The Movement: Developing new audiences for dance

Earlier this year Dance Consortium was fortunate enough to be offered the opportunity to work with a national project THE MOVEMENT, which was designed to encourage more audiences to engage with dance across the country. THE MOVEMENT was a programme funded by Arts Council England, through their Ambitions for Excellence scheme. The partners, Sadler’s Wells, Birmingham Hippodrome and The Lowy in Salford, worked together to enable a programme of large scale world class dance productions to tour to their venues.

As part of the Ballet British Columbia tour in the Spring of 2018 Dance Consortium worked with Sadler’s Wells to test some digital and social media initiatives and their impact on developing audiences for dance. These included a social media influencers programme, the creation of Ambassadors and the live stream of a Ballet British Columbia post show talk to all tour venues.

Below, you can see the video Sadler’s Wells has created to highlight these initiatives – the video explores the processes that were undertaken and ultimately the successes and some of the lessons learned from this project. We hope you find this content useful and informative and would love to hear your thoughts on it.


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