5 Self-Promotion Mistakes You Should Never Make
From dancers to presenters to directors, no one in dance is exempt from the task of building an audience. But keeping up with email, social media and other marketing efforts can chip away at precious time spent honing your craft. Add in the fear of coming across as vain or self-absorbed, and it can be hard to know how to begin.
Mistake: Posting Too Often
For artists used to giving 100 percent, it can take time to learn a more measured approach. "Know when to take a break and let it settle," says Maleek Washington, a performer formerly with Abraham.In.Motion and Sleep No More. "If you have a good product, you don't have to push it so much." But, he adds, there's no substitute for time spent networking offline. "If you support other artists by going to see their work, they'll support you back. Make yourself known, not just on screen, but also face-to-face."
Maleek Washington, Photo by Nomee Photography
Mistake: All Work and No Play
"People often put their work before their personalities," says Matthew Powell, creator of the instructional video Find Your Fifth. "I love to cook and go fishing. Sharing those things breaks up the 'Me! Me! Me!' aspect of what I'm doing professionally." Choreographer and marketing consultant Jamie Benson points out that the two aren't necessarily at odds: "Dancers think of branding as this ugly beast-monster, and it doesn't have to be. The more authentic you are, the more effective your outreach."
Mistake: Too Much Info
After pouring every ounce of yourself into your work, the boiled-down communication of good marketing can feel trivializing. "There is a tension between being immersed in the creative process, and then having to promote it," says Renata Sheppard, artistic director of Experimental Film Virginia. "You'll want to give so much background, and it's important to trust in peeling away and presenting what you're doing in its simplest form." Benson points out a mistake he sees all too often: taking language written for grant proposals and repurposing it for press releases, social media and marketing. "The more obtuse, vague and aspirational your copy is, the less it will matter to the people you want to reach. Engage people on an emotional level, and tell them what's in it for them."
Jamie Benson, Photo by Meghann Street
Mistake: Wasting Energy
Learn what's working. Nearly all social media platforms and communication tools offer analytics to gauge the effectiveness of your strategies. New methods aren't necessarily better than traditional ones, and even the biggest dance organizations don't have the capacity to utilize them all. "Don't think you have to have a presence on every channel," says Benson.
Mistake: Mindlessly Sharing Photos
You can never be too careful when it comes to imagery. Margaret Mullin, soloist at Pacific Northwest Ballet, admits to being "pretty neurotic" about what she shares with more than 7,200 Instagram followers. She's found that Repost for Instagram is least likely to crop photos awkwardly, or plaster unsightly banners on them—modifications likely to annoy the professional photographers who originated the posts she shares. She errs on the side of asking anyone in her photos for approval, always gives credit and is mindful of how her content and timing relates to PNB's own social media.
The 2019–20 season is here, and with it more performances than any one person could reasonably catch. But fear not: We polled our writers and editors and selected the 31 most promising tickets, adding up to one endlessly intriguing year of dance.
You nominated your favorite dance moments so far in 2019, and we narrowed them down to this list. Now it's time to cast your vote to help decide who will be deemed our Readers' Choice picks for the year!
Voting is open until September 17th. Only one vote per person will be counted.
Just four years ago, the University of Southern California's Glorya Kaufman School of Dance welcomed its first class of BFA students. The program—which boasts world-class faculty and a revolutionary approach to training focused on collaboration and hybridity—immediately established itself as one of the country's most prestigious and most innovative.
Now, the first graduating class is entering the dance field. Here, six of the 33 graduates share what they're doing post-grad, what made their experience at USC Kaufman so meaningful and how it prepared them for their next steps:
We've been dying to hear more about "On Pointe," a docuseries following students at the School of American Ballet, since we first got wind of the project this spring. Now—finally!—we know where this can't-miss show is going to live: It was just announced that Disney+, the new streaming service set to launch November 12, has ordered the series.