CROWD - international dance exchange
CROWD - international dance exchange is a collaborative network of dance organisations, together seeking to support dance makers who engage with communities as part of their practice.
Through hosting residencies and opening up space for discussion and knowledge development, the programme has supported dance artists with an established practice in community-engaged dance-making to build their professional network, exchange experience with others in the field and develop their practice.
The Goethe-Institut initiated CROWD in 2021 and in the first year, the programme supported 6 dance artists through residencies hosted with partners across Finland, the Netherlands, North Rhine-Westphalia (NRW) in Germany and the UK.
The network has since grown to include more partners and artists and in 2022, it supported 10 new artists through a programme of residencies across Finland, Denmark, Germany, Iceland, Ireland, the Netherlands, Norway and the UK. 2023 again saw 10 artists take part in residencies and online exchange opportunities.
About the project
Project responsibilities:
Communications, editorial content curation and web production
As the Goethe-Institut London's Online Editor from June 2021 to December 2024, I was responsible for managing the UK's website, editorial content, digital strategies and social media channels. Accordingly, for four consecutive CROWD residency programmes, I represented the Goethe-Institut's Communications team at all internal and external stakeholder meetings.
During the project conceptualisation phase, I advised on design and digital marketing elements, including brand identity, website curation, multimedia storytelling, and marketing strategy. Throughout each residency, I collaborated with partner organisations to implement and evaluate campaigns aimed at reaching diverse artists, driving engagement, building positive PR, and attracting external investors.
My production responsibilities included building and maintaining the CROWD website with our custom CMS, editing and translating copy, preparing video transcripts, and documenting residency activities across digital platforms.
On the communications side, I coordinated digital media packs and posting schedules, managed paid social campaigns to promote open calls, and published residency recap content on YouTube, Facebook, Instagram, and X.
You can find the cross-platform promotional content I co-produced and published below.