Career Advice
LA Dance Project. Photo by Jonathan Potter, courtesy LADP

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 social media campaigns and how many seats they fill in the theater. That doesn't mean social media isn't, of course, vital. It simply means that "social media campaigns operating without other marketing campaigns don't cut it," says Rob Bailis, associate director of Cal Performances at UC Berkeley. "But campaigns without social media are far worse off."

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News
Jessica is trying to tell Chris something, but does this message have a deeper meaning? Photo courtesy Louisville Ballet

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."

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The Creative Process
Ezra Hurwitz has created a successful second career in film. Photo by Erin Baiano, courtesy Hurwitz.

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 for non-dance companies like WeWork and Opening Ceremony, and collaborated on a music video for The National with Justin Peck. But no matter who's in front of the camera, his dancer's eye is always behind it.

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Career Advice

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.

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