An opera in 403 parts: La Monnaie and Proximus make opera even more accessible to young people
Opera and social media: an unusual combination? Not for La Monnaie and Proximus, who are striving to build an innovative bridge between a classical art form and the digital world of young people. Under the banner Generation Opera, Giacomo Puccini's Tosca - an iconic De Munt production directed by Rafael Villalobos in 2021 - has divided into 403 short videos of 10 to 25 seconds. In the coming weeks, these excerpts will be shared through a TikTok campaign designed to engage young people in a fun and accessible way. The goal? To lower barriers and inspire them to experience opera not just online, but also live.
Opera is known for its awe-inspiring music and compelling stories, but the average length of a performance can sometimes be a challenge for young people, especially in an era where their attention span is just eight seconds. This inspired La Monnaie and Proximus to breaking Tosca into 403 short clips, creating 'snackable' content perfectly tailored to the platforms that resonate most with young audiences nowadays.
With Generation Opera, Proximus and La Monnaie aim to bridge the gap between the digital life of young people and the world of opera. Fifteen excerpts will be used in a TikTok campaign in the coming weeks, and those who click through will discover the full story on the TikTok account @generation_opera. Additionally, some of the videos contain hidden rewards, giving young people a chance to win free tickets to their first live opera performance. Generation Opera not only piques their curiosity, but also encourages them to experience the magic of opera firsthand.
With this initiative, Proximus and La Monnaie prove that innovation and tradition can go hand in hand. Generation Opera is an inspiring step towards a future where opera continues to fascinate, surprise and connect - now and for generations to come. This collaboration is far from a one-time project; since 2014, De Munt and Proximus have been working closely together to make opera and classical music accessible to as many people as possible.
For La Monnaie, attracting young people is a top priority. The Young Opera program offers those under 30 exclusive benefits such as discounted tickets, access to open rehearsals and meetings with artists. Starting in April, the Young Opera Nights will provide Young Opera lovers with a personalized welcome, a free program book and drink, and an exclusive after-event. This commitment has been recognized with a prestigious OPER! AWARD, which praised La Monnaie for its "welcoming openness" and named it the best opera house in the world.
As a structural partner of La Monnaie, Proximus believes in supporting passions that bring people together. In addition to its involvement in sports, iconic music venues and unforgettable festivals, Proximus actively supports the cultural sector to inspire and connect communities in Belgium and beyond. This project is part of a broader vision to contribute to a more inclusive society through technology.
Opera is timeless, but the way we tell stories is constantly evolving. With this project, we bring the magic to young people in a creative and contemporary way, hoping they will be inspired to experience the unique thrill of a live performance. We want to lower barriers and show that opera, like film or television, is an immersive and emotionally powerful art form. By connecting with the digital habits of younger generations, we hope to ignite a spark that will eventually lead them to the opera house.
At Proximus, we believe in the power of technology to connect people with what really matters to them. By bringing the digital world of young people and the world of opera closer together, we fulfill our social responsibility to make culture accessible to all and bring classic art forms to the digital generation in a relevant way.