As profiled in the Financial Times, Teatro Real Madrid is leading the way on attracting younger audiences to "the most complete form of art" with special previews and after-parties.
"As soon as the silver curtain went down on Aida, hundreds of members of the audience rushed upstairs to the salons of Madrid’s opera house to drink beer and dance to a live DJ. From Verdi’s “Triumphal March” to Corona’s “Rhythm of the Night” without leaving the building. Three days before welcoming King Felipe and Queen Letizia for the opera’s official opening, the Teatro Real was hosting a special “youth preview” limited to people between 18 and 35 years of age, who got a discount price and an invitation to the “after opera”. As well as a DJ in the ballroom and several bars, four make-up stands offered guests the chance to evoke some of the opera’s characters. Started last year, this youth initiative is spearheading the institution’s attempt to develop a new generation of opera lovers."
More at https://www.teatroreal.es/es/real-joven
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