23 April, 2014 Michael McCallum

Developing the Audience through Video Streaming

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Video streaming is a very effective way of marketing your arts company.

So how do post effectively on YouTube.

I thought I’d have a look at the Sydney Dance Company YouTube site

Firstly, the quality of the video needs to be considered. Video production can be expensive, lighting, sound, shot quality are all considerations. This means your video footage needs to be seen by a sizeable to be cost effect. The 1300 odd that saw this video covers that target.

Also a video may be part of both your pre &  post production engagement, which are both important for building audience. My article on the arch of audience engagement explains that around 80% of people wanted to do some level of preparation before they see a production and 25% do post production analysis. This post productions explanation can be vital in forms like dance where the ideas are not always clear to even an intelligent audience.

The video for the Interplay #3 for the Sydney Dance Company was one of a series made by Peter Grieg for the production.

The video effectively explain the subject matter of the show, displaying how the narrative and emotion of the dance was drawn from the music of Bach. Rafael Bonachela’s, the choreographer, lively explanation of his work through compelling voice overs make for lovely communication of the production’s creation. The dance sequences give enough of the show to tease the potential audience

The length of 4 1/2 minutes is enough to explain the show for post viewing analysis. The explanation by the sexy Bonachela gives the post production video viewer a discussion point with their partner, or other dance goer. An insight shared post production over a glass of wine by two patrons is like gold for arts marketers as it could signal return business.

The point of a video is that it is not an advert, it is a conversation starter, to fill in knowledge on the show, so people can take the small information bit into a conversation about Bach, dance or life. All links back to the show.

The SDC video is certainly worth a look at for video social sharing.

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