People are looking for more alternative options to listen to music and experience virtual performances while they’re at home. Dallas Opera is a bit ahead of the curve by offering a subscription service so that people can get that classical feel in the comfort of their homes.
Thedallasopera.tv launched on Monday with a recital by mezzo-soprano Isabel Leonard and “Vanished” a three-part art film. Different programs, such as “The Heart of the Song” may be available for a week after it’s released. “The Heart of the Song” is available from May 25-31. There will also be full content production available for people that enjoy getting that concert or musical vibe. An example is the 2019 staging of Mozart’s “Die Zauberflöte” in a 1999 Peter Hall production. The cost is $4.99 monthly, and premium content is available on a pay-per-view basis.
This plan is basically a two-for-one for the company. Dallas Opera general director Ian Derrer said that they wanted to create a dual-track, which offers not only the things they have on stage at the Winspear for full productions but presents their work to a worldwide audience. The content will be available from the TDO Network, which launched in February 2020. The network has music-related programming including talk-show format interviews, a cooking show, and a late-night show. Derrer says it’s more of an intimate feel that’ll give a personal look into their lives.
Just starting out there are about 300 hours of content says David Lomeli, a tenor, and the company’s artistic consultant. They plan to get into the backstage and fandom experience. This will add a unique character that’ll get the fans more engaged with the channel as a whole. They want to create a lot of original content from mini-series, recitals, and music-making sessions that were exclusive for on-screen viewership.
While there are other online subscription services out there, they’re taking a unique approach to streaming. They want to ensure that the people that support them get a bang for their buck. The Dallas Opera model is giving something new compared to other competitors. Metropolitan Opera on Demand offers a streaming service that has video and audio of previous performances. Vienna State Opera focuses on a daily stream of an opera or ballet performance.
Derrer wants a bit of both in their selection. They want to offer content that they already have but also open the flood for future content in different categories. This way they have a good mix of content that works and can expand more depending on the demand of their viewers.