Celebrities, Hybridisation and Singing – on (Audio)visual Strategies for Promoting Opera. The Case of Anna Prohaska
The paper discusses new strategies for promoting opera and opera singers and how one affects another. They are quite often limited to the production of music videos and photo shoots similar to those of pop stars. My article focusses on Anna Prohaska, her example, treated here as typical one, is placed within a frame of global changes in presenting opera. Live in HD broadcasts from Met are the most spectacular manifestations of them. As they are available on five continents, their impact of how opera is perceived worldwide is enormous. Use of the word “HD” suggests that visuals are becoming more and more important. Universal Music Group, the greatest global music corporation, and Deutsche Grammophon, which is part of it, are as well concentrated on promoting singers by using mainly visual means and thus making mere celebrities of them, even if they are, like Prohaska, excellent musicians.
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