Audience Emotion & Experience as a Source for the Development of New Marketing Strategies for Concert Dance

Abstract

Traditional concert dance marketing strategies tend to rely exclusively on the use of abstracted body language to transmit meaning from digital and stage presentations to the eyes of viewers. These images can be highly attractive to dance audience and fellow artists who follow and relate to this genre of performance, but are typically beyond the reach and interest of most non-dance spectators. This research investigates how the study of sports and music marketing strategies, in relation to how they connect to their respective audiences, may give new insights and directions in how concert dance advertising plans can incorporate more emotional and relatable content to non-dance spectators who do not have the same sensibility and history with abstract physical language. By embracing more well-rounded and balanced approaches to promotion such as those currently being put forth by the sport and music sectors, the concert dance industry can help infuse their dance marketing efforts with a fresh jolt of personal engagement, encouraging the general public to see concert dance as a viable form of entertainment and art that can have relevance and value to their lives.