Opera
Opera is part of the Western classical tradition that started in Italy during the sixteenth century Renaissance period [
6]. Common artistic elements found in opera during this time included many genres such as literature, music, art, dance, play, and the like. There are fine arts and art fundamentals that have survived for a long period and can be defined as “classic.” In addition to usual musical elements, opera has been connected with philosophical trends and conditions of the period [
7]. During the early days, nobles invited commoners to banquets to demonstrate their power, while using opera as the medium. During this process, commoners also became interested in opera, especially with the development of the philosophy, performances that portrayed conflicts in the social hierarchy system, and plots related to revolution [
6,
7]. Also, along with developing economic conditions, commercial opera theaters were being built from the seventeenth century [
7].
Opera was not just for enjoyment of the nobles, but it was also a genre that provided opportunities for everyone from all social classes to be engaged. To compare, opera was on par with the status of movies or musicals of the present day. The status of opera did not suddenly change based on a single event in a particular period, rather opera has survived for a long period of time and is now defined as classic. The definition of classic has been losing its true meaning by becoming synonymous with words like old or old-fashioned [
3]. Opera represents classic, fine arts, and art fundamentals, the same reasons that classics are facing difficulties in the present time.
In South Korea, an opera-loving country, ticket prices of operas performed at the Seoul Arts Center Opera Theater (the most renowned opera theaters with 2283 audience capacity) range from $10 (Class D) to $200 (Class R). Although most of the performances sell out, the opera theater is not profitable. The portion of the audience who pays the full price for the performance is rather small. They are either invited to the performance or purchase tickets at a substantial discount through some sponsors, or in some cases attend for free. According to the Kyunghyang Newspaper [
8], about 40 percent of customers attending performances of national and public opera houses do not pay.
In South Korea, many popular musicals are much more profitable than operas. For most people wanting to purchase musical tickets, they wait in front of their computers for the online ticketing system to open for their preferred dates and performing casts of their choice. On the other hand, nowadays operas do not get enthusiastic support, especially from young people. This simply is not a pricing issue as the ticket prices of operas and musicals are similar and, in some cases, musical tickets are even more expensive. Opera goers and musical lovers show somewhat distinct ticket purchasing patterns. The 2013 Survey on Performing Arts by the Korea Ministry of Culture, Sports and Tourism indicated these differences on genres. There were 3282 musicals performed 39,955 times in 21,191 days that attracted about 9.3 million people in 2013. On the other hand, there were 248 operas performed 549 times in 415 days and attracted about 304,600 customers in 2013 [
9]. These numbers clearly indicate demand for operas is not up to the level for musicals. The number of customers decreased from 2013 to 2017 for both genres, but the decrease rate of operas was 40%, much higher than 17% for musicals [
10]. Table
1 summarizes the numbers.
Table 1Audience numbers of musicals and operas over 5 years in South Korea
Musical | 9,339,579 | 9,499,382 | 8,535,163 | 5,595,999 | 7,791,796 | 17% |
Opera | 304,595 | 346,674 | 295,586 | 208,207 | 183,885 | 40% |
What caused this gap between operas and musicals? There are standard answers to this question. First, popular and large scale musicals in South Korea feature star celebrity casts whereas operas often feature unknown new singers. Second, musicals are more familiar to the public than operas that are often sung in different languages and unfamiliar classical music [
11]. Even though operas contain philosophical themes, such messages are lost if they are not congruous with today’s trends and values [
7]. The lack of adaptability to change, either by design or not, appears to be the reason why fine arts including opera continuously fall behind in Korea. The opera started as an amusement in the sixteenth century, but its perception as a fun play has faded significantly. The third reason is that operas have lacked creative publicity and promotion.
Today, all genres, including classical music performance, must compete with other entertainment activities and genres in order to attract people to music halls or theaters. Contents of the popular culture are continuously evolving and being recreated, exposing the public through more developed channels like video streaming, the Internet, and SNS. The pop music industry has been much more innovative and future-oriented than its classical music counterpart in leveraging multiple media [
12].
Drama
An invention or innovation can lead to an unexpected outcome. In 1925, John Logie Baird, a Scottish engineer, created an invention which he probably never imagined expected how it would his invention could impact human life [
13]. As his invention spread and became more developed, traditional media lost their positions. That invention was television.
Television has greatly impacted the art culture as well. From news reports, drama, music, and dance, TV broadcasting firms air everything that is technically feasible. In the past, to enjoy the traditional art culture, people had to visit the venue. Television, on the other hand, is a system that allows mass production, consumption, and reproduction. The primary example can be drama. There is no need to go to the theater to enjoy “Romeo and Juliet” anymore, as there are many similar dramas that can be seen on-demand with greater emotional engagement due to the combination of various scenes and background music.
Drama began in the USA in the early twentieth century and it includes contents such as movies, documentaries, soap operas, pop music, rock, jazz, and hip-hop that are distributed through digital media in the form of newspapers, magazines, broadcasting, Internet, etc. Mass production and consumption, easy access by diverse audiences, and the ability to communicate between suppliers and consumers have become major characteristics of modern drama [
14]. While drama gained popularity in contrast to classics, ironically, the philosophical depth that used to be found in classics diminished slowly in most dramas.
The era of pop culture emerged with the increase in media channels. As almost every household has a television set, newly found freedom to enjoy culture became prevalent. With people’s desire for culture and the availability of the means, the pop culture has quickly filled the needs. Unlike classic arts that have failed to adapt to change, pop culture gained momentum by connecting people and media. With rapid advances in digital technologies, pop culture has spread globally without time and spatial limitations [
15].
Operama
Operama is a transformed modern art form of classic masterpieces and humanities. It blends different elements of classics and pop culture by reinterpreting them to reflect modern philosophy. In addition to including the fundamentals of modern culture and classic arts, by studying media outlets, operama creates a new brand by connecting with various other fields such as media art, performance, festival, management, and MICE (meetings, incentives, conferencing, and exhibition). Through art infusion, which enables developing and producing content with no boundaries, operama forms a fusion art platform. Operama is the world’s first digital opera that started in Korea in 2010.
Operama is a genre created from the fusion of opera and drama. On the surface, opera and drama are names of genres, but they are symbolic words that have profound meaning. Operama represents the current state of fine arts such as classical music, dance, Korean classical music, and arts that have been passed down from the past. Essentially, it represents the positive aspects of philosophy and artistic beauty that have been solidified for a long period, and at the same time, it delves into the negative reality that is avoided in real life.
Drama includes television dramas as well as popular art genres such as blues, jazz, pop, hip-hop, rock, musical, pop art, and movies; content like original soundtracks and music videos; and media outlets such as television, radio, Internet, and SNS. Hence, drama may also include both positive and negative aspects of popular culture. To overcome these difficulties of cultural arts, operama is designed to blend the positive aspects of two genres: opera and drama. The difficulty that needs to be overcome is communicating the philosophy and artistic values of both to the public. Thus, operama strives to convey the fundamental characteristics of these two genres to meet both philosophy of classic art and popularity of modern culture but is not skewed in one direction.
Operama Arts Management Institute was established as a not-for-profit organization in 2014 and its vision is described in the website (
operama.org) as below:
The operama art platform is based on a rigorous study of how the public is exposed to, consumes, and spreads the musical contents. We do the best to make people have access to and enjoy classical art through the contents of operama such as performances, education, records, and music videos. Therefore, operama helps create a balance in a cultural ecosystem by strengthening the consumer base of classical art in the long term.
Convergence strategy
Convergence has been highlighted with the continuous advances of IT. IT plays a role of glue for the fusion of different products and services, or a lubricant to make matters efficiently collaborate to provide new or additional value to the stakeholders. Convergence has been defined by Merriam-Webster as “the merging of distinct technologies, industries, or devices into a unified whole.” This paper adopted Lee and Olson’s [
16] definition of convergence: “synergic combination of ideas, objects for other contexts utilized in a manner yielding better results than were possible before.”
Convergence can be classified into two major categories: application and combination [
17]. Application means creating new value by applying existing ideas in different contexts. For example, Netflix defeated Blockbuster in the video rental industry by borrowing ideas from Amazon that sold books by mail. On the other hand, combination means fusion of different entities to create a new synergy effect for creating more value. Combination convergence can be classified into six types based on objects involved: (1) component/product convergence, (2) functional convergence, (3) organizational convergence, (4) technology convergence, (5) industry convergence, and (6) bio-artificial convergence [
18].
Among the above types, operama can be classified as an industry convergence that combines opera and drama. It tries to act as a bridge between the two genres to help people better understand and enjoy classical music and performance that are often considered boring and expensive by young generations [
19]. Operama is a good example of convergencing classical culture with the various elements of pop culture. The young audience considers entertainment more of an essential element of performance than their counterparts in the 40s and 50s generations who pursued meaning over entertainment [
20]. Operama performances that involve various techniques of interaction with the audience attract the attention of young people.