One-stop shop
Jacqueline Rose, head of London Arts' Dance Unit talks with Hans de Kretser and Carmel Smith about an indispensable new resource created specifically for the UK dance community
Londondance.com is a major new portal for dance, making and exchanging links with dance organisations and companies in and out of London. Its aim is simple - to promote dance and create new audiences for the artform - a one-stop shop for dance information, providing a comprehensive web-based service for anyone interested in dance in the capital. Since its launch just four months ago, it has received in excess of 55,000 visits.
Although the main focus of the site's news and gossip is centred around London, it is by no means an exclusive resource for the capital and has national and international relevance. For example, if you are visiting the UK, you do not have to wait until you get here to buy a weekly guide: just log on to our listings service to access up-to-date details on a huge variety of performances. And if you fancy a night in either watching television or listening to the radio, the site lists details of dance programmes across all mediums. Information on UK dance job vacancies can also be accessed via the JobWatch section.
As the site enters its next phase new links are being made with tourist boards worldwide and other international arts sites. These connections will enable greater profile for UK dance companies regardless of their size. Ease of navigation and clarity of information has therefore been of paramount importance. Whilst we could have used a more sophisticated format, we decided to avoid utilising tools which involved downloads, and plug-ins, and went for maximum user accessibility. The simple database driven format makes the high turnover of information on the site easy to administer as well. Factors recognised by the Independent newspaper who listed us in its top ten sites of the week.
So, the pressure is on. We are currently exploring the use of video clips and how useful they are to potential audiences. Already we are seeing evidence of the popularity of this feature and the feedback is that even a 30 second excerpt can genuinely give a flavour of a company's work.
About a month ago we actively encouraged all London based companies to send us video footage of their work (on Beta or mini DV), to make promotional clips for the site. One major benefit to smaller companies is that through this service they have the opportunity to be profiled alongside larger well - resourced ones - a valuable international marketing tool. Research is underway to evaluate the effectiveness, of this resource in relation to developing new audiences for dance. Current clips include Jasmine Vardimon, CandoCo, Henri Oguike, Random Dance and Rambert, as well as work from international companies visiting London. In fact, new clips are being added on a weekly basis.
Londondance is also able to provide a platform for work that might not otherwise reach a wide audience, or receive the media attention it deserves. Rosemary Lee's Apart from the Road made with children in East London was a site-specific installation and video piece which we have featured online, giving a flavour of the full work (1). Watch out for our coverage of education and community work in our features section in the next few months.
The Internet is opening up many new ways of communicating. Londondance is not only aiming to bring new audiences to dance - but also to bring the dancemakers to the audience, to talk with them and answer their questions. We have already had monthly online chat sessions with Wayne McGregor, artistic director of Random Dance and American choreographer, Mark Morris but will be exploring this feature and opportunities for interactive discussion and for promoting performances in the future.
Whilst developing original content for the site, making links to other dance related sites is equally important. Complementing not duplicating increases the usefulness of the service. On a daily basis, we update our links to dance news stories and reviews in print and other media. If you have seen a performance one evening, you can check the site the next day for a selection of the online reviews by established dance critics. We are also commissioning emerging and new young writers with the aim to increase the range of dance performances covered.
The e-postcard section has profiled well-known images from the dance photographer Chris Nash which we know are being sent worldwide. This has been the catalyst for encouraging new dance photographers to promote their work on the site and to make new links and/or collaborations with a range of dance artists.
Although londondance.com is being run by an independent web development team based at Sadler's Wells the bonus of this arrangement is that the team are able to call upon the theatre's many resources. Furthermore, the partnership with the Dance Unit at London Arts has enabled a regular exchange of ideas and information informed and fed by the dance artists we work with directly to the site team.
Ultimately, we want the site to be able to respond to any information you may need as an artist, choreographer, student, practitioner or funder about dance (and the wider arts industry) or to provide you with an appropriate link. It is your feedback, interest and contributions that will ensure that the full potential of the site is realised as a major resource for dance now and in the future.
Contact Hans de Kretser, web development manager on +44 (0)20 7863 8103 or Carmel Smith, web editor on +44 (0)20 7863 8118. Email editor@londondance.com or visit www.londondance.com
Reference
1. Apart from the Road was featured in animated summer 2001
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Animated: Winter 2002