Commercial Exploitation of Art in a Commoditized Market
ISSUE 2
By Marco E. Bruscoli, Scholar-in-Residence, WolfBrown
The number of new immersive productions coming to market in early 2023 is dizzying. Will nonprofit arts organizations figure a place for themselves in the immersive paradigm? The stakes are growing higher by the day.
Commercial producers are flooding the market with immersive experiences that exploit art and artists that are free from copyright protection. For example, Lighthouse Immersive, the Canadian-American firm with 16 dedicated immersive facilities across North America, is investing in experiences based on the classical music legacy. Last month, the company presented an immersive adaptation of The Nutcracker in 11 American cities. Now, its artistic team is developing a new generation of classical music exhibitions starting with “Mozart Immersive: The Soul of a Genius,” slated to open in Chicago on March 10th.
