LETTER FROM THE EDITOR
The Social Culture Issue
Ballet across the world is growing, no not
growing, changing, no, the best word to
describe this series of changes in ballet is
evolving. Thanks to the internet and social
media, ballet is now becoming even more
connected. We have global events like world
ballet day, and mass distributed performances
via Bolshoi and Royal Ballet, and we now are live
casting everything. We are becoming more and
more consumed with social media and
statistically, by 2020 85% of all online purchases
will be influenced via Artificial Intelligence and
Machine Learning. (Consumer Reporting and MarTech,
original source Vandita Grover)
So how is this connecting all of us? From Social Media
superstars in ballet with hundreds of thousands of
followers to business being born and taking off via
social media, how is this going to impact ballet
around us?
I am taking an in-depth look at Social Media
and how it is affecting ballet.
It isn’t a secret that many dancers (students and
professionals) are taking advantage of social
media, specifically Instagram. Instagram
worldwide now has over 1 billion active users,
and those are converting into clicks, follows, and
ultimately money in one way or another.
Whether it is being endorsed by a major brand,
or garnering a coveted “ambassadorship” to a
ballet brand, to being recruited to perform in a
gala or even a company job, Instagram is
becoming everyone’s instant audition reel.
In this issue, we are going to look at what is going
on in the world of Social Media and how
dancers should be prepared in this age of
instant technology. This issue is also filled with the
amazing story and work behind Elite Classical
Coaching.