Atelier Communication Strategies in Portugal

EDN Atelier: Communication Strategies
O Espaço do Tempo Montemor-o-Novo (PT)
6-8 June 2015

This Atelier is designed for the communication managers of the EDN network members, as well as for national and international communication professionals in the field of contemporary dance. A great opportunity to refresh knowledge, learn more about best practices and share ideas with colleagues. In the Atelier we will develop writing and editing skills, help to organize research and give and update to the latest development in social and multimedia.

O Espaço do Tempo Montemor-O-Novo (Pia Kraemer)

Communication managers in dance field (practical atelier)


Download the pdf program here.

Künstlerhaus Mousonturm Frankfurt best practices / audience development.
By Matthias Pees

The lecture of Matthias Pees will focus on different communication strategies for various recent projects of the Künstlerhaus Mousonturm Frankfurt (Germany). The aim of the lecture is to show that each project has a special way of communication. The shifting of focus and the adequate communication strategy in relation to each event. The cooperation with local institutions and artists in the context of audience development, as well as the close collaboration with the University of Performing Arts. Further he will introduce the Graphic Design Office HORT and discuss with us the way they use Social Media.

Mathias Pees (DE). Since 2013 he is dramaturge and director of Künstlerhaus Mousonturm Frankfurt. He has been freelance journalist and theatre critic for newspapers and tv’s in Germany and Austria. He has worked as dramaturge and curator for theatres and festivals such as Volksbühne am Rosa-Luxemburg-Platz Berlin, Niedersächsisches Staatstheater/schauspielhannover, Wiener Festwochen and Hebbel am Ufer HAU. He collaborated with Frank Castorf, Rodrigo García, Richard Maxwell, Bruno Beltrão, constanza Macras, Rimini Protokoll, She She Pop, Christoph Schlingensief, Angélica Liddell, among others. For 6 years he was the general director of the production office for international cultural exchange interior Produçoes Artísticas Internacionais in São Paulo/Brasilia, working on the conception and realisation of projects in the fields of theatre, dance, opera and visual arts.

The Written Body. Lecture + Exercise. By Claudia Galhós

Some possibilities of defining contemporary dance as art, understood as the expanded concept, and with some challenges.

Allan Kaprow: “art is simply paying attention”

Art in general and dance in particular creates beneficial, meaningful and sustainable relationships.

Dance is the poetic imagination exercise of the embodied word, the body of the voice, the body of the lights, the body on stage and the body in the audience… It is all these possibilities of bodies, celebrating an ephemeral moment of being together, which makes what dance is today.

Dance is a movement incited to the thought and/or to the body.


Some years ago, when I was interviewing the historic choreographer Deborah Hay (one of the referential names of the Judson Dance Theatre, after training with Merce Cunningham), I asked her how someone who didn’t live those vibrant years of post-modern experimental dance in New York, could know what happened, through a vision of a writer who was as near as possible to the truth of what happened. She told me there was a name to read: Jill Johnston.

Jill Johnston was one of the most important, radical, and innovative writers/critics of her time. She marked the way we know today, the history of New York post-modern performance scene, between the 60s and the 70s of last century (when she wrote a column called “Dance Journal” in the New York’s Village Voice). In those times, writing about dance meant something very different from today. And a book with a selection of her writings, Marmelade Me testifies just that.

Having History of radical, revolutionary dance as reference (and the writing about that History), there is a change of paradigm to address. Some aspects are the same. Most aspects are completely different. In this Lecture +Exercise we are going to address the differences, but also some aspects which, even in a different context, remain the same through a defined schedule of work.


Before arriving, each participant will be contacted before in order to send a text in the context of their work or experience. Please deliver until the 15th May [the ones who don’t have a text to send, should write one, either as a review, a preview or a press release about a contemporary dance/performance art work].

6th May
On the day of arrival, the group will see a performance together.

7th May
Morning: Writing a text about the piece seen the day before.
Afternoon: Lecture about the following issues:
a. Blogging world/social media
b. Conventional media
c. Imagining alternative communication
d. The importance of naming (questioning concepts, critical approach to the use of words to create meaning in a more creative, affective and human, therefore more communicative, way)
e. Reading of texts and collective discussion

8th May
End of day: Collective exercise to create a list of concrete ideas/proposals and reflections relevant to have into consideration in order to implement a more useful, contemporary and effective communication of objects/pieces/actions/researches which belong to the world of contemporary dance.

Claudia Galhós (PT). She is journalist, dance critic and author. Claudia writes about dance and performance since 1994 (television, weekly cultural magazines, newspapers, radio programmes…). She currently writes about performing arts for the weekly Portuguese national newspaper Expresso and is a columnist for the Festival Bytes (blog of the European Festivals Association, EFA She published several essays on performing arts, three novels and short stories. She is currently working on the book of the 15 years of O Espaço do Tempo (the choreographic centre of Montemor-o-Novo directed by choreographer Rui Horta) and Imagine 2020 – Arts & Climate Change (publication associated with the European network of the same name and bringing together 10 theatres), both to be published in 2015. Claudia i consultant, coordinates seminaries, workshops and conferences, documents festivals and European programs and is part of diverse juries and artistic commissions.

Masterclass in Social Media and Multimedia tools / Practical workshop on new technologies applied to communication. By Filipe Caetano (RESTART | Instituto de Criatividade, Artes e Novas Tecnologias

We are living in a fast paced world, with 24 news networks, Internet, news websites and, most of all, Social Media. This is the present and we must be aware of all the changing landscape regarding the multimedia tools and the new technologies that can be applied in an effective communication strategy.

This Masterclass provides an approach to all new Social Media and Multimedia tools that are being used by the best news outlets all over the world and shows how this approaches can be useful to most commercial and promotional uses.

Filipe Caetano (PT). He is a TV journalist in the biggest TV channel in Portugal (TVI). Holds a BSc in Journalism, a Master in Political Science and is a PhD student in Political Science in the Lisbon University Institute. With experience in the various field of journalism (written press, radio, online and TV), he is specialized in Social Media tools and online journalism. He was for five years editor-in-chief of the news website He gives lectures in social media and new media in various colleges and Institutes in Portugal.

Digital Marketing for Performing Arts, Dance Productions, Dance Organizations, Dance Professionals and Dance Artists. By Argyris Argyrou

The digital marketing landscape has changed more in the past two years than in the previous twenty. The transformation of the web by way of rapid adoption of mobile and social media to engage “customers-audience” in dynamic, multiparty conversations is revolutionizing how marketers operate, and the skills they need to be successful.

The lecture in Digital Marketing is designed to introduce dance professionals to the world of multi-channel marketing, and provide them with the advanced technical skills and marketing savvy they need to identify, engage, and develop relationships with “customers-audience” in a digital environment.

Digital Marketing Essentials
The Digital Marketing Essentials unit covers the campaign tools, their application and monitoring. You’ll learn what digital marketing is about, including understanding the buzz words and main trends. It covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, regulation and codes of practice.

Digital Marketing Planning
The Digital Marketing Planning unit covers the fundamental digital marketing planning concepts. You’ll learn the key factors involved with the implementation, measurement and evaluation of successful plans. The unit will address issues such as relationship marketing, permission and consumer concerns around privacy trust and security.

Digital Marketing Hands-on
We propose the participants to bring their laptops and do feedback discussions based on what their digital marketing strategy is right now.

Argyris Argyrou (CY). He holds a BSc degree in Computer Science and a Master in E-Commerce. With 15 years of experience in the internet and Information Technology industry, Argyris is developer, product manager, entrepreneur and contemporary art collector. He was co-founder and CTO at Wadja Inc., a multi-million user social network. He currently works as Digital Marketing & Online Services Manager at PrimeTel (Cyprus Telco) and is the local and international development responsible for the Dance House Lemesos. He recently participated in the European funded project Léim, lead by Dance Ireland Dublin and under the umbrella of EDN.