Virtual Studio

“It brought positivity to my life during a period when I really needed it.” Jo, Belmont NSW

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.

As a result of its success, we teamed up with Medibank Australia to offer a free Feel Good Friday class for Mental Health Month in October, part of an initiative to encourage people to look after themselves by keeping their minds and bodies active. In recognition of its popular appeal and success, the Virtual Studio was awarded the Time Out Sydney’s Time In Movers and Shakers Award for Favourite Way to Get Moving from Home. Over the peak of restrictions, Virtual Studio saw an average of 56 dance classes taught each week. Between March and December 2020, 4,360 customers danced 68,805 times. Virtual Studio attendees joined Zoom classes from across Australia, with participants from far North Queensland to Tasmania taking part. With such overwhelmingly positive feedback, and people dancing online with us across Australia, the decision to make the Virtual Studio a permanent addition to the public dance class offerings was an easy one. Sydney Dance Company paired up with UTS Business School’s Advanced MBA program, undertaking research into models for a sustainable product. The results of this study directed the Company towards an on-demand program, meeting the needs of online dancers in a post-COVID-19 environment. This new program will be launched in Autumn 2021 and will continue to connect Sydney Dance Company to our community, far and wide. A true silver lining in the COVID-19 cloud.

“I love your Virtual Studio as it’s enabled me to take your classes while in Melbourne. Even with restrictions easing, please keep running virtual classes!” Jane, Melbourne VIC

“I am so happy to be able to do several dance classes a week!! I live 100kms away from Sydney so it is a dream come true to be able to keep dancing from home. And how lucky to be taught by your Company dancers and teachers…. I’ve now re-engaged (with Sydney Dance Company), with the added experience of learning from your dancers in the Virtual Studio.” Madi, Katoomba NSW.