Niche Content Goes Global
What happens when ultra-niche content collides with Google’s video-search powerhouse?
As the music industry emerged from the global pandemic, Opera Rara - which specialises in lost and unknown operas - saw the need to raise its digital content game.
With 120 recordings in its back-catalogue, the company was sitting on a ton of content.
But with limited experience of social media marketing, and a sceptical attitude to digital content, it was barely exploiting this mountain of material.
Surprised to learn how well opera can perform on YouTube, the company tried to turn the platform to its advantage.
In just 18 months, Comms Director Zachary Vanderburg took Opera Rara into the YouTube Partner Programme, doubling the company’s audience.
Discover how this niche opera charity took on Google’s video-streaming powerhouse, and created a content hub with international reach.
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What we’ve realised is that pretty much all that we create... can exist in a digital format. That was the biggest key - just turning that idea on.
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Episode guest: Zachary Vanderburg
Zachary Vanderburg is the Development And Communications Director at music charity Opera Rara.
An arts administrator and fundraising professional with more than a decade of experience, Zachary has led Opera Rara’s development in the digital arena.
He describes himself as a team-oriented and entrepreneurial leader who energises colleagues and audiences through artistry, productivity, and distinction.
A singer himself, Zachary is a fine tenor, and has a voice made for podcasting.
Zachary Vanderburg features on The Content Mavericks Club podcast, hosted by Creative Kin CEO Jason Caffrey