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May 22, 2018
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A year ago when my tango school started taking it off I realised that in creative endeavors what matters the most is the quality of the work.

I know. It’s so obvious. But bear with me…

In performing arts, you really need to hustle to get a project off the ground.

So up until then, in my 5-year career a lot of the focus had been on Bums On Seats: Filling up the spaces. The quality of the work was taken for granted.

So many of my discussions with friends revolved around using Instagram, Facebook, Kickstarter…

Of course, we thought, the work is great. But the ‘anxiety’ was always around marketing. After all, even Gemma Arterton famously said actors are asked to post more pictures of ‘outfit of the day’ or lunch meals to get more jobs

Until recently.

When we went to perform at Brighton Fringe, most of our seat tickets had been sold.

I’m guessing it was because we had had great reviews for the show. For the first time ever, there was little marketing involved on our part.

No extensive flyering before, just a few interviews.

It meant that we could come to the venue, warm-up and get grounded, give our best during the performance… and hug and thank the audience at the end.

Not that you can’t when you’re working hard to sell yourself, but it’s easier when your energy is not depleted…

We could take the time to truly connect with them, share our art with generosity and show appreciation for their support.

So it got me thinking.

Of course, marketing is key for any business, even one that’s art-based.

But if all you need to get to connect with the joy of making arts is a few series of stars lined up on media sites, I know where my efforts are going towards: out with Instagram, in with better, bolder work…

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