Retained social media content agency OR 360 marketing campaign with hero artist commissions to re-launch London flagship store

At our latest Margaret Morning, “The Power of Dance,” we delved into the impact of dance and its connections with other creative industries. We also explored how brands can authentically engage with dance to forge emotional, cultural, and creative connections with people.

Read on to discover key insights on how brands can harness the power of dance. To receive our comprehensive insight report, follow the link HERE to download.

 

 

Engage with Dance Community Hubs

Retained social media content agency OR 360 marketing campaign with hero artist commissions to re-launch London flagship store
Image credit: Alexander Whitley Dance Company — Overflow. Photo by Tom Andrew

Authenticity is key. Brands should engage with core dance hubs and stalwarts of dance communities, activating through the correct channels. For instance, since street dance originates from within clubs, brands could respectfully connect with the dance’s roots by working with long-running nightclubs to create moments where dancers can truly express themselves authentically.

Long-term Partnerships

Image Credit: Still from Danny Boyle's film of Boy Blue's 'Emancipation of Expressionism'

Dance is reemerging in advertisements in a way that hasn’t been seen since the late ’90s/early ’00s. Instead of just jumping on a trend and seeking quick wins, brands should focus on creating partnerships that are long-term. Sponsoring programs that allow dancers to develop their work over an extended period and giving them the autonomy and trust to use funds to create authentic work is crucial. Investing in dance communities is a mutually beneficial approach.

Respect Dance as Athleticism

Image Credit: Still from 'Portrait of a Dancer: Lauren Cuthbertson’ by director Andrew Margetson

Brands are beginning to recognise the athleticism involved in dance and should respect dancers as they do athletes, paying them accordingly. Similar to how running has become a key market, there is a growing consumer interest in wellness and movement, so dance offers a significant opportunity for partnerships. The inclusion of breakdancing in the Paris Olympics highlights dance’s evolving recognition on global platforms.

Work Ethically

Image Credit: Still from ‘Boundaries’ by director Torben Loth

Dancers are fighting for fair and timely payment. Brands need to improve how they treat performers, ensuring they are compensated ethically and respecting dance as an art form.

Embrace Technology and Innovation

Image credit: Still from ‘Captured Motion’ by by Thibaut Grevet for Nike and Matthew M Williams

Brands can leverage advancements in AR, VR and social media to create engaging dance experiences, reaching wider audiences and fostering financial stability within the dance industry. By championing these innovations, brands help the dance community thrive and connect with new demographics. Dance is a universal language that transcends words and allows for diverse connections, tech is helping to deepen that connection.