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Cornerstone

In the last two years Twitter has widely grown in popularity. Even though it has been labeled a fad like other social networking sites (Facebook, MySpace, Bebo, etc.), it continues to flourish and establish itself as one of the most effective and versatile social media channels.

Twitter can be used as a tool for staying in touch with friends and family, as a real-time search engine, as an information outlet and in many other ways. Over here we use it for networking with dance fans, companies, writers, dancers and choreographers anywhere around the globe. We have been positively surprised with the amount of information we can exchange and use for spreading, together with other ballet fans, the notion that “Ballet Rocks!”.

We are enthusiastic about the use of social media to promote inclusion and attract new audiences to certain art forms. It is an effective way to get a message across and we certainly approve of art organisations jumping onto the bandwagon. But many of these organisations have been too hasty in embracing social media and have no clear strategy, goals or any understanding of how to leverage off these channels. We have often seen new Twitter users quickly become wall spammers (ie. overpromoting their services with little additional information or dialogue with followers) or adopt erratic tweeting behaviour (ie. short bursts of activity followed by prolonged silence).

But aren’t we all on Twitter to promote a service anyway? Most Twitter sceptics view it as a self-promotion wasteland, but given that it has little or no impact on box office sales why do companies even bother maintaining a Twitter presence? And how can they improve their Twitter strategy, toning down on spamming and overpromotion? These are the questions we attempt to answer below:

How can dance companies use Twitter

  • As a promotional tool: It can be used for announcements, providing related links, to launch competitions, promotions and engage audiences.

  • As a networking resource: to seek solutions and get real-time feedback. Direct questions/polls can be used to profile audiences without the need to chase after statistical studies or  feedback forms. Any Twitter user can also get live information and find what audiences are talking about via Twitter Search + relevant keywords.

  • To engage/maintain a dialogue with followers: to learn about audience demographics and understand which areas need to be developed/focused on.
  • As a live feed/relaying events, helping international followers feel included in an event (@RoyalOperaHouse did a great job with their BP summer screenings and their Twitter Opera project). A core network of  followers (ie. a community of supporters) can also help spread the company’s news/events via retweeting or RT’ing (ie. forwarding information).

Practical examples:

@DutchNatBallet, @mariinskyen and @nycballet do great links to videos & production photos.

@BRB, @BostonBallet, @MiamiCityBallet, @sfballet link to interesting related blog posts & articles, as well as programme notes, pictures, casting details, etc.

@BRB, @paballet @NBTlive @ScottishBallet and @BalletBlack are examples of companies who often engage, retweet and exchange tweets with their followers. They even post job vacancies from time to time.

How can dancers use Twitter

Dancers lead very busy lives running from class to rehearsal, from rehearsal to performance, so why should they waste what little spare time they have on Twitter?

  • It can help dispel myths regarding their profession and provide a glimpse into their daily activities, without getting too personal (ie. unlike the concept of “Facebook friends”).

  • It can help them build relationships and engage with fans and audiences in general. Interviews and traditional media features might be forgotten or skipped, whereas Twitter is a continuous flow, helping the dancer maintain an internet presence.

  • It can help them network with other dancers, choreographers and in the case of freelance performers, dance companies and festivals.

There might be a preconceived notion that Twitter, like Facebook, is “just another place for procrastination”. However, Twitter is the least intrusive of all social media tools: it can be accessed from any mobile phone and it takes less than a minute to compose a 140 character message. Twitter is based on linear messaging (displayed as a timeline) so there is no additional browsing, photo albums to maintain, no Farmville games and such to divert one’s attention.

Examples of dancers who are great on Twitter: @Bennet76, @balletrusse, @MadisonKeesler, @ashleybouder, @daniil, @EvanMcKIE,  and @MarijnRademaker, among others.

How NOT to Tweet

  • Don’t spam. Followers need to be interested and care about the information they get. Too much, and they will lose interest. Too little and what’s the point? Don’t say it all at once, spread your tweets during the day.
  • Don’t be a one-track mind. People will be quick to unfollow if your ticketing or product page is the only thing you tweet. Post articles of interest, blog posts, reviews, polls… the sky is the limit.
  • Don’t be self-centered. It is good “Twitter etiquette” to retweet (RT), ie. give credit to whom credit is due. It is all about spreading the word.
  • Don’t just talk & talk. Twitter is a social network and as such is built on relationships. One cannot build a relationship if there are no conversations. As you speak, followers listen & if they reply to your tweet or ask a question they want to know you are listening back. Do respond.

Why should companies, dancers, etc., follow others?

There are several Twitter strategies. Over here for instance, we might not follow everyone back but that’s because we try to keep track of those we do follow and their individual posts (It would be impossible to pay attention to everything that’s being said if we reciprocated all the follows). However, if someone we do not follow engages with us or asks us a question we will always engage back. This seems to us a more authentic way to establish a dialogue.

Another strategy is to follow everyone back and use certain filters (via TweetDeck or another third party Twitter application) to  keep track of only the tweets that are relevant to you. The disadvantage here is that tweets “slip through the net” and if you are an active user you might be missing out on potentially relevant information.

The punch line: We do not think Twitter is another social media fad. Major companies and individuals have embraced it as a tool which can be used for:

  • Promoting events, content, and to spread the news.
  • Building a community. Be generous and reciprocate.
  • Sharing your thoughts, ideas and links.
  • Providing a live summary/description of events or presentations.
  • Thanking your audiences.

Further Information on Twitter and how to use it:

  1. Twitter? It’s What You Make It by David Pogue. State of the Art Column at The New York Times, February 2009. [link]
  2. Why Twitter Will Endure by David Carr. The New York Times, January, 2010.  [link]
  3. How Twitter Will Change the Way We Live by Steven Johnson. Time, Business & Tech. Jun 2009. [link]

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bb_awards_09

As we prepare to send off 2009 and embrace a new decade, we look back into what was hot, fun & fab around the ballet blogosphere to pick our favorite things this year. Feel free to share yours too.

Favorite Blog Posts

Haglund Heel’s “ABT needs a Mayerling” campaign

The coolest ballet campaign of the year. We keep on crossing our fingers & sending positive vibes for Mayerling to be part of ABT’s repertory someday. We’d definitely cross the Atlantic to see Marcelo Gomes as Crown Prince Rudolf.

You Dance Funny on the mess with “Swan Lake’s third act Pas de Deux”

We love uncovering mysteries à la Sherlock Holmes / Dr. Gregory House.  Divalicious prima ballerina decides she doesn’t like the score for her Swan Lake 3rd Act solo and asks Ludwig Minkus to write another one. This in turn bothers the original composer, a certain Mr. Tchaikovsky, who then writes a second version which never makes it to the final cut after all. Complicated? This could very well yield material for a soap opera.

Bloggerina meets Mr. Clement Crisp

Once upon a time our favorite ballet critic, Mr. Clement Crisp, went on a trip to Canada to see a triple bill composed entirely of new ballets, something sadly unthinkable in our neck of the woods. He met the Toronto ballet audience & spoke about what can be done to ensure the future of ballet. We were left very jealous…

Bella Figura’s Make your own Ballet Xmas in Paris

While Eurostar #FAIL would have surely prevented us from celebrating a balletic Xmas in Paris this year, this post provided us a much needed insight into the pick and mix of POB‘s casting. We are very curious about the darkest of all Nutcrackers and we might be more than tempted next December when the Mariinsky will also be in town. The post also offers a witty description of a certain Bolshoi star who has a habit of hanging on to theatre curtains.

Demicontretemps’s “If Ballet Stars were comic book heroes”

We love graphic novels, comic books and movie adaptations of both. We also often imagine deathmatches between our favorite ballet stars… if only we could pitch this idea to MTV. In this very funny post Eric Taub imagines Ballet dancers as drawn by famous comic book artists.

Veronika Part on Wolcott and Swan Lake Samba Girl

She is one of the most glamorous things to have happened to ballet. Just as gossip started to circulate that she would leave ABT she turned the tables on the rumour mill and bagged a promotion for Principal and a spot on David Letterman. May she long continue to fascinate us.

Favorite Tweets/Social Media Stuff

Sanjoy Roy on How dance companies must embrace the internet. The Guardian dance writer Sanjoy Roy picks up on the Ketinoa debate.

Hedi Slimane’s short film featuring Royal Danish Ballet’s Oscar Nielssen rocking and phrasing beaten steps to the music of Supershine drummer Matthias Sarsgaard. We said it before and will say it again: Ballet Rocks! (as tweeted by @hedislimanetwit)

Crankocast – Who would you be cast as in a Cranko ballet? Over here we got the two Taming of the Shrew sisters, one for each Bag Lady. Spooky! How did they know? (as tweeted by Stuttgart Ballet Principal dancer @EvanMcKie)

Charlotte MacMillan’s Mayerling photos at The Arts Desk – breathtakingly sinister studio shots of one of our favorite dark ballets with one of our favorite casts (as tweeted by @Macmillanballet)

Mariinsky in Japan Little Humpbacked Horse photos – mouthwatering candy store-like pictures of the Ratmansky ballet we are dying to see (as tweeted by the lovely @naomip86 – our Japanese ballet guru)

Favorite Ballet Bag Stuff

Interviews – Three fabulous leading dancers with each of the Mariinsky, the Royal Ballet and ABT. Three very distinct personalities which resulted in very different interviews. We hope you enjoyed them as much as we did. We are crossing our fingers for more.

Bridge Over Troubled Water & other Social media posts – We are big believers in the power of social media. All of these posts were great fun to write & some even managed to stir some controversy (see Sanjoy Roy article above).

Supermassive Black Hole – Our resident physicist analysed BRB’s new ballet based on Einstein’s Theory of Relativity. Perfect for the job.

Grace – This was a tough cookie. Someone asked in our Facebook group if we could write something about the ballerina’s grace. It was hard to put a subjective concept into words but we really liked the final product, not least because it gave us a chance to quote from Pride and Prejudice.

Last but not least

Our favorite Dances of the Decade

Our favorite Dance articles of 2009 (Conventional Media)

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Dear Santa,

We know we had a lucky year with many wonderful ballet tickets filling our bags. We had a great time writing over here and making plenty of new friends on Twitter and Facebook some of whom we had the pleasure of meeting in person.

Having managed to strike a good balance between work & play we feel we now deserve some ballet candy for the new year. We’d happily trade that wonderful Rodarte dress or that anything Chanel we have coveted over the years for a few of these treats so, here’s what the Bag Ladies would really really like. Please and thank you.

  • More NYCB, ABT and Mariinsky stars guesting with the Royal Ballet. If Evgenia Obraztsova, Ekaterina Osmolkina and Yvonne Borree did so well over here in The Sleeping Beauty, Swan Lake and Dances at a Gathering why can’t we have them more often and while you’re at it, can you please bring Ashley Bouder and Marcelo Gomes too?

  • Royal Ballet revivals of Onegin, Song of the Earth and La Sylphide with plenty of new casting delights… and preferably with Steven McRae as James.

  • Much smaller doses of such stalwarts as The Sleeping Beauty and Swan Lake or at least new designs for the latter. Yolanda Sonnabend’s are appreciated but they are starting to betray their age. If we are going to visit the lake once more let us see some different settings and costumes.

  • A new narrative ballet that is not based on a children’s tale. Don’t get us wrong, it’s not that we are not looking forward to Wheeldon’s Alice in Wonderland, but a while back we had this interesting discussion on Twitter and concluded there are so many books which would lend themselves wonderfully into ballet scripts. We’re thinking the whole Jane Austen canon, the Russian classics, plus some Edith Wharton & Henry James.

  • Sneak previews. If ballet seasons are planned so long in advance, we’d like to see the major ballet companies slipping some bits of information/trivia/teasers on what’s coming next or fueling discussion in their Facebook/Twitter pages like ABT did recently. Call us greedy but it’s more hype for them, less suspense for us. Everyone wins.

  • More visits from foreign companies. It’s time the Mariinsky  treated us to a full-length Ratmansky ballet (yes we do mean The Little Humpbacked Horse). ABT could follow suit and show us On the Dnieper instead of Le Corsaire and Don Q. (yawn, yawn). And let us not forget that Ms. Diana Vishneva still owes us a visit since pulling out of the Mariinsky season at Sadler’s Wells (2008) at short notice. Can you pls. give her the nudge?
  • Can we have more ballet companies embracing social media? We have great fun browsing SFB’s blog, ABT’s pictures and looking at NYCB, Mariinsky and Royal Ballet videos, but perhaps the Paris Opera Ballet and the Bolshoi can also follow suit?
  • Less injuries. This we wish for every dancer in every company out there.

Many thanks again. Don’t forget to grab your box of cupcakes from underneath the Christmas tree. We know how you like the Christmas pudding special from The Primrose Bakery.

    xoxo,

    Emilia & Linda

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Things have changed a lot in the last century in terms of technological advances and ways to exchange information. This means people have changed as well, with new generations becoming harder to impress and more likely to spend time in front of the TV or computer where everything can be found at the click of a button,  their attention spans increasingly shorter. This also means that the arts have had to adapt to this new era, juggling the interests of established audiences with a desire to attract new ones.

Ballet in particular has been faced with various dilemmas. In addition to arts budgets which stifle creativity in favour of bankable productions, preconceptions about the art form have been passed on from one generation to the next, resulting in core audiences largely formed by the wealthy and/or the senior. However, ballet companies continue to seek new and younger ballet audiences, making increased use of social media channels. This week, for instance, the Royal Opera House announced the launch of a new iTunes channel where ballet and opera masterclasses and other educational videos can be downloaded into one’s iPod within seconds (and free of charge).

These new avenues will not necessarily change the mindsets of those who are used to associating ballet with snobbery and inaccesibility but at least they make it easier for all of us to try. And try we must. In this post we take a stab at tackling some of the biggest misconceptions about ballet. We challenge those of you who have never been to a performance to try it (and do tell us about it ). It is never too late and you might be – positively – surprised.

Myth #1

Ballet is all about old fashioned tales of Nutcrackers, Sleeping Beauties and Swan Lakes. It revolves around princes and fairies, tutus and men in tights.

First things first: Princesses in tutus are 19th century ballet symbols. While it’s true that ballet companies still go back to the bankability of old classics, especially in our credit crunched times, ballet did manage to evolve beyond that garment over the years. A revolution took place when Diaghilev and his Ballets Russes steamrolled their own artistic movement out of Russia, spreading their view of dance as art and as a way of life in the early 20th century, nurturing revolutionary minds that had a long-lasting impact on the art. If tutus are not your thing, don’t despair, there are plenty of alternatives.

Your Prescription: Go see a full length MacMillan ballet. Try a Balanchine Black and White (ie. pared down) ballet such as Agon or The Four Temperaments.

Watch the documentary “The Story of Ballets Russes” this Friday on BBC4.

Myth #2

All ballets are the same, if you don’t enjoy one then ballet is definitely not for you

As one of our Twitter buddies, Robbintheoffice, puts it: if you go see a movie and don’t enjoy it, you don’t stop going to the cinema altogether, right? But for some people, one ballet they don’t like will be enough to put them off for life. Before you decide that ballet is definitely not for you try at least a few different styles and schools. If you don’t like a 19th century classic or a Romantic ballet maybe you will like a MacMillan ballet. If you are not keen on narrative ballet perhaps abstract plotless works might win you over? Mix and match.

Your Prescription: A mixed bill containing at least one contemporary or new work to give you a flavor for which style may suit you best.

Edward Watson in Glen Tetley's Sphinx, part of a Mixed Bill. Photo: Bill Cooper / ROH ©

Myth #3

Ballet is too expensive

Ballet can be expensive but so can theatre and musicals. If you can afford tickets for U2 or Madonna, Hairspray or Legally Blonde The Musical, then ballet prices should not come as a shock. The key is to book as early as possible (first day of public booking) or as late as possible (day tickets and returns). Depending on the ballet, you should be able to find a midrange seat for less than £50. For as little as £20 you can grab a seat in the amphiteatre sides or – if you are not keen on heights – stalls circle benches with restricted views are generally good value for money. For the price of a cinema ticket you can bag a supervalue day standing place or perhaps even a ticket for the ballet at your local cinema screen.

Your Prescription: Experiment with different amphiteatre seats or stalls circle bench seats to see which suit you best. Buy very early or very late. Read this post.

Myth #4

Ballet is formal, snobbish, elitist & not for young people

Fair enough, classical ballet does draw formal, older crowds especially in the area around the Stalls and Grand circles. But this should not intimidate you, there will be representatives of every kind of demographics in the house, from Bermuda guys to Oscar de la Renta ladies. And if you attend a Wayne McGregor premiere at the Royal Opera House you could gather enough material for an anthropological study about diversity in ballet audiences, quite the opposite of your preconception.

Your Prescription: any work by Wayne McGregor, David Bintley’s Cyrano, or Wheeldon’s company Morphoses. Read this post about dress codes, etc. at Intermezzo blog.

Federico Bonelli and Sarah Lamb in Wayne McGregor's stylish Chroma. Photo: Johan Persson / ROH ©

Myth #5

Ballet is boring, sickly sweet, definitely not cool

As we said before: different ballets for different people. Are there sickly sweet ballets? Yes. Boring ballets? Most definitely. But what I might find sickly or boring is completely different to what the person next to me will. If you want your ballets loaded with substance you might want to start with something dramatic like Manon or Mayerling, the anthitesis of sweet. Or if you want to explore something that looks sweet but which can still punch you in the gut you can try Bournonville’s La Sylphide. If you are looking for purely cool, then try modern ballets by edgy choreographers.

Your Prescription: Birmingham Royal Ballet’s E=mc2 (one of the coolest things we saw this year) Wayne McGregor, Michael Clark Company, the Ballet Boyz.

Gaylene Cummerfield, Tom Rogers & Matthew Lawrence in Bintley's E=mc2. Photo: Bill Cooper / BRB ©

Myth #6

Ballet is not for men, it’s a girly thing

Actually most of the 20th century was dominated by superstar male dancers: Baryshnikov anyone (if you don’t know much about ballet you will at least have heard of him in Sex and The City)? Dancers like him were instrumental in inspiring future generations of male ballet dancers. Don’t believe us? Then follow the various male dancers and male ballet enthusiasts on Twitter, there are quite a few of them sharing their experiences from both sides of the curtain.

Your Prescription: Read this post written by a guy about going to the ballet for the first time. Go see a Carlos Acosta & Friends show or watch Acosta dancing Spartacus, the balletic equivalent of Russell Crowe in Gladiator (it’s available on DVD).

Male Power: Carlos Acosta as Des Grieux in MacMillan's Manon. Photo: Bill Cooper / ROH ©

Myth #7

One needs to understand ballet in depth in order to enjoy it

Another cool thing about ballet (by the way, have we mentioned that we think ballet is cool?) is that it can be understood in many ways, there are no rules, nothing prescribed about what you should be taking away from a performance. Of course preparation pays off, especially when it comes to narrative or semi-narrative ballets. Reading the story and knowing a bit of the background will help, though it is by no means mandatory. An eye for detail helps too but, most of all, you will need an open and contemplative mind.

Your Prescription: A bit of googling before a performance goes a long way. Try to read the reviews (but try not to be too influenced by them), see what people are saying about the ballet you are planning to see on different social media channels and forums or – shameless promotion – over here at The Ballet Bag.

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Daniil Simkin

Daniil Simkin. Photo: Enrico Nawrath / ABT ©

If you follow dance on the internet chances are you will have heard of Daniil Simkin.  He is the whiz kid (not just dance-wise but also tech-wise) who arrived last year from Vienna State Opera to stir some fresh buzz into American Ballet Theatre’s soloist ranks. His virtuoso dancing and various gala appearances, including the prestigious World Ballet Festival in Japan, have drawn a solid fanbase from every corner of the globe and Daniil draws on multi-platform social media and Web 2.0 to stay in touch and connect with all these fans.

We caught up with Daniil ahead of ABT’s trip to China later this week. He was kind enough to answer our questions about his ABT repertoire, his social media projects and to share his plans for the upcoming gala evening “INTENSIO” in Athens this December.

You are now in your second season with ABT. Can you tell us how it’s going? Any new roles/debuts on the horizon? Which roles do you expect to dance in the upcoming tour to China?

DS: So far my second season has been great. I will be touching a lot of new ground and will be expanding my horizons during the MET’s spring season, dancing in Twyla Tharp’s Brahms Hayden Variations, the great Jerome Robbins ballet Fancy Free, in Sir Frederick Ashton’s The Dream (as Puck), probably in Paul Taylor’s Company B, in addition to dancing my current roles in our classical repertoire. I have also been understudying a few Principal roles in the classics since I have performed some of them with other companies, but I have no scheduled performances in those yet.

During ABT’s tour in China I will be performing ‘Everything doesn’t happen at Once‘ by Benjamin Millepied and ‘One in Three‘ by Aszure Barton, both created for ABT and premiered during its Avery Fisher Hall season this Fall. Both pieces are extremely different, but very enjoyable to perform. I am very much looking forward to the tour, especially because it will be my first visit to China.

Simkin Millepied

Daniil Simkin in Benjamin Millepied’s Everything Doesn’t Happen at Once. Photo: Gene Schiavone / ABT ©

Speaking of the Far East, can you briefly share your experiences at the World Ballet Festival in Japan this past summer?

DS: The World Ballet Festival was an unbelievable experience. Just the fact that I was sharing the stage with people like Sylvie Guillem, Aurelie Dupont, Manuel Legris, Alina Cojocaru, Johan Kobborg, Marianela Nuñez, Svetlana Zakharova, Leonid Sarafanov, Tamara Rojo… It gives me goosebumps. One of the most memorable moments was probably receiving corrections & pointers from Sylvie Guillem. Luckily my first show, a full-length Don Quixote, happened at the very beginning of the festival. Not everybody was there yet so I was able to concentrate on my show without thinking too much on who might be watching in the audience!

You are one of few classical dancers currently using social media to connect with your audience. How did you get into it and what are you trying to achieve in all these different platforms (Twitter, Facebook, YouTube, etc.)?

DS: I have always been interested in computers and any technology-related gadgets. Some boys are drawn towards cars and motorsports, whereas as a kid I was drawn to computers, science and gadgets. I spent more time on my father’s first computers than he ever did. Then came the Internet and its ever-increasing presence in our lives. Luckily I was born in an age when everything was just starting. I was designing personal websites by myself in my spare time and once codecs for videos became more efficient I put in there videos from my competitions as downloadable clips.

Then one day I saw one of my clips in somebody’s MySpace page and found out somebody else had uploaded two of my clips and was selling a DVD of it on YouTube without my permission. I was shocked. Because of that I decided to put my own videos onto YouTube, otherwise others would. I also started to use MySpace after my competition in Jackson (2006) since it was the perfect way to keep in touch with a lot of the US dancers I had met there.

From there it was not a long shot to Facebook and Twitter. I was the second professional dancer to use Twitter, after San Francisco Ballet Principal and good friend Maria Kochetkova. I had fun updating my status and therefore kept doing it, until twittering was the next popular thing for pretty much every and anyone. Nowadays all of my platforms are interconnected, which means that my profile and my work can be discovered through different channels. If somebody gets to know a little bit about what I do from watching my YouTube videos, this person can then have a full picture through my Facebook page, Twitter and my personal website, which is currently in the process of being upgraded to a new, fully integrated, Web 2.0 version.

Simkin Azure

Daniil Simkin in Aszure Barton’s One of Three. Photo: Photo: Gene Schiavone / ABT ©

With all of this, my aim is to demystify our work as ‘professional dancers’. Our profession is surrounded by clichés and prejudices from misinformed people. I am trying to show that we dancers may be a little different from everybody else, but in essence we are human beings with routines, likes and dislikes, social lives and passions like everyone else. In short, we are not so different or more special than the office worker sitting in a cubicle, we just have different workspaces.

People in dance talk about the need to promote ballet more widely and yet, few actually do it. Why do you think there are so few dancers/choreographers in social media channels and have you encouraged any of your colleagues to use them?

DS: To quote a twitterer “I must do something” always solves more problems than “Something must be done” (Author Unknown). In the end, we as the dance world ARE the ones who have to change, not our surroundings, the media, etc. In my opinion classical dance is not more popular because in the dance world we tend to be more conservative than innovative. We have to change our mentality and prejudices towards copyright, media, replace them with openness and transparence. Only when the majority understands that this is the key to the future, will we succeed. In my opinion protectionism in these days of Internet/Web 2.0 can be destructive. That’s my two cents.

I have been encouraging some of my colleagues to participate in the Web 2.0 movement, but unlike most of the other professional fields, ballet is very physical and is very little connected to technology in its everyday routine. Therefore dancers are not as open to embracing the possibilities of technology as they could be.

What do you think major ballet companies should be doing to draw new audiences and to keep engaging them?

DS: The same things I mentioned before. Project more openness and a certain fearlessness in their PR. Fear is the biggest enemy of innovation and it prevents them from progressing, from opening the art form towards new audiences.

It is clear to me that the artistic mission of ballet companies should be to maintain a healthy balance between proven classics and innovative work with new ballet choreographers. Basically it is guarding a basis while nurturing experimental directions, but in reality, only big scale companies have the luxury to do both these things. The smaller the company, the harder it will be – budget and quality wise – to maintain a high level of both. Which doesn’t mean it is not a goal to strive for or one that’s unreachable.

Can you tell us more about the gala you are organizing in Athens this December? Why this particular location and who will be guesting?

DS: After performing in the ‘Svetlana Zakharova & Friends’ gala in Athens last year I was approached and asked to organize a similar event. The Gala evening is called ‘INTENSIO – An International Ballet Gala Presented by Daniil Simkin’. ‘INTENSIO’ is a play with the words ‘intense’ and ‘intention’. It describes the evening quite well in that it is not going to be just a clean dance evening, we are trying to merge different media into a ‘mashup’ for an entertaining evening. My father is in charge of the stage design and video projections specifically designed to support the dance on stage, as some pieces will be integrated with video. It is an exciting project for me and a new approach towards the usual ‘gala’ evening you see so often.

So far the following dancers will be performing (+ another couple to be announced)

Daniil Simkin Peasant Pdd

Daniil Simkin in ABT's Giselle. Photo: Rosalie O’Connor / ABT ©

How do you see your career evolving 5 years from now, what would you like to have achieved & which roles do you aspire to dance?

DS: I tend not to look too much into the future. Life experience showed me that it is healthier and better for me to enjoy the things I have now and share the beauty of life right here, right now. Having said that, dancing the Principal classical repertoire is one of my priorities in the near future and I would also love to go back to school, at least part-time or to learn remotely. Right now I am too busy and I don’t have enough time, but hopefully in the future I will be able to do that.

What’s in your ballet bag?

DS: Different things for different occasions… If I am running from studio to studio rehearsing, then it would be:

  • Water with added Magnesium
  • Different kinds of warm ups to keep as flexible and as warm as possible (normally consist of 4 or more items+ warm up boots or warm up socks)
  • Headband to keep my hair in place (which tends to be long enough to bug me)
  • Sansha Pro 1C skin colored ballet slippers
  • Toe spacers for my big toes + medical tape to stick them
  • iPhone + a2dp Bluetooth Nokia wireless headphones
  • 2 different stretching bands: One from Chacott to stretch my split and extensions and one Thera-Band to warm up my feet

Last but not least, COOKIES to keep my bloodsugar and mood up and to give me an always needed sugar-fix!

More about Daniil:

  1. The New York Times on Daniil in ABT’s Le Corsaire [link]
  2. W Magazine on Daniil’s relationship with the Internet [link]
  3. Daniil’s Official Website [link]
  4. Daniil on Twitter [link]
  5. His Facebook page [link]
  6. His YouTube channel [link]
  7. Intensio Gala Information from Elliniki Theamaton (venue) [link]

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We are lucky to be part of a group of people who can regularly attend ballet performances and who are exposed to a wide repertoire and various choreographers, but a huge percentage of dance fans around the globe are unable to do so, either because their location limits access to local or visiting ballet companies and/or because of cost. Add to that the fact that ballet on television is a rare event (for evidence one only needs to check the BBC4 programming for this autumn) and that DVDs are expensive and sometimes difficult to obtain outside North America and Europe. So how do these fans get their ballet fix?  In the past they would subscribe to magazines, buy illustrated books and hope to catch a live performance once in a while. Nowadays the web is their one stop shop.

Rudolf Nureyev and Natalia Makarova. Photo: Anthony Crickmay / V&A Museum © Source: Vandaprints

Rudolf Nureyev and Natalia Makarova. Photo: Anthony Crickmay / V&A Museum © Source: Vandaprints

Thanks to the web and its wealth of materials about companies, choreographers, evolution of technique, and legendary dancers from the past (footage of their performances are a constant source of learning and inspiration for today’s dancers)  breaking down geographical barriers and educating not only future dancers but also global dance audiences is becoming more practical and viable. In this context, tools like YouTube and other streaming video sharing websites are helping make ballet more democratic and accessible, despite their imperfections and drawbacks (for instance the delicate issue of copyright regulations).

In an ideal world, streaming video content would be broadcast directly from or with the blessing of the copyright owner but in reality the bulk of ballet videos on the internet has been uploaded by private collectors. Although there are several companies with a strong YouTube presence – see our Virtually There post –  if you are searching for ballet videos you will most likely fall upon filmed performances or broadcasts that might not even be part of official company archives (as is probably the case with rare footage of virtuoso dancers from the Soviet era) shared by individuals who in one way or another have obtained them.

Leaving aside the questions of intellectual property and copyright law for a moment, as well as the definition of “fair use”  – although we agree that  posting an entire ballet performance can hardly be categorised in such a way – it seems that commercial gain is not the driver for most of these YouTube users who share their content freely. Profit or not,  some will liken these actions to “stealing” since these  accounts are effectively broadcasting someone else’s work without permission or payment of royalties, both of which are impracticable for a private user. So in most cases the YouTube user will upload content anyway until the copyright owner, wishing to prevent its ballets to be copied (and staged by non authorized companies) or otherwise, objects and submits a claim to YouTube.

youtubeBut is it all bad news for the  copyright owner? On the flip side, YouTube provides an opportunity for free promotion of the arts. The BBC tolerates private users uploading their copyrighted material onto YouTube simply because they consider this generates more publicity and free marketing for them. The same logic could be applied to ballet and ballet companies. For instance, those who live far from the Royal Ballet or from any other major ballet company might be more likely to purchase a DVD or travel to see signature ballets such as MacMillan’s Romeo & Juliet or Ashton’s La Fille Mal Gardee if they can sample one or more extracts on YouTube first.

What could be done to conciliate both interests? Perhaps sharing video could in the future work like curatorships? As in the case of a private collector who will lend its Monet to be displayed by a museum where the public will have access to a rarely seen work, if one tweaked this concept (as here the “video owner” is not really the true owner and low quality image does not substitute real performance) and applied it to YouTube one could argue that the greater good is allowing art to be admired by everyone. Again, not everyone can afford a Monet or maybe have the opportunity of admiring it in person. But since it is an acknowledged masterpiece, shouldn’t it be fair for everyone to see it or on the least, have a taster/teaser?

Let us focus on a recent example. The YouTube Ketinoa channel contained over 1300 videos of Mariinsky & Bolshoi ballets, including extracts of rehearsals, Vaganova Academy examinations, class syllabus, new and vintage performances. Steering clear from the issue of who owns the copyright, this channel served as a film archive accessible to anyone wishing to further educate themselves or simply to enjoy great ballet extracts, with user comments largely praising its content. Last month this channel was suspended because it was found to contain a small subset of copyright protected videos featuring ballets by Balanchine. The claim was submitted on behalf of the Balanchine Trust, the body in charge of protecting the legacy of that choreographer. Assuming the channel owner received a notification asking for immediate removal of the offending videos, if he/she complied then the account could be re-activated, provided offending videos were not re-uploaded. But YouTube could also have pre-emptively suspended the account without notice to protect itself from any potential lawsuit, in compliance with the Digital Millennium Copyright Act (US), which seems to have been the case with the Ketinoa channel, based on claims by ongoing campaigns to save it (see first link in this paragraph).

We think it is a shame that because of a small subset of videos a whole archive of Mariinsky/Bolshoi rare videos should vanish for good and it seems that petitioning is the only way for YouTube to re-establish the channel (minus offending videos of course). If you were a subscriber or a user of the Ketinoa channel and would like to see it restored you can write to copyright@youtube.com.

We acknowledge that ballet in YouTube is a delicate topic but we would like to invite discussion from all sides of the debate, so feel free to leave a comment here or weigh in via our Facebook & Twitter.

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In 1973 the Royal Ballet went on a historical tour to Brazil bringing 110 dancers including its star Margot Fonteyn to 85,000 people across the country. It was that year’s cultural highlight with tales of frenzied, roaring audiences and of scared, timid dancers who would not dare step onstage until Fonteyn’s reassurances that crowd commotions were entirely normal that side of the Atlantic. That one visit the Royal Ballet made to Brazil was a big deal and yet, you will have trouble finding any evidence of it (other than the very basic) online.

Fast forward to 2009. The Royal Ballet’s no less historical tour to Cuba (the first international ballet company to visit this ballet-addict nation in over 30 years) has  just drawn to a close. If you are interested in following its trail you can not only google content posted by conventional media from all around the globe but also pictures posted by local residents, blog, tweets, Facebook groups, web discussion forums. We might not have been there, but thanks to all of this we can share in the occasion. And, unlike what happened to the Brazil tour material, 40 years from now large chunks of this may still be accessible in one way or another.

In the dance world (and more generally in the arts world) we’ve come a long way since Arnold Haskell, eminent critic & balletomania’s “patient zero”, spoke against filming ballet for posterity. If it weren’t for the rich and diverse ballet content on YouTube (questions of copyright aside) we might never have had so much exposure to foreign and/or vintage ballet performances. Ballet companies are realizing the importance of educating and engaging with its audience through every trendy social media means at its disposal to preserve the future of this art, though as Philip Kennicott rightly notes in this excellent article (found via Opera blog Intermezzo) there is still much room for improvement, both in content and approach.

Does their investment in social media pay off? This Forbes article claims the Royal Opera House had no significant box office boost through its Facebook and Twitter crowds. However, the article does not clarify how they correlated Facebook use and ticket buying. One example: whilst we have not increased our  theatre bookings  because of Facebook and Twitter the fact that these channels are there and that through them we can find people who share common interests and passions has improved our cultural experience as audience members. And if we miss out on an interesting performance due to, for instance, geographical barriers it is now possible to feel as if we are “virtually there”.

Look no further than the recent Oregon Ballet rescue campaign, which reached fever pitch thanks to social media, for an example of its potential to be effective. Perhaps it’s too early to tell whether these new marketing avenues will lead to more ticket sales but it certainly will lead to a more cultured audience, breaking of geographical barriers and maybe turning a ballet microcosm into an universe. At least that’s what we would like to see happen in the near future.

Compare & Contrast

Because we are avid consumers of social media and keen “ballet networkers” we thought of comparing & contrasting, from an audience perspective, some international ballet companies and their approach to these new marketing channels. Below we opine on what works for us and what we’d like to see if we could call any shots. We’d also love to hear about what works for those reading this post so feel free to weigh in!

The Headstarters (in alphabetical order)

Picture 4American Ballet Theatre

What’s working: A great Facebook group with a library of pictures and interesting updates (that’s where we first heard of Veronika Part on Letterman). Very good ballet education content on main website including online dictionary and ballet synopses. They also have content rich micro sites for certain ballets.

What we’d love to see: ABT is not yet on Twitter or YouTube. Their website is more substance than form, we’re all for that but a little bit more styling would be welcome. The ballet “micro sites” can be hard to locate too.


Picture 10New York City Ballet

What’s working: Partnering with interactive agency AKQA in their social media project was a wise move. NYCB is “everywhere out there”: Facebook, Twitter and YouTube, the quality of the content is  good and generally in sync throughout all platforms. Their website strikes a great balance between style and substance, with heavy emphasis on education.

What we’d love to see: The biggest downside is the “no comment policy” on YouTube videos. Likewise, their Facebook page does not show Fan & NYCB’s wall postings on the same spot, which effectively means reader comments are not visible. There may be a wish to prevent flippant comments & rogue users (esp. those heated debates that take place on YouTube, we understand) but surely anything abusive can be easily deleted. Some DVD releases would also be extremely welcome.

Picture 2Royal Opera House

What’s working: Like NYCB, the ROH’s new media project is completely cross-platform with Facebook, Twitter and YouTube. They have a very stylish website and seriously eye catching marketing campaigns. The open air and cinema screenings are also a huge bonus and have viral potential.

What we’d like to see: They had started a Royal Ballet blog project last year during the China tour but this seems to have stalled. Perhaps blogging is too time consuming but we’d love to see more rehearsal material, pictures and short snippets of the artist’s & staff’s angle, perhaps elsewhere if not on the blog. The videos are fantastic if a little hard to locate, same with other educational content on their website. The FB and Twitter postings could also be juicier.

Other Notable Headstarters:

Birmingham Royal Ballet, Hamburg Ballet and Dutch National Ballet (all with high quality educational videos), Scottish Ballet, ENB & Houston Ballet (for their tweets), The Joffrey and San Francisco Ballet (for their tweets and great blog postings).

The “Catcher uppers”

Picture 13

The Mariinsky

Their recently developed new media initiative launched an English language (impressive!) YouTube channel and a Facebook group. We’d love to see them on Twitter and more educational content on their website. But perhaps our biggest wishlist item would be cinema screenings of selected pieces which they do not typically tour and which we cannot always travel to Russia to catch!

Picture 11The Royal Danish Ballet

They might not be fully social media operative yet but their website certainly looks the part with plenty of content in English and a great selection of press photos which are available to download. Their principal dancers have an official Facebook group. We’d love to see them on all platforms, the world needs to learn more about this treasure of a company.

The “Cozy Comforters”

Paris Opera Ballet, Bolshoi, La Scala

As far as we know, none of these companies have launched into social media despite their international visibility. POB banks mainly on their DVD releases and La Scala on cinema screenings. Both are honorable efforts but we would also like to see them boosting their multimedia and educational content, same goes for the Bolshoi. Even better if they all start a Facebook/Twitter initiative.

What’s next in new media and social media?

Tumbrl

Iphone Applications

Social Media Aggregators

Same time relays/IPlayers

DVD-on-demand

As all these ballet companies start to explore the opportunities of new media, what will it take to really be “Virtually There”? There is a maze of content in all forms which could be aggregated across the various media forms, in a centralized way to help the audiences find exactly what they are looking for. With many companies becoming increasingly innovative they should push the boundaries from a Tweet here, a Videoclip and a Facebook posting there to lead the way and make ballet increasingly more accessible (in all senses of the word) with dynamic multi -platform strategies.

See also:

Our note on the best dance pages on Facebook [Link]

Disclaimer: Logo & images copyright belongs to their respective owners.

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