
Photo: Amy O’Neil.
Amy O’Neil, the Digital Content Marketing Manager for the Dallas Opera, has earned the organization a new following thanks to her quirky, fun, and innovative videos that explain everything.
Many people adore opera, but there are also many who are sure they wouldn’t like it, even though they’ve never tried. So how is Dallas Opera attracting new, younger audiences?
Bethany Erickson at D magazine interviews the brains behind the change.
“A few of the Dallas Opera orchestra’s musicians were ready to leave after practice, but a handful were still milling around their rehearsal space in the Winspear Opera House. Some of them were gathered around a machete-wielding percussionist as he attempted to mimic the sound a guillotine makes as the blade descends to chop off someone’s head.
“After tries with other instrument combinations yield OK but not spectacular results, he stands next to a metal pole, then slides the machete against it, the metal-against-metal action creating a ‘snick’ and then a long, slicing ‘hiss’ as the machete descends, followed by a heavy thunk at the end. …
“On hand to capture the behind-the-scenes work for the season’s second production, Dialogues of the Carmelites, [Dallas Opera social media guru Amy O’Neil] says she’s not sure exactly what she’ll use the footage for, but she wasn’t going to miss filming it.
“That sort of infectious creativity has made O’Neil’s work for the Dallas Opera a must-watch. From her fun, punchy synopses of upcoming productions to her award-nominated series ‘Don’t Look Under the Wig,’ she says her work is aimed at making the opera feel more accessible. …
“O’Neil has been with the Dallas Opera for more than six years, starting in group sales before convincing her employer that her talents might just attract a new wave of opera buffs. A UNT graduate, she studied business, music, and communications, and then spent time abroad studying, among other things, classical music and opera history in Vienna. She also does improv and is a musician. …
“O’Neil and I sat down at a table overlooking the Winspear’s expansive lobby to talk about her work. What follows has been edited for clarity and brevity.
Bethany Erickson
“I told my coworkers to check out the Dallas Opera social media feed because it was so fun.
Amy O’Neil
“Oh my god, I have so many more things about to come out that are more me, just telling our audience things, because time and time again, that’s what performs well. Like, they just want to see me as a goofy regular person, going, ‘Can you believe this? She’s cursed and on a random island,’ and whatever.
Erickson
“So take me back in time to when you first started.
O’Neil
“I started in ticketing, and then I did group sales, and then I was social media, and now I’m, like, all things digital. … They were coming to me and saying, ‘We want you to do a program or whatever you want where you’re doing makeup stuff,’ and that’s where ‘Don’t Look Under the Wig’ came in. And that really opened the door to not only show the company, ‘Oh, hey, I can do all these other crazy things,’ but also to test how I did with the people out there. …
“The first time I did a synopsis, it was because we didn’t have any ready-to-go assets, and I was like, ‘I’ll come up with something.’ … I wrote it, filmed it, and edited it all within like 2 1/2 hours. And I mean that’s, like, my shortest synopsis, like a minute and a half, so it’s not like impressive or anything. It took off, and then it was like, ‘Oh, well, maybe I should do this for the next opera.’ …
Erikson
“I don’t envy you having to figure out the tone for the Dialogues of the Carmelites synopsis. …
O’Neil
“It’s interesting because we were talking about this recently. I wanted it to be unbelievably clear that Dialogues of the Carmelites is based on a real story about real nuns who were really beheaded and persecuted for their religion and died martyrs. … I can make housewife jokes about Don Carlo, but not about Dialogues of the Carmelites. … I want to do the Dialogues of Carmelites and still have it be a fun video, but not at the cost of disrespecting the art. It’s just a fine line. …
“One of my favorite things that happened last season was when I was just walking around before a show in the hall, taking pictures and whatever. And these two girls ran up to me. And they were like, ‘Oh my god, you’re the reason we’re here. We just had to tell you because you’re the reason we’re here. When we saw you, we had to tell you.’ ”
More at D Magazine, here. Note that long before Dallas explained opera, both Looney Tunes and Disney took it on. Check out Bugs Bunny, here, and Willie the Whale, here.














