Negotiating Convention: Pop-Ups and Populism at the San Francisco Opera

Abstract

AbstractTwenty-first-century North American opera houses have attempted to bring in new audiences to make up for a declining and aging population of subscribers through means both traditional and unorthodox. The San Francisco Opera's SF Lab Initiative (2015–2018) was created with such goals in mind. Alternative forms of programming, which I categorize as auxiliary programming, have gained traction as a marketing and aesthetic strategy in recent years, and ultimately signal a dramatic shift in approaches to regional opera production in the United States. While scholars have explored the creation and funding of contemporary operatic productions in the United States, little attention has been given to forms of programming beyond the operatic mainstage. Using interviews with company members and analysis of advertising and reception of the events, I examine the SFO Lab programming as a site of negotiation between operatic convention and experimentation. Based on a populist vision of operatic access, the SF Opera Lab re-contextualized rather than eliminated class and intellectual hierarchies. More broadly, this application of experimental performativity contributes to discourses about Pan-American experimentalism(s) and demonstrates the ways in which a focus on local encounters can yield broad applications for genres and/or scenes beyond opera in the United States.