People say a picture is worth a thousand words, but in dance, a picture is worth a billion words. Dance photographs can make or break a marketing campaign for any dance company. There are three things that are key – a photographer, good lighting, and dancers who can take direction well.
First, you have the photographer. It is important to have a photographer who is great at capturing action shots. When looking
through their portfolio look for shots of music concerts, sporting events, or even dance. Photographers who are famous for modeling shots or stills may not understand how to shoot movement, which could ultimately hurt your campaign in the long run when you go to layout design work for the coming season. Another thing to look for when you are hiring a photographer is variety. You don’t want a photographer who is afraid to take a risk in the art that they create. It could not only give you great pictures to choose from for the future, but give a new twist to your marketing campaign and take you in a new direction.
Secondly, you need fanatic lighting. When setting up a photo shoot you want to make sure you have all the lighting that the
photographer needs to capture the magic through the lens. Bad lighting could kill the shoot, which means your pictures could turn out dark and unusable and would put you back at square one for your marketing campaign. When you see pictures that come out too dark it is difficult to lighten it. When you try to lighten the photo it becomes grainy. Marketing campaigns need sharp photos with colors that pop. When I say pop, the colors don’t have to be neon. The colors just need to grab people’s attention. Make them take a second look. Also a graphic designer can really give you a color concept and change colors or bring other colors out within the design process.
Finally, you need dancers who take direction well. Every dancer has their own personalities. Some are meant to be choreographers, and others are meant to be the stage presence – have a look, a modeling ability, and be able to repeat a movement many times perfectly till the shot is right. It’s hard to find dancers who can take direction with not only movement, but with a presence or a facial expression.
Is a picture worth a thousand words? You decide.