique selling points:
Many of the people who make up our audience today are not “opera buffs”, and nor should they be. Our audience members have so many choices in what to do with an evening – to watch a series on Netflix, to meet friends for dinner, to go to a late night at a museum, or to one of the hundreds of live performances on each night in this city. We should not take their time, or money, for granted. It is our task to persuade them of three things – that opera is the most exciting art form of all, that seeing it live is an incomparable experience and that ENO is where they should see it.
And we need to persuade them of this in the midst of a cacophony of competing information. Opera is not expensive. Opera is not posh. Opera can speak to people in a way no other art form can. Challenging these prejudices is what makes our future at ENO so exciting. We have the opportunity to have an open conversation about how we can persuade audiences of the necessity of experiencing opera – its excitement, its relevance and its affordability.
Read on here.