The Marketing Of Classical Singers And Its Effects On American Opera Companies

This paper seeks to analyze the ways in which prominent opera singers have been marketed by their managers and record labels, and then to determine whether those marketing techniques have ultimately helped or hindered the artistic and fiscal agendas of the nonprofit opera houses where those singers perform. My hypothesis is that by popularizing opera as an art form, these artists are tapping into new audiences which are desperately needed by nonprofit classical music organizations.