What do we do?
Into Opera is starting a creative revolution. Our mission is to get people who aren’t particularly into opera… into opera.
We are doing this by creating productions, bespoke education projects and curating imaginative events which aim to engage, connect and resonate with specific audiences or potential participants.
In this way, we hope to create a range of work which has real meaning and value for different people, from different backgrounds at different points in time.
Our ambition is to bring communities together in new and unusual ways to experience opera and to simultaneously create unique, memorable and sometimes even life-changing experiences for those communities.
We’re asking people to trust us – give an opera experience with us a go. You never know, you might discover that you’re into opera after all…
Why do we do what we do?
There seems to be quite a stigma attached to opera prompting comments such as… it’s old fashioned, hard to understand, silly, expensive, high-brow, not relevant today and certainly… ‘not for me’…
But that’s not the full story, it doesn’t have to be like that… it’s often not like that at all. And we want to prove that. There is so much amazing work and innovative thinking taking place in the opera industry. We want to show you that!
We want to prove how fresh, engaging and relevant opera can be. We will create high quality opera experiences which are affordable and don’t break the bank. We are starting a creative revolution to overturn this negative stigma and instead, enthuse communities about the potential of this art form. We want to convince you about the ability of opera to bring people together, to tell compelling stories and to make us think about questions that are relevant and important to the society and world in which we live today.
A CREATIVE REVOLUTION
Into Opera has started a creative revolution to get more people 'into' opera. Our purpose is to tackle the perceived and actual barriers that might prevent potential audiences or participants from have the opportunity, means or inclination to access this art form. We create unique opera experiences designed to offer imaginative and empowering first encounters of opera for new audiences. We produce professional opera productions, commission new operas and English language translations, develop bespoke educational projects, and provide creative CPD opportunities for teachers.
Who we are
Founder, Artistic Director and Chief Executive
Genevieve is a Stage Director of theatre and opera she also has a background is dramaturgy, marketing, branding, audience development and voice-over work. She founded Into Opera in 2017 and is the Artistic Director and CEO of the charity. She is also a Founder Director of Opera UK, a sector support organisation launched during the Covid-19 pandemic to help shape the future of opera.
Genevieve has worked in Europe, London’s West End and regionally across the UK. Previous engagements include working for Opera North, Opera de Oviedo, Grange Park Opera, Grange Festival, Theatre Royal Bath, Opera Holland Park, Iford Arts, the Watermill Theatre, Warwick Arts Centre and PW Productions. Her 2015 production of Don Giovanni created for Hampstead Garden Opera was nominated for Best Opera Production at the Off West End Awards. In 2012 she became Artistic Director of the Maddermarket Theatre in Norwich making her one of the youngest Artistic Director’s in the country.
In 2018 Genevieve directed the World Premiere of Patrick Hawes' children's opera, A King's Ransom and led the accompanying 17-week education project. In 2019 she launched an opera festival in Norfolk, the Norfolk Into Opera Festival staging a new English language production of The Elixir of Love translated by David Parry. She has also co-written the libretto for the new family opera Gobbolino the Witch's Cat and will direct the premiere of this new work.
Our Board of Trustees
Chair: David Walker.
Trustees: George Chambers, Rosenna East, Elizabeth Llewellyn, Fran Ludden, Charles MacDougall, Jaime Morgan Hitchcock, Nicholas Simpson, Professor David Waugh and Harriet Wybor.
We are so grateful for the tremendous interest and support we have received so far.
Into Opera has been supported by Arts Council England, Anguish’s Educational Foundation, The Norwich Freeman's Charity, Norfolk Music Hub, The Geoffrey Watling Charity, The Chivers Trust, Enjoy Great Yarmouth, The John Jarrold Trust, The Paul Bassham Charitable Trust and Adrian James Acoustics.