Tanzbüro Berlin
Press Release dated June 26, 2018
After the “Tanzmarketing 2011-2015” program established important and sustainable marketing initiatives to strengthen Berlin’s dance scene—including the website tanzraumberlin.de, the magazine tanzraumberlin, the tanzcard discount card, and the annual “Berlin tanzt” campaign, the follow-up project “Attention Dance I” launched exciting new modules in 2016 and 2017 on topics such as dance criticism, dance education, and production management. “Attention Dance II” builds on the approaches of the predecessor program and expands upon them with many new focal points. With funding from the European Regional Development Fund (ERDF) and the Senate Department for Culture and Europe, the entire project has a budget of 704,000 euros for the years 2018–2021.
mapping dance berlin
Building on the success of the program over the past two years, the wide range of possibilities for dance education will continue to be explored through mid-2019—dance professionals can submit ideas for dance education formats and will receive funding for their development and implementation. At the start of the 2019/2020 season, the most innovative and effective formats from all commissioned mapping dance berlin projects will be selected and implemented at various dance venues for further development. The outreach formats will then be presented multiple times in the programs of the participating venues and evaluated by outreach experts during their repeated implementation. The formats tested by the end of 2020 will be made available as a publication for artists, venues, and audiences.
The module will reach a special highlight in 2020 with a large-scale, one-day participatory event: A wide range of outreach formats is designed to appeal to diverse audiences, facilitate access to dance, foster connections with the city’s artists, and deepen understanding of the dance genre. As an open program, the module brings a diverse urban community into barrier-free contact with dance in the broadest sense on this day.
tanzschreiber
The “Attention Dance I” project led to the development of the online review portal tanzschreiber, which published 128 articles on Berlin’s dance scene by various dance journalists over a period of 1.5 years. As a highly successful tool in an era of an increasingly restricted (cultural) media landscape, tanzschreiber highlighted the aesthetic and conceptual diversity of dance through high-quality texts, making it accessible to both professional and lay audiences alike. It is essential to build on this success while simultaneously expanding the portal’s scope. In the future, the writing teams will also include English-speaking journalists as well as targeted translations into German or English; selected festivals will be covered with a particular focus, networking with local and regional structures will be pursued, and, last but not least, the portal will be accompanied by a series of events to expand passive reading into an active exchange on critical writing practices, the development of dance and cultural journalism, and the relationship between art and criticism.
tandem
Over the past two years, Tanzbüro Berlin has responded to a significant shortage of freelance production managers in Berlin by launching the “tandem” module, an extensive continuing education program that also promotes active collaboration between artists and producers. In the coming years, this successful consulting and training program is set to continue in three phases and will also be opened up to aspiring dramaturgs. In addition to guidance from two experts, participants will be offered a wide range of opportunities for local and international networking. A regularly organized get-together is intended to provide a space for all former and current participants to exchange ideas and inspire models of mutual support, such as the formation of new production offices.
campaign
Since 2013, the dance campaign has highlighted Berlin’s diverse dance scene annually over a period of approximately six weeks. Through a unified marketing effort, around 200 performances across more than 30 venues can be promoted collectively each season, significantly increasing the visibility of dance beyond the stage.
The 2017/2018 dual campaign will build on this successful foundation and, as a new initiative, will center on joint initiatives, increased digital networking, and a concrete portrayal of Berlin’s dance diversity. A serial concept with high brand recognition is to be developed, which will grow into the largest and most comprehensive campaign to date by 2019. In addition to the proven measures (image trailers for cinemas and online, large-scale billboards throughout Berlin, production and distribution of additional print materials, online and print ads, media partnerships), the following additional priorities will be established: a significantly increased digital presence with the aim of generating viral effects, targeted placement of educational offerings from the mapping dance berlin module, enhanced journalistic coverage of the campaign by the tanzschreiber module, a campaign brochure, and much more. In 2020, the multi-week campaign will be replaced by a concentrated participatory event: the Day of Dance.
online marketing
To ensure that the campaign initiatives do not lose their impact immediately after the campaigns end, an online marketing specialist will, for the first time, serve as the year-round link between the arts and the public, keeping the digital community “in motion” with exciting information and special offers highlighting the city’s rich dance scene.
We are very pleased that, with these refined and redesigned modules, we can promote the visibility and strengthening of dance at a high level.
Click here for the press release on Attention Dance II.
Tanzbüro Berlin in cooperation with Zeitgenössischer Tanz Berlin e.V.
For inquiries:
Tanzbüro Berlin
Uferstr. 23
13357 Berlin
Tel: 030 – 460 643 51 / 53
Fax: 030 – 460 643 56
postnoSpam@tanzbuero-berlin.de
www.tanzbuero-berlin.de
“Attention Dance” is a project of Tanzbüro Berlin, organized by Zeitgenössischer Tanz Berlin e.V. The project is funded for the years 2018 through 2021 by the European Regional Development Fund (ERDF) and the State of Berlin. The projects “Tanzmarketing” and “Attention Dance I” were previously funded by ERDF funds in the years 2011–2015 and 2016–2017.