Saturday Matinee

From SF Ballet’s new Youtube channel, a sneak peek of its 2009 season, including highlights from pieces they will be performing on their American tour

Good news for San Francisco Ballet fans… In addition to its website, San Francisco Ballet has launched two more sites, their official company blog and a Youtube channel. This doesn’t surprise me, as other companies such as NYCB and the Joffrey have led the precedent in utilizing the internet to promote its company in a world that seeks transparency in a normally formal and shrouded art form. It is a smart move to cater to a generation that voraciously devours information online. And for a newbie or a seasoned audience member, it really does add to the appreciation of the art with a look backstage at the work that goes into a performance. The blog is an excellent start, with entries from up and coming corps member Lily Rogers, soloist Frances Chung, and principal Pascal Molat. I found it intriguing that Lily Rogers described Elo’s Double Evil one of the hardest things she’s ever danced, yet when I looked back at my review, she was one of the standouts in that performance. I never would have guessed.

I’ve been thinking about internet marketing and arts organizations recently, especially with the symphony conference I recently attended. There’s a definite trend, as I learned from a marketing expert that bloggers are a fundamental part of marketing for an organization. Is it really necessary to the point where companies who DON’T jump on the internet bandwagon will be labeled as staid outdated losers who are left behind in the dust? To me, it’s surprising that one of the biggest companies in the world, American Ballet Theater, has displayed the least flexiblity in adjusting to this internet trend. As being a giant in the ballet world, I’d have thought that they would have been the pioneer in forging change. Perhaps they don’t need to, because their superstar dancers are enough to sell tickets, and it reinforces their deep-rooted traditional sense of style. Although which ballet company doesn’t need help selling tickets, even ABT?

Anyways, it’s brilliant that the SF Ballet has a great start with their satisfyingly lengthy blog entries and Youtube channel. Check it out! The dancers will be blogging throughout their American tour, which opens tonight in Chicago.