Virtual Studio
A combination of creative drive and entrepreneurial spirit kicked in as both Australia and the world reeled from the impact of the pandemic. For some time, Sydney Dance Company had been contemplating a digital transformation; online classes and digital performances. It had never been the intention to devise and launch this within a week, but in a pandemic, needs must, and the entire staff pulled together to create the Virtual Studio, an online platform for the delivery of dance classes. In the fraught, uncertain days of late March, as the COVID-19 pandemic escalated, Sydney Dance Company made the decision to focus all attention on creating an online platform to host virtual dance classes. With around 20% of annual revenue generated from public classes, finding a way to keep customers engaged and income flowing was critical to the Company’s financial stability and to secure the employment of both permanent and casual staff.
The production team worked hard and fast to set up the technology, while the Studios team worked tirelessly to create a timetable and schedule teachers. A new brand identity, a social media launch and we were off. Just six days after we had to close our In-Studio classes, the Virtual Studio was launched, and the whole company leaped on board to contribute to its success. Using a minimum viable product model, initially Virtual Studio classes were taught from a converted office, but after a matter of days, as restrictions increased, everything moved into the home; both teachers and students dancing in the confines of their lounge rooms. Company dancers stepped in to teach classes online, providing a unique experience for attendees to be taught by some of Australia’s best contemporary dancers. Many of the team, including Company dancers, were redeployed to new roles as Virtual Studio Technicians, behind the scenes of every online class, making sure the experience was smooth and enjoyable as we collectively learnt how to use Zoom. Rehearsal Associate and former Company dancer Charmene Yap initiated Feel Good Friday; a follow-along dance party streamed from her loungeroom, in which people could shake off the week with great music and carefree dancing. At the height of restrictions, Feel Good Friday was incredibly popular; the busiest class saw 218 people across Australia take part, testament to the welcome relief dance provided during such an unnerving time.
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2020 Impact Report
“It brought positivity to my life during a period when I really needed it.” Jo, Belmont NSW
