MODERN DANCE90-735

February 4, 2000

By Lisa Bembenick, Joseph Carlen, Jay Cheatum, Jane Chien, and Kevin Dailey

What is Modern Dance?• A form of dance that evolved in the 1930’s in opposition to

traditional ballet by those seeking a freer and more immediate means of dance expression *

Modern Dance evolved in US and Europe; today it crosses numerous cultures (African American, Hispanic, Asian)

• Early Pioneers of Modern Dance - Martha Graham (USA) - Merce Cunnigham (USA)

- Isadora Duncan (Europe)- Mary Wigman) (Europe)

* The Hutchinson Encyclopedia -- www.helicon.com

What is Modern Dance?• Modern Dance includes sharp, angular movements, instead of

light and graceful ones

• Dancers often wear stark, simple costumes of understated color that call attention to their bodies

• Modern Dance includes portrayal of basic emotions not often expressed in classical dance -- fear, jealousy, and anger

• Modern dance is somewhat enigmatic and unpredictable in its appeal - like a clay-like art form - available to be molded with almost any conceivable influence.

Modern Dance

“There's no thinking involved in my choreography...I don't work through images or ideas I work through the body...If the dancer dances which is not the same as having theories about dancing or wishing to dance or trying to dance everything is there. When I dance, it means: this is what I am doing.” – Merce Cunningham

Major Players in Modern Dance

• Alvin Ailey• Merce Cunnigham• Mark Morris• Ririe Woodbury• Martha Graham• Isadora Duncan

• These organizations are major players in Modern Dance and are also some of the more prominent websites --although these organizations seem to use their websites most for content delivery.

Demographics of Modern Dance

• Due to its egalitarian origins, not gender-specific for either performers or spectators.

• Due to its origins as an art form integrating both African and European influences, not ethnically-specific for either performers or spectators.

• Since it has been exported so successfully, its participants and fans are not restricted to the United States – modern dance is a highly-regarded pursuit across the globe (e.g. China & Yugoslavia)

Patron Constituencies

• Many modern dance companies are affiliated or fully integrated with Universities – consequently, many of its patrons are college students.

• Another constituency consists of older (30-50) art patrons who seek out the “finest” in modern dance and are willing to pay a premium for it.

• In both cases, patrons tend to be urbanite and somewhat sophisticated in their cultural preferences.

Reaching Customers

•For the most part Modern Dance Organizations use the usual media, list in arts-oriented foundation websites (Artswire.org) and in regular search engines (Yahoo, Dogpile)

•There is no heavy advertising although many provide links to similar sites.

•Unless you are a fan and actively search, you most likely won’t find out about their site. or the most part they use the usual out about their site.

Creating Repeat Customers

• Various schedules are available online which change each season.

• Shopping is provided at some sites (videos, T-shirts, etc.)

• Chat board

• Ability to be placed on a listserv is offered

Great Donor Example

•Listing supporters on their site

•Levels of support

Value Added• Providing background information for visitors

– History/Overview of the Company– Biographies

• Performers - Dancers, Musicians• Founders (ie. Alvin Ailey, Merce Cunningham)• Other personnel - Artistic Directors (AA)

– Link to NY public library database - MC

• Informing visitors of performances– Tour Schedules

• Time and Location of performances• Program information (AA)• Links to organizations that sell tickets for the group (MM)

Value Added• Educational information for dancers

– Class schedules (MC, AA)– Audition Time and Location (AA)– B.F.A Degree Program (AA)

• Video Clips (AA)• Newsletter (MM)• Bboard (MM)

– visitors can post messages and give feedback– Mark Morris will respond to messages online!

• Boutique – Sells buttons, posters, t-shirts (MC)

Merce Cunningham’s Boutique

Although this is not as extensive as other e-commerce websites, it is one of a few modern dance sites that sold merchandise online.

Strategies for Improving Modern Dance Genre Sites

• Develop mutual link sharing between local college, university, and high school dance programs and local dance companies.

• Encourage partnerships and alliances with major ticket distributors, particularly through local outlet channels

• Develop local dance newsletter and online performance support through a volunteer email list

• Develop mutual link sharing with targeted interest and demographic audiences and organizations.

• More links to and from popular local community news and media outlets

• Develop mailing list for educational information packages regarding important facts or milestones in the modern dance genre

Marketing strategies that encompass the vast possibilities that online multimedia presents

• Include recent production reviews with hot button links to video portions of subject performance.

• Include video clips of dance instructional sessions, interviews with current or former patrons, and interviews with performers or organization leaders.

• Give the user a multimedia experience from the moment they log on to the site with music, video, and designs supported by macromedia software products that sell users on why they should explore modern dance

• Include narrative video clips that educate the user about the history of modern dance.