by Dennis Diamond of Video D Studios, specializing in dance marketing.

A dance company without a promotional video is like a dancer without a resume. No organization, that I know of, will hire a company without seeing their choreography. Choreographers consider video the bastard child. It is the last thing thought of and the most important item needed when your final curtain comes down.

Step 1. What would you like to see in your video promo? Write an outline of the dance sections, the images you would wish to include.

Step 2. The video editing process begins when you hire a cameraperson to tape your performances. Check to see that the heads of the audience are not visible in the frame, that the stage lighting is not too dark to capture the performance on video; that the cameraperson knows what are the high points of your choreography; whether it be a favorite dancer or a particular section. Spare yourself the frustration of discovering at an editing session that out of your five performance tapes, only one is "usable."

Step 3. Ask yourself, "what do you want to show and who is it intended for?" A promotional tape is a commercial that sells your choreography. The commercial should be between five and ten minutes with clear image and sound. If we cannot clearly see the dance or hear the sound, you've lost your audience. The only way the producer can evaluate in a competitive jury process is through your video. Highlight and accentuate what makes your company unique.

Step 4. Open with a 30 second sampler. The first sequence on the tape can be a collage of 5 second clips of all of the pieces that will follow. Here the viewer sees the basics of costume, set, music, and dancers with your company. Entice the presenter to recognize you, inveigle him to want to see more.

Step 5. After your opening, consider putting "your best foot forward"...put your favorite section at the beginning of the tape. There is no guarantee that anyone will watch the entire tape. The commercial should give a general idea of your company, type of choreography, costume, set, music, lighting, and number of performers in your troupe. Each segment should show a different style of your choreography. Example: if you have solo, duet, trio and group sections, then use different variations to complete your tape. Variety is the spice of life.

Step 6. Brevity. Print only the essential words on the screen. Title each dance excerpt. Lend authority and credibility to your company by printing review quotes, commissions, funding, and awards. Voice-overs also can be used to help describe verbally the message you want to get across.

Editing is a lengthy, expensive process. Cue up your segments, or at least know where on the videotape the segment is located. Use the best quality video material you have. Poor quality videos will only decrease your final product.

Final suggestion: Bring all your videotapes with you. Many times clients say, "Oh I thought I would not need that piece". We then stop while they go home to collect their videos. As a producer, cameraperson, and editor I can "only" produce a promotional for you based upon the video material I have. I have produced promotional, commercials and documentaries for dance companies for 20 years.

Please e-mail me your questions. Sample video tapes are available.

These are general rules, but rules are made to be changed.