I've always been interested in entrepreneurial activities and the success stories that surround them. But I'm not interested in just the Big Names who have made it! All start-ups start small and they all start somewhere! That's why I've taken the opportunity to look at Shadwell Opera.
Shadwell Opera is a company that is founded and run by some very bright Cambridge students. The students are nearly all in their final year and despite having finals looming around the corner, they have managed to put on a spectacular opera in the last week. The production, Britten's 'A Midsummer Night's Dream', epitomises what Shadwell stands for; unique, accessible and affordable opera to cater for the younger generations.
A Midsummer Night's Dream, like the company's other productions, was not performed in a grand opera house or on an elaborate stage. Instead it was done in a small and atmospheric church (their previous production was performed in Rosslyn Chapel). Their budget was minimal and their set was scant (if nonexistent). Yet the atmosphere, reliant on mood lighting, costume and music ensured that the audience were taken away from the sense that they were watching an opera but rather that they were in the opera itself. Fairies and Nymphs circulated the church while Oberon, Lysander and other lead parts found their way through the forest by walking amongst the stalls.
What was particularly unique about this production is that the forest was set in the fields of Glastonbury. A characteristic of Shadwell is that they do opera differently; they dust down opera and refresh it. Their production of the Magic Flute saw the Queen of the Night dressed up as Amy Winehouse! What's more they always make sure their opera's are performed in English. The script of the Magic Flute was that of Kit Heskith Harvey's, who has since then been a kind of artistic mentor and loyal supporter of the company.
They seek their singers from the world renowned college choirs, using the very best from them. They have recently also sought recent graduates who have moved further afield to world class music schools such as the Academy. Not having 'big names' ensures that the audience isn't detracted from the opera itself and puts the production (rather than the star) at the forefront of their minds.
Finally, the prices are wonderfully cheap and because they are so cheap every production they have ever put on has been sold out! Despite having performed all the way up in the deepest darkest depth's of Scotland!
The small firm has not gone un-noticed having been recognised by the Financial Times, Telegraph and Herald!
Some traits about the way this company runs;
These students are do-er's, not dreamers. In one year and three productions down the company has been recognised by world renowned newspapers, they've won a prestigious award at the Edinburgh fringe, are planning to head to New York and have a brilliant little website packed with information not only about themselves but where they seek their inspiration (http://shadwell-opera.tumblr.com/).
The company has a niche – maybe without realising it, Shadwell opera has created a "blue ocean". They have found market space and have drawn on the best of the opera world and popular culture, creating a unique strategy canvas.
Despite its success Shadwell Opera is faced with the challenge as to how it can grow out of a university setting? Where will they seek funding and how should they do it? What will happen to those involved? How can a small company like Shadwell grow without damaging itself? These are tough questions and ones that have certainly got us thinking.
http://shadwell-opera.tumblr.com/
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