New York City Ballet continues to push creative boundaries, staging more than 60 ballets a year at Lincoln Center, many of which are new commissions.
When George Balanchine and Lincoln Kirstein founded New York City Ballet in 1948, they reimagined the principles of classical dance and pioneered a new style of movement that influenced choreography across the globe. The company continues to push creative boundaries, staging more than 60 ballets a year at Lincoln Center, many of which are new commissions.
Michaela Drapes’ and Laura Snow’s teams are both part of the marketing and media department, but each team has its own targets, workflows, and responsibilities. Drapes oversees digital properties, such as the website, social media, and digital signage throughout the theater and Lincoln Center campus. Snow’s team produces all video content and fields media requests.
With New York City Ballet home to some of the world’s most notable dancers, the Company’s media department is often inundated with requests for footage and collateral. To make their response time more efficient, the media team created a searchable catalogue of performance footage from the media department’s archives.
“We might get a request from the press office for performance footage, or from the education team to create an educational video for them,” Snow explains.
“It cuts down on any kind of back and forth by making sure that all of the information is there from the very start. There’s a clear record, and it’s much easier to track through to completion.”