The Nutcracker Product We Never Knew We Needed: Beer

There are Nutcracker socks, Nutcracker ugly sweaters and even Nutcracker LEGO sets. And now, for that moment when you want even more Nutcracker in your life, there’s Nutcracker beer. Ohio’s local Taft’s Brewery Company is collaborating with Cincinnati Ballet to create a Nutcracker Ale that seems to be taken straight out of the Land of […]

Why Social Media Campaigns Don't Always Lead to Ticket Sales

We’ve all been there: You see the craziest/most beautiful/oddest/wildest clip of a dance on Facebook and you simply have to see more. But do you actually get yourself to the theater and sit through a 90-minute performance? The consensus, at this point, typically seems to be: No. There is no clear correlation between a company’s […]

Would These Billboards Make You Buy Ballet Tickets?

Earlier this summer, strange billboards and bus-stop ads started popping up around Louisville, Kentucky. A woman, Jessica, was sending public messages—that seemed really personal—to a guy named Chris. Things like, “Chris, maybe we should try role playing” or “Chris, let’s talk about your performance issues.” Photo courtesy Louisville Ballet Theories were tossed around on a […]

How Dancer-Turned-Filmmaker Ezra Hurwitz Makes Dance Go Viral

Ezra Hurwitz‘s dance trailers are tailor-made for going viral. His fast-moving shorts highlight not only the glamour of dance but also the grit, with a stylish Millennial sensibility. The former Miami City Ballet corps member has been tapped by everyone from San Francisco Ballet to The Kennedy Center to Broadway’s Chicago. He’s also done commercials […]

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 […]