I’ve always been a dancer at heart. As a young dancer, watching a live ballet performance or attending ballet classes were the only ways that I could connect with the world.
When YouTube popped into the scene, the world of ballet became more accessible, and now anyone could experience and engage with the world of ballet from afar, without ever having to step into the theater. Aspiring dancers now have access to footage from real professional ballet classes, foreign documentaries on the lives of ballerinas around the world, and even clips from famous performances.
But ballet is an art, and there’s a great concern in the ballet world that younger generations with short attention spans and a desire for fast paced action-filled adventures are losing interest in the world of classical dance. And in a lot of ways this is true. Rather than denying this, ballets are expanding efforts to tap into new audiences and to innovate quickly.
Marketers and innovators in any industry can take notes from ballet’s recent efforts to reinvigorate the 400 year old art form. Here are three points that marketers and innovators can remember when engaging younger generations:
- Understand their behavior and create offerings tailored to their needs. SF Ballet recently launched The List – a place for fans ages 21-39 to subscribe to in order to receive updates on last minute tickets to the ballet. New York City Ballet offers tickets for $29 for those under 29. With a generation who makes plans last minute and loves free subscriptions and deals, this is spot on.
- Borrow the audience of adjacent categories and leverage trends. One of the best examples of this is Sensorium, an event held by SF Ballet that doesn’t even have ballet in the title. It was marketed as an evening of “sensory overload”, with cocktails, dance, art, and music, and of course, an after party. This event is a perfect example of tapping into trends of memorable experiences that can be shared in real time as bite-sized content.
- Create partnerships that promote transparency. Ballerina Project is a beautiful example of this. What started as one photographer’s dream of photographing ballerinas dancing offstage, has grown into a multimedia project that not only showcases the talents and raw emotions of real dancers, but partners with fashion brands to advertise. My personal favorite is the partnership with AG jeans that creatively displays the comfort and flexibility of their denim (this post of a ballerina soaring through the air in AG jeans received over 30k Instagram likes). Ballerina Project has opened up the conversation around dance, fashion, and added a level of transparency to the world of dance.
The world of ballet is thriving more than ever before, and quickly growing its audience, and I hope this is just the start of where ballet will venture. It’s clear that through talking with users and engaging with them directly, marketing teams have created buzz and conversation, without losing the authenticity and power of classical ballet, but rather giving new generations space to influence and engage with the future of the ballet.
Image credit: Ballerina Project
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