Danish start-up to launch ‘LinkedIn for opera artists’
A Danish start-up hoping to overhaul the talent discovery process for opera and classical music has launched a platform that aims to foster closer relationships between artists and organisations.
Founded by Danish opera singer Sune Hjerrild, Truelinked will launch in the UK later this year as an online platform where artists can build connections with organisations, as well as with agents and directly with audiences.
By using technology, the platform aims to support the opera industry of the 21st century by facilitating relationships between all four of these groups.
Truelinked will operate in a similar style to LinkedIn, featuring digital profiles of artists that can be searched by companies and opera houses.
It will be free for artists to set up a profile, which can include their biography, availability, repertoire and examples of their work. Profiles can be linked through to agents or managed by individual artists, and will also be able to include more detailed personal information to facilitate bookings.
Hjerrild said he had been inspired to set up the company after his French agent closed her company and he lost all connections and work opportunities in France.
“It’s dangerous to put all your eggs in one basket. That experience was a setback for me, so having your own connections and keeping on to them can put you more in charge of your career as an artist,” he said.
Hjerrild added that while social media platforms such as Facebook and professional networks like LinkedIn were useful in some professions, they did not meet the requirements of the classical music or opera industry, inspiring him to create something “tailor-made”.
Truelinked is intended to help young artists promote themselves and their work, while more established singers can use the platform to create networks in different countries and regions.
Meanwhile, companies will be able use the platform as a casting tool, and to search for and request talent, as well as arrange auditions. Hjerrild said it would also be possible for agents to run their agencies on the Truelinked platform.
Basic access for opera companies and agents will be free. However, full membership, with access to premium features, will cost a fee. This has not yet been set for UK users.
Last year, Truelinked acquired Operabase, an existing online database that features records of opera productions, companies and artists from across the globe. It has data going back to 1996, which will now be merged with the information generated on Truelinked.
Hjerrild said he hoped to harness the possibilities of this data – meaning analytics can be used by artists and agents to map career trajectories and performance.