Ezra Hurwitz's videos creatively capture upcoming works for companies like American Ballet Theatre. Image courtesy Hurwitz
These days, it's hard to scroll through social media without seeing a beautifully produced dance video. While artists and companies may have once relied on flyers and posters to promote their performances, video has become the most effective way to reach the broadest audience possible. But with so many high-quality videos competing for attention online, only the most compelling content stands out from the crowd—and converts to ticket sales.
You could just drown in all the gorgeousness. Still via YouTube.
How is American Ballet Theatre gearing up for its fall season, October 17-28 at Lincoln Center? With an epic video featuring its dancers being their beautiful selves on a beautiful NYC rooftop, as you do.
Sometimes it feels like you can't go to a ballet company's website, check Facebook, or research a new ballet without coming across one of Ezra Hurwitz's stylish dance shorts. In just a couple of years, this former Miami City Ballet dancer has become the king of the dance teaser. Already, he's worked with San Francisco Ballet, Miami City Ballet, New York City Ballet, the Kennedy Center, American Ballet Theatre and Martha Graham Dance Company. At a recent Dance/USA meeting, one of the speakers touted his work, encouraging everyone present to hire him for their marketing campaigns.
With his dance background and ease with social media platforms, Hurwitz seems to have stumbled into a vacuum that no-one had really realized was clamoring to be filled: well-produced, sophisticated short films that evoke the excitement of live performance and the creative process behind it. By showcasing ballet's athleticism and rigor, he makes it feel spontaneous and of our time.
But no matter where you are, you can still catch a taste of the festival. In addition to all the live performances, the Kennedy Center also commissioned a pair of short films by filmmaker (and former Miami City Ballet dancer) Ezra Hurwitz. Both premiered during the opening night celebration on Monday.