ODC Theater is a 170 seat venue that annually presents or co-presents 9 to 12 movement-based performances and hosts an additional 30 self-presenting artists.
In 2017 leadership at ODC Theater changed and the 2018 season of ODC presented artists reflected this shift. The programming featured more artists from outside of the region as well as a more contemporary movement and performance vernacular.
Through a series of videos, I aimed to generate interest in the performances by introducing and contextualize the artwork and artists. Additionally, by having new Director of ODC Theater present these on-screen I intended to reinforce her role as a thought leader of contemporary dance. Finally, these videos are intended to engage committed followers to convert to ticket sales.
The Talking Head
The videos most often took a format of the Director of ODC Theater providing context and an introduction for the work as a talking head or through voiceover cut with performance or rehearsal footage.
The theater director would generate the initial script which would be tweaked on location or edited down in post-production.
If needed, the videos were broken into several short segments, under one minute each, to be shared on social media.
The videos proved a valuable asset for providing context for internal stakeholders and for having content to share. Additionally, the presented artists found the final videos as well as rehearsal footage valuable for their personal portfolios.
However, the metrics on the posts and videos showed that they did not have a high level of engagement, and most viewers drop-off after a few seconds.
Typically, a segment of just performance receives more engagement and impressions as well as a higher level of retention.
The current plan is to continue to create the videos as they fall within the scope of the mission to educate and inspire however, they will be supplemented with more digestible work samples.