When COVID-19 shuttered theaters Madison Opera pivoted quickly to digital programming with a series of recitals, lectures, and roundtable discussions. While Madison Opera’s digital programming successfully captured the musical side of opera, it was still missing the transformative drama that happens in a theater.
With that in mind, I proposed to the General Director a series of short films, like music videos, that blended a narrative with a vocal performance.
Thinking of the project as love letters to Madison we filmed on location in various arts and cultural organizations across the city, pairing local artists with a repertoire that was appropriate for the location.
Each video was given a unique treatment, with the concept emerging from a conversation between myself, the principal artists involved, and the General Director. I scouted the location for each video, created a shot list, directed each scene, operated the camera, and edited the pieces before publishing.
CONCLUSION: With two videos released the reception thus far has been positive. Partnering with other organizations amplified Madison Opera’s reach and reengaged lapsed donors. Madison Opera’s existing donor base was delighted and it invigorated individuals missing that operatic drama in their life.