Marivi is connecting digital marketing to a more traditional, low-tech, multilingual art form. She shares practical ideas for building local audience while learning from other cities and building tourism tools for our local opera scene. She also shares ways to work with cultural and lifestyle influencers with opera and ways to engage with multiple audiences in this increasingly digital age.
Guest: Marivi Valcourt, Associate Director of Marketing, Advertising and Content, LA Opera
Marivi Valcourt is a lifelong concertgoer and advocate for music. Currently she is the Associate Director of Marketing at LA Opera, in charge of traditional and digital advertising as well as video content. A graduate of NYU’s Music Business program, she spent over 10 years in the music industry working at the late Gary Kurfirst’s Overland Management with artists including The Ramones, Talking Heads, Big Audio Dynamite, Jane’s Addiction, Deborah Harry (Blondie), Thompson Twins and Dee-Lite. At Radioactive Records/MCA, she was instrumental in developing Angelfish (Shirley Manson/Garbage) and the platinum-selling artists Live. From there, she was part of the marketing/sales team at Capitol Records and then worked as the General Manager of Nettwerk America Records. When the music industry imploded around 2000, she moved to non-profit work, heading up marketing for the City of Santa Monica’s Third Street Promenade for seven years. During that time she received her MBA from Loyola Marymount University. Marivi found a balance between live performance and non-profit, working in the performing arts with over five years at UCLA’s Royce Hall and now at LA Opera.
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